ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 101 cultural tourism: french attractions lysa gautier1, aline poinclou2, estelle de carvalho3, marie cazaban loustaunau4 123master 2 tourism and leisure sports, esthua angers, french, 4master 2 hospitality management, esthua angers, french email: 1lysa.gautier@sfr.fr, 2aline.poinclou@gmail.com, 3estelle.decarvalho@gmail.com, 4mariecazaban.l@gmail.com. abstract this is an article about some famous tourist attractions in france according to the academic subject “cultural tourism”. it is a subject which is a point of interest for us because it is part of a patrimony and culture. it seems that it can be useful for indonesian people to know a little bit of a french culture. it is hoped it will give the desire to come and visit france. in order to write this article, we first used our personal knowledge of those tourist attractions that we have already visited several times for some of them. to complete those information and adjust some details, we read some press articles and use each tourist attraction official websites. in this article, we will present four famous tourist attractions: two in paris, one in normandy and one in bordeaux. they are the château pape clément, the mont saint michel, the eiffel tower, and the palace of versailles. keywords: cultural tourism, attractions, tourists, french. introduction france is the world’s most popular tourist destination receiving 82 million foreign tourists annual. visitors are attracted by historic cities, a beautiful countryside, the castles of the loire valley, and brittany and normandy. the country concentrates many cultural tourist attractions, not only in the capital, paris. in this article we chose to present four tourist attractions well-known for several reasons: the château pape clément, the mont saint michel, the eiffel tower, and the palace of versailles. methods in order to write this article, we first used our personal knowledge of those tourist attractions that we have already visited several times for some of them. to complete those information and adjust some details, we read some press articles and use each tourist attraction official websites. some books and researches are also reviewed to strengthen related statements. mailto:123master%202%20tourism%20and%20leisure%20sports,%20esthua%20angers,%20french,%204master%202%20hospitality%20management,%20esthua%20angers,%20french%20%20email:%201lysa.gautier@sfr.fr mailto:123master%202%20tourism%20and%20leisure%20sports,%20esthua%20angers,%20french,%204master%202%20hospitality%20management,%20esthua%20angers,%20french%20%20email:%201lysa.gautier@sfr.fr mailto:123master%202%20tourism%20and%20leisure%20sports,%20esthua%20angers,%20french,%204master%202%20hospitality%20management,%20esthua%20angers,%20french%20%20email:%201lysa.gautier@sfr.fr mailto:123master%202%20tourism%20and%20leisure%20sports,%20esthua%20angers,%20french,%204master%202%20hospitality%20management,%20esthua%20angers,%20french%20%20email:%201lysa.gautier@sfr.fr mailto:2aline.poinclou@gmail.com mailto:3estelle.decarvalho@gmail.com mailto:4mariecazaban.l@gmail.com ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 102 discussion first of all, we chose one of the most famous tourist attraction in the region of bordeaux, especially for wine lovers: the château pape clément. château pape clément is one of the oldest grands crus of bordeaux. his vineyard was implemented in the xiith century by bertrand de goth, younger of a noble family from bordeaux region. bertrand de got became pope in 1305 under the name of clement v. this is where the château inherited its name from and its wine became an icon. located in pessac, a few kilometers from bordeaux, the vineyard of 63 ha covers a mixture of gravelly-sandy soils and clay-limestone soils. separation of berries from their stalks is done entirely by hand. the accuracy of wine-winemaking techniques applied to château pape clément rewarded the area of accreditation and terra vitis hve3. the château pape clément is a famous french attraction in the region of bordeaux. its wine is classified in aoc pessac léognan. the chateau offers to visitors tasting tours in french and english with visit of the cellars and tasting of wines. château pape clément welcomes also companies for seminars as well as exceptional stays with its five luxury rooms. figure 1 the château pape clément in the region of bordeaux. the second tourist attraction is the mont saint michel, one of europe’s most unforgettable sights. its located in normandy, in north-west of france. from 966, the dukes of normandy and french kings supported the development of a major abbey on the mont saint michel. the abbey became a renowned center of learning, attracting ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 103 some of the greatest minds in europe. the ramparts at the base of the island were built to keep english forces out. other fine buildings went up along the steep village street, now they are converted into museums, hotels, restaurants and boutiques for today’s tourists. the abbey was turned into a prison during the days of the french revolution and needed to be restored before the end of the 19th century. in the year 1966, a religious community moved back perpuating prayers, and welcome the original vocation of this place. many pilgrimages have mont saint michel as arrival. unesco has classed the mont saint michel as a world heritage in 1979 and this mecca of tourism welcomes more than 2,5 million visitors a year. to go there, you can book a special horse-drawn carriage or you can walk all the way from the car parks, contemplating the full magnificence of the mont saint michel as you approach. figure 2 the mont saint michel in normandy, north-west of france. the third attraction is the eiffel tower. the eiffel tower history represents a part of national heritage. it's as been the symbol of france and paris for decades. but when gustave eiffel, the man who built the tower, achieved its construction in 1889, the tower was only meant to be temporary in the parisian landscape and was far from being the parisians’ favorite landmark. in commemoration of the 100th anniversary of the french revolution, a competition was organized with the aim to “build on the champ-de-mars an iron tower with a square base, 125 meters wide and 300 meters high.” out of the 107 proposals submitted, gustave eiffel’s was chosen. at the time, many were against the building because they found it not beautiful. ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 104 when the project came to be built, it had been established that the licensing rights linked to the convention for the tower’s construction would last only 20 years, followed by imminent destruction. however, two million people visited the tower during the universal exposition. following this incredible success, the buildingbecame a symbol of french industrial power. the tower was as equally as successful during the 1900 universal exposition. determined to avoid the tower’s destruction, gustave eiffel went to great lengths to prove its scientific utility. scientific experiments were conducted in the fields of astronomy and physiology but what would really save the tower in the end was its use as a radio antenna tower, first for military communications and then for permanent, radiotelegraphy communications; in fact, the tower served many a purpose during the first world war. the eiffel tower is part of the french history. every year approximately seven million visitors climb the tower. its success is such that many countries all over the world have replicated the tower more or less identically to the original one. figure 3 the eiffel tower as a symbol of france and paris. finally, the fourth attraction is the palace of versailles. it’s a royal castle in versailles, located 20 kilometers from paris. versailles was the seat of political power in the kingdom of france from 1682, when king louis xiv moved the royal court from paris, until the royal family was forced ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 105 to return to the capital in october 1789, within three months after the beginning of the french revolution. versailles is therefore famous not only as a building, but as a symbol of the system of absolute monarchy of the old regime. it’s now open as a museum and it’s a very popular tourist attraction. the floor area of the palace is about 13,74 acres. there are 700 rooms. building the castle and maintaining the court there was phenomenally expensive, but did a good deal to establish the dominance of french style and taste in the whole of europe, giving french luxury manufacturing advantages that long outlasted the fall of the old regime. versailles is also the « grand trianon », which is the private residence of the king and many gardens with a total area of 830 hectares. the palace of versailles is a popular tourist destination, attracting seven million visitors a year. it’s the most visited site in france, after the louvre museum and before the eiffel tower. the palace is on the unesco world heritage list. it’s one of the greatest achievement in french 17th century. figure 4 the palace of versailles in versailles, paris. closing france is very popular for cultural tourism. the mont saint michel, the versailles palace, the château pape clément, and the eiffel tower are the most visited sightseeing in the country. the french history made the cultural tourism in france. in every city you can find a monument which symbolize a part of the history. ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 106 don’t miss to learn and to understand a bit of french history if you come to visit these places. there are so many ways to understand what culture means (mudana, ed, 2003). however, the condition of cultural tourism in france is a bit different from we find in bali. in france, most of the cultural tourism products are represented by physical cultures. the practices of cultural tourism in bali are dominated by various products of art, especially traditional music and dances (mudana, 2000; mudana and ardini, 2013). this fact almost always makes the tourists want to repeat their travelling to bali (sutama, mudana, and astawa, 2017). formally, this tourism paradigm is initiated by peraturan daerah (perda or local decree) number 3 year 1974 on cultural tourism (picard, 2006). so that bali until now has more various tourist attractions, as this province has “a thousand temples” (seribu pura), the most popular is besakih temple as the mother temple, beside a new icon named garuda wisnu kencana statue (kompas, sunday, 29 july 2018, p. 28) near politeknik negeri bali campuss in jimbaran hill. references kompas. 2018. ’’ikon baru bali’’ (avontur/foto pekan ini), sunday, 29 july, p. 28. mudana, i gede. 2000. ’’industrialisasi pariwisata budaya di bali: studi kasus biro perjalanan wisata di kelurahan kuta’’, master thesis, program of cultural studies, universitas udayana (https://scholar.google.co.id/citations?user=1fj8ebwaaaaj&hl=en#d=gs_m d_citad&u=%2fcitations%3fview_opcitation%26hl%3den%26user%3d1fj8ebwa aaaj26citation_for_view%3d1fj8ebwaaaaj%3a_fxgofyzp5qc%26tzo m%3d-480). mudana, i gede (ed). 2003. pemahaman budaya di tengah perubahan. denpasar: program of cultural studies, universitas udayana. 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luxurious service sometimes means serving customers with heart and sincerity reaching the human side of people; meeting the needs of high class customers intuitively, when facing and anticipating matters beyond human control. it is expected that the analysis could enrich the discourse on luxurious tourism products, assist in resolving the puzzle of a perfect service, perfecting the imperfect. keywords: travelers, elites, luxury travels, prime service. introduction it is a challenge for the workforce in tourism industry, especially the luxury tourism to deliver a flawless service, as quality service is not a choice but a standard. nonetheless, elite travelers which comprise 3% of travelers which represents 20% of the total tourism expenditure (mintel, 2010) demand luxury travel products which include premium service. these products are characterized by the use of top class materials and demand prime service which is highlighted by the privilege of speed, comfort, ease, productivity, exclusiveness, elevation and other traveling features that only a few can afford. thurlow and jaworski (2014) argue the elites conduct their travels to perform their social status; thus, traveling is not purely undertaken for the sake of taking a journey. the super vip standard service for the super elites and the contemporary movement of ‘global common, wellbeing and equality of people’ are a paradox mailto:1luhekaarmoni@pnb.ac.id mailto:2madeernawati@pnb.ac.id mailto:3wayanjendra@pnb.ac.id ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 119 (birtchnell and caletrio, 2014); nonetheless, super elite travelers contribute a significant proportion to the worldwide traveler digit, and considering the economic contribution made, it is worthwhile to cater for their needs. this research investigating ‘service’ in luxury travels is undertaken within a context of respondents across market segments; as it is defined by urry (1973) in his early work of the 70s, elites include people who are able to travel for non-work purpose which indicates status. this study aims at identifying what precisely is the services required by the elite travelers and how the providers of luxury travels cater for these needs. concepts service kotler and armstrong (2012) define products in general as something that are marketed and observed, owned or consumed, so that the needs and wants of customers can be satisfied. from tourist’s perspective, the tourism product is generally perceived as tourism ‘experiences’ (frochot and bata, 2013). morrison (2002) defines the tourism product as a mixed assortment of services and goods provided to customers. every product comprises of tangible and intangible elements, amounting in different proportion depending on the nature of the business. being a service industry, tourism products contain a higher proportion of service compared to tangible element. service is a vital and crucial element in tourism. ronald (2013) argues that offering and providing quality products in tourism industry comprises three vital parts, which include: the products, the delivery system and most important is the service. the writer further stated that quality service is not an option it is an obligation to succeed in the industry; service is a competitive advantage which is difficult to imitate. service is rooted from empathy which places oneself in the customer’s shoes, and asks the question: if i were this customer what might i need, and endeavour to assist them. sometimes, doing the extra miles for customers means stepping beyond duty and use personal facilities and time. these endeavours will ensure customers have a memorable experience and create potential repeat guests, and often a free words of mouth promotion for the business. thus, service is for all tourism customers, what is the specialty of service for the elite travelers. ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 120 luxury tourism strong (2006) argues that operating a luxury travel business means providing elite travels that create a lasting memory and transformative experience that enhance the life and the style of the customers. further described, the elements of luxury travel could include: personalized vip service, no queuing, people wait to serve; personal butler, house keepers, gourmet chefs, arrangement of once in a life time individual unique event. the business is supported by experienced, firsthand knowledge and dedicated staff with solid respect for discipline, logic, organization, and constant pursuits of progress. birtchnell and caletrio (2014) argue that the features of elite are expressed through luxurious materials, success, good life, personal-life style, power and high status. harding, the sales director of the cruise line ltd (in johnson, 2013) supported by birtchnell and caletrio (2014) describes luxury travel as: “…to undertake a new experience and immerse oneself in a new destination; whilst, indulging in the very best levels of personal and attentive service, lavish and sumptuous accommodation, exquisite and unrivalled levels of gastronomy and informative and educational guides”. these authors depict luxury travel that fits the description of the luxury for the super elites. according to birtchnell and caletrio (2014) a classic concept of elite was proposed by urry (1973) in his early work of the 70s and stated that elites include people who are able to travel especially for non-work purpose which specifies status. with this definition, the frame of elite is expanded, it argues that anyone who could afford travel for leisure is an elite. the discourse elicits two types of elite: one being referred to as the ‘classic elite’ (urry, 1973), whilst, the other is the ‘super elite’ (dagnaux and granjon, 1990) which referred to as the ‘few’ by carlton (1996). a more refined concept of luxury tourism emerged recently, fitzsimmons (2017), supported by schensul (2017) points out a perspective and explains that ‘luxurious is not about materials but about experience and service, something precious, rare, invested in emotional value. a similar perspective, thurlow and jaworski (2014) view elite travelers as people who could afford travel for leisure, and further discuss ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 121 about the elites who conduct their travels to perform their social status, and identified two indicators for luxury travels which include: luxurious materials and the symbolic of luxury. the latter is inevitable as the value of materials is subjective and differentiated by ‘….the eye of the beholder or in the creative mythologizing of the marketer’ (thurlow and jaworski, 2014: 2). therefore, a question arises: is a private toilet in the himalaya a symbol of luxury? nonetheless, coming to service both the classic elite and the super elites need similar service, exclusivity, non-franchise product, spoilage in nature, cater for every need every time and everywhere; and all are provided by skillful and knowledgeable people. a note has to be taken that the characteristic of elite travels ‘to show status’ is equally applicable for both types of elites. research method this is a qualitative study; involving 48 respondents who are members of 7 different facebook travel groups in asia. they are well travelled people; some work for travel businesses, they sell and handle luxury travels marketed around the world; or they are the luxury travelers themselves. a request of opinion on luxury travels was posted to the facebook groups. the discourses were closed when the discussion became exhausted or no more opinion is posted on the matter. a ten-page tabulated qualitative data was gathered at the end of the data collection. further, the data was classified based on theme. some themes emerged, these include: facilities and amenities of luxury travel, services of luxury travel, market of luxury travel, standard and expectation of the luxury travel market (sukmawati, ernawati, and nadra, 2018; http://ojs.pnb.ac.id/index.php/ijaste/article/view/900). these themes are not clearly separated from one another, they are rather in association and in connection among each another. therefore, this paper discusses issues across themes and classifications. it looks at the aspect of service in luxury travels. results and discussions regardless of the luxury types: super elite or classic elite, when comes to service both demands top grade. service for luxury travels are featured by http://ojs.pnb.ac.id/index.php/ijaste/article/view/900 ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 122 exclusiveness, personalized, professionally tailormade, attention to detail and basically nothing beyond thinkable. this service contributes in the formation of an authentic experiences or fantasy of experiences where in everything has to be excellent. the following are some quotes expressed by the study participants: a: luxury is what you can think of and receive as you wish. b: i write about luxury travel. very high standard of service amid beautiful comfortable surroundings would be a good start. c: luxury is something hard to get, usually very expensive, in short supply, unique, much less industrialized than the average for the market, with plenty of capable and knowledgeable persons involved, well-designed, respectful of the values held by the target demographics, etc. d: the things they wanted would've cost so much money because of the inconvenience of how they wanted it, but not necessarily the product (raw organic farm to table meal) when the pricing went over $800. there is a tight argument on ‘hiccups’ that might occur any elite travel, one argued that a prompt action has to be taken to address the situation; as it is assumed for the very high price paid, they are entitled to receive perfection, it is expressed: if that hiccup is handled in a fashion that addresses their status, don't you think? lose my luggage and it'll be fed-exed the next day. lose the luggage of $65,000/week guy, and you get on the phone with a personal shopper, start writing checks and getting sizes and pull in all resources to make it right. anything less and it could get ugly. however, some respondents who have the experience of handling expensive luxury travel assuring that and when come to the human limitations after the very best effort made; it is suggested to reach out for the human side of people, to handle elite travelers to meet their needs with intuition. some elite travelers (fitzsimmons, 2017) also search for authenticity (ernawati, murni, jendra, in press). whilst, chen and peng (2014) argue there is an increase number of travelers who value and appreciate 5 star service. the respondents’ expressions are presented in the following: a: …. so many even billionaires are actually laid back and nice when there are hiccupsmaybe because were so grass roots and they want to learn from us as a meditation group b: …. you would be seeing a very different side a human side how lovely that must be! i used to really enjoy seeing people arrive for vacation very uptight and already angry and demanding and i knew within in a day or so they would be relaxed, shirt untucked, hair messed up and much nicer. travel and tourism ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 123 is a wonderful industry to be in of that reason, you do get to see all sides of people. c: its only my opinion but i am many years in the travel and tourism industry and i have found that the "luxury market" simply wants their needs met intuitively. conclusion luxury means many things for different people. some people identify luxury as something that is not normal something beyond what they usually have in everyday life. some others define it as: ‘to obtain necessities easily and comfortably. when further explored, some respondents argued that luxury is boiled down to experience: commitment to spoil the guest, beyond expectation, personalized, and attention to detailed. however, in regard to service, the general opinions include: good experience, spoilage, attention to detailed, and personalized. references birtchnell, t; 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tourism and events, volume 2 number 1, june. available at: http://ojs.pnb.ac.id/index.php/ijaste/article/view/900). date accessed: 29 july 2018. thurlow, c; jaworski, a. 2014. “visible‐invisible: the social semiotics of labour in luxury tourism”. in t. birtchnell and j. caletrío (eds), elite mobilities, p. 176193. london: routledge. urry, j. 1973. reference groups and the theory of revolution. london: routledge & kegan paul. https://www.usatoday.com/story/travel/destinations/2017/07/07/luxury-travel/455451001/ https://www.usatoday.com/story/travel/destinations/2017/07/07/luxury-travel/455451001/ http://ojs.pnb.ac.id/index.php/ijaste/article/view/900 ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019     122   developing of sales accounting model hotel supplier on growth of business revenue ni nyoman aryaningsih1, putu rany wedasuari2 , made bagiada3, iga.oka sudiadnyani4 1,3,4accounting departement, politeknik negeri bali, indonesia 2 accounting departement, udayana university, indonesia email: 1nyomanaryaningsih@pnb.ac.id,2ranywedaa@yahoo.com 3madebagiada@pnb.ac.id, 4okasudiadnyani@pnb.ac.id abstract the growth of hotel's business market share in bali province is 10% for the last 5 years, when viewed from demand side. this condition as an indication of hotel business in bali is still moving to grow-flower, so it needs a variety of efforts to boost sales turnover of the business. the supply side of bali's business ventures is faced with business risk and natural risk or business tipping point, as indicated by trade, hotel and restaurant sector at -8.75%. this research is important to make efforts to realize the strategic plan of bali state of polytechnic that is sustainability green tourism. the purpose of this research is to study the development of accounting model of hotel supplier's sales and business growth, and to analyze the impact of development of accounting model of hotel supplier's sales to the growth of business result. data collection used survey method, in-depth interview and documentation. data were analyzed descriptive statistics and geometric index. the research findings show that the sales accounting model uses the time system block. the business risks faced by hotel suppliers are the change of human resource recruitment and replacement, so that the supplier relations of the hotel become disrupted. the growth rate of sales turnover tends to decrease due to natural and business risks. keywords: keywords: sales accounting model, hotel supplier, revenue growth. introduction hotel market share growth in bali is around 10% over the past 5 years when viewed from the demand side. this condition indicates that the hotel business in bali is still struggling to grow, so it needs various efforts to boost the sales turnover of the business and managing financial (baker, 2004; baker, 2013). it’s impact to increasing business risk and social psychology (blair, 2013). from the supply side, most companies in bali face business risk (natural risk) and natural risk or experience business critical points, such as the trade, hotel and restaurant sector experiencing a pressure of -8.75%). this is also reflected in the weighted net balances of business ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019     123   activities which contracted by -32.37%, lower than the positive third quarter of 2017 at 24.59%. it bring to impact for quality of life and opportunities value (constanta, at.al, 2007). seeing the problems, symptoms and phenomena of business related to the trade sector of hotels and restaurants as seen from the supply side that has been under pressure. it’s deemed necessary to conduct empirical studies. in addition, this research is important to support in realizing of strategic planning based on green tourism. morey's findings (2010), business management problems are caused by two things, namely "accounting errors" and "accounting fraud" (fraudulent calculations) ". business management as a result of calculation fraud exceeds 30% as stated by the association of certified fraud examiners (acfe). the same thing was confirmed by the results of the accounting survey that most business professionals about 84% were concerned that there might be a "double dip" (double calculation). more than a quarter of the 27% of those surveyed were very concerned that there might be multiple calculations and more than half (58%) were somewhat worried. this problem arises from the fact that local inflation has a direct impact on the exchange rate used in the translation process. although economists generally assume an inverse relationship between a country's internal inflation rate and its external currency value, the evidence shows that such relationships are rare, at least in the short term. therefore, the magnitude of the adjustments made to eliminate the phenomenon of double-calculation will vary depending on the level of the negative correlation between the exchange rate and the difference in inflation. the results of research by coyne (2010), pickerd (2011) stated that accounting calculations for the allocation of input resources are determined by enterprise decisions. the purpose of this research is to study the development of the sales accounting model of hotel suppliers against the growth of business revenue, so that it can be known from the internal side of the company in facing business risks. the second objective is to analyze the impact of developing the hotel supplier sales accounting model on the growth of business results and the value of business trends. ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019     124   research methods the approach used in this study is a deductive approach. the method in proving the results of empirical studies is carried out surveys, interviews and documentation. the data collected is secondary and primary data. accounting experts like pickers, at.al (2011) mentions the importance of conducting accounting research to analyze of primary data. research used a descriptive qualitative, quantitative analysis-geometric index. the results of the study are expected to be able to answer the impact objectives of developing a sales accounting model for hotel supplier companies on the growth of business results and the trend value of hotel supplier businesses, as shown in figure 1 figure 1. linked of theory, method, and outcome research result and discussion the results of this study were obtained through the identification and analysis of the application of hotel supplier sales accounting models, analysis of operational costs related to sales to buyers/customers, order intensity level to maintain supplier-buyer relationships, information systems of supplier-buyer transaction services and development of business results. the hotel is one of the customers of supplier cv blessindo who makes purchasing orders with procedures shown by the model in figure 2 accounting model for sale of hotel supplier. sales accounting theory-fundamental analysis-revenue grow sale accounting model hotel-supplier developing of sales accounting model, geometrics index of revenue growth beverages supplierhotel statistic-qualitative geometrics index survei of implementing of sales accounting the hotel-supplier outcome of developing sales accounting model on the hotel-supplier ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019     125     purchasing  order figure 2 accounting model for sale of hotel supplier. an assessment of the level of intensity of ordering beverages (beverages) is sought to maintain networking with hotel customers. hotel suppliers from these suppliers number around 200 businesses spread across bali province. the intensity of the order is formed by a time block system. if there is a late payment in accordance with the agreement contract agreed upon between the supplier and the hotel, then the goods will be blocked, until the payment term is agreed. if the agreement on the sale of goods from suppliers to hotels is carried out in terms of time based on the agreement of the buyer, then proof of hotel purchases or orders will be stored by the supplier in the accounting section. the length of time the evidence is stored depends on the time contract agreed upon between the supplier and the customer. business decisions, especially about product sales to hotels without regard to the period of turnaround, can affect the company's capital structure (huang & song, 2006).the flow of payments made by suppliers to hotels and other customers can be described in figure 2. ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019     126   figure 2. transaction flow from supplier-hotel service information system transaction supplier-hotel (buyer) transaction service information system supplier-buyer plays an important role to maintain the existence of the company. information systems for hotel supplier services transactions are carried out through various hospitality industry exhibition events in bali, such as exhibition, product exhibitions, grand promotion products organized by btdc / itdc (bali tourism board corporation / indonesia tourism development corporation). these events are routinely held every year in march. this year's event was held march 2 to 11 2018 in nusa dua bali. the participants amounted to 100 companies, of which one of the participants was cv. blessindo as a single supplier. according as leavitt (1980); howson & dale (1991); jonas, at.al (2015) that daily activities of firm to distributing continues product that give value customer. so, it can indirect to decreasing a community poor. sales revenue the development of sales revenue of single suppliers every year has undergone increasingly good changes. the sales results of this single supplier's business from each customer show differences based on the age details of the accounts. the details s  head  accounting accounting  receivable accounting payable debt collector  purchasing  order  purchasing order  purchasing order  purchasing order  purchasing  order  purchasing  order  purchasing  order  s  ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019     127   of the age of the receivable are related to the time block system set by the company. the time block system is closely related to the terminology system. sales results based on age of accounts receivable can be shown in the case study of 12 single customer suppliers indicating that sales with a block system of 1-30 days and 31-60 days showed higher results obtained using the 1-30 day block system. this shows that the calculation in terms of shorter time investment capital turnover gives a greater value of business. if this is considered by supplier companies, the development of their business will be even better with the assumption that business management is applied more transparency and more accountability. even though the results of the sale of a single supplier are better at the block system at 1-30 days, the supplier company also uses the 61-90hr block system. sometimes that sale of goods has occurred but payments are difficult to be billed by the supplier beyond the time limit set by the company. in the event of such a case, the sale of goods occurs but the receipt of accounts receivable cannot be collected until the time limit is established, then the sale is considered "loss of receivables". this receivable loss can pose a business risk. jong’s findings (2008); guo & hodges (2015); haddad & lotfaliei (2019) that there is an indirect impact because firm-specific factors also influence the roles of firm-specific determinants of leverage. if the firm have zero-leverage so that it pay substantially higher dividends, are more profitable and taxes expense paying a higher. quantitative analysis geometric indexes based on the sales results of a single supplier, quantitative analysis can be carried out using geometric index calculations as shows in table 1. table 1. geometry index of block 1-30days receivables and 31-60days sources: data accounted description block 130days block 31-60days total 32.870.050 34.116.058 average/days 1.095.668 568.601 total average 1.664.269 1.664.269 deviation 568.601 1.095.668 geometric indexes 0,518953546 1,92695475 ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019     128   geometry index is a comparison calculation (ratio) of sales value based on the block of time set by the company between 1-30 days with 31-60 days. the geometric index ratio shows the development of sales results with the time block system can be described in figure 4. figure 04. growing of sales revenue accounted by the time block system. figure 03 shows the progress of the sale of a single supplier with the calculation of the block geometry index 1-30 days and block 31-60 days. block system with range of 1-30 days listed on geometrics index showed changes, while block 31-60 days showed horizontal development. when it came to business risk analysis, the 1-30 days block geometry index is more risky than block 31-60 days. the higher the risk in the business, the higher the results that will be obtained by the company. this finding is supported by the findings of a financial expert who stated that 30 days of capital turnover is too short and very risky and can affect the capital structure and composition of current assets. conclusion transaction service information system supplier-buyer plays an important role to maintain the existence of the company. the information system for hotel supplier ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019     129   service transactions is carried out through various hospitality industry exhibition events in bali, the development of sales results of single suppliers every year is undergoing increasingly good changes. the accounting model for hotel supplier sales begins with the purchase order made by the buyer to the supplier. then the supplier will receive proof of purchase orders made by the administration and recorded in the order book. the sales results of this single supplier's business from each customer show differences based on the age details of the accounts. geometry index is a comparison calculation (ratio) of sales value based on the block of time set by the company between 1-30h with 31-60 days. acknowledgement thanks to the leadership of the institution, the research team that has provided resource support, so that this research can be completed. the limited time and mind caused this research to be still not perfect. the results of this research can be recommended for further studies on business risk and investment assessments to measure the growth of the tourism industry. references baker, m. p., ruback, r. s., & wurgler, j. (2004). behavioral corporate finance: a survey. ssrn. https://doi.org/10.2139/ssrn.602902 baker, m., & wurgler, j. (2013). behavioral corporate finance: an updated survey. in handbook of the economics of finance. https://doi.org/10.1016/b978-0-44453594-8.00005-7 blair, d. h., & pollak, r. a. (2013). rationality and social choice. in microeconomic theory. https://doi.org/10.1007/978-94-009-4219-6_4 costanza, r., fisher, b., ali, s., beer, c., bond, l., boumans, r., snapp, r. (2007). quality of life: an approach integrating opportunities, human needs, and subjective well-being. ecological economics.61(2007) 267-276. https://doi.org/10.1016/j.ecolecon.2006.02.023 coyne, j. g., summers, s. l., williams, b., & wood, d. a. (2010). accounting program research rankings by topical area and methodology. issues in accounting education, 25(4), 631–654 https://doi.org/10.2308/iace.2010.25.4.631 de jong, a., kabir, r., & nguyen, t. t. (2008). capital structure around the world: the roles of firmand country-specific determinants. journal of banking and ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019     130   finance, 32(9), 1954–1969. https://doi.org/10.1016/j.jbankfin.2007.12.034 delcoure, n. (2007). the determinants of capital structure in transitional economies. international review of economics and finance. 16(3), 400– 415.https://doi.org/10.1016/j.iref.2005.03.005 guo, r., & hodges, c. w. (2015). examining the mystery of zero leverage firms with a sample of smaller firms. ssrn. https:// haddad, k., & lotfaliei, b. (2019). trade-off theory and zero leverage. finance research letters. https://doi.org/10.1016/j.frl.2019.04.011 howson, t. g., & dale, b. g. (1991). an examination of the purchasing function in a sales-oriented company. international journal of operations & production management, 11(5) 71-82, https://doi.org/10.1108/eum0000000001270 huang, g., & song, f. m. (2006). the determinants of capital structure: evidence from china. china economic review, 17(1)14-36, https://doi.org/10.1016/j.chieco.2005.02.007 jonas, e., hansen, j., walper, s., & frey, d. (2015). money and finances, psychology of. in international encyclopedia of the social & behavioral sciences: second edition, 735-740, https://doi.org/10.1016/b978-0-08-097086-8.22011-4 leavitt, g. s., & sapp, r. w. (1980). who’s minding the store? inventory control for bars and clubs. management accounting morey, j. t., & dansereau, d. f. (2010). decision-making strategies for college students. journal of college counseling, 13(2), 155–168. doi:10.1002/j.21611882.2010.tb00056.. pickerd, j., stephens, n. m., summers, s. l., & wood, d. a. (2011). individual accounting faculty research rankings by topical area and methodology. issues in accounting education,26(3) 471-505, https://doi.org/10.2308/iace-50002 smith, v. l., & smith, v. l. (2010). microeconomic systems as an experimental science. in papers in experimental economics, 254-286, https://doi.org/10.1017/cbo9780511528354.018 strebulaev, i. a., & yang, b. (2013). the mystery of zero-leverage firms. journal of financial economics, 109(2013)1-23, https://doi.org/10.1016/j.jfineco.2013.02.001 ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 90 geographical features and authentic culture as attractions of viscri community-based tourism in romania mihai voda1, saroun sok2, noeline nakanjakko3, denis mwanje4, ni made ernawati5 1dimitrie cantemir university, romania, 2 faculty of business and economic, paññāsāstra university, cambodia, 3,4makerere university, uganda, 5politeknik negeri bali, indonesia email: 1mmvoda@yahoo.com, 2soksaroun61@gmail.com, 3nakanjakkonoelah@gmail.com, 4mutesaasira2@gmail.com, 5madeernawati@pnb.ac.id. abstract this article aims at presenting a discussion on viscri tourist attractions in romania which could add to the existing discourse on viscri community-based tourism (cbt) and could become an input for the community members and other stakeholders of the cbt site. using the cultural and natural heritage provides viscri cbt site with a strong base for its tourist attractions. nonetheless, using authentic culture as tourist attraction creates a paradox; the community-based tourism site is expected to keep its originality while development is the aim to be achieved by the tourism development project. this issue needs to be tackled by viscri management for the sustainability of viscri as a community and tourist site. some efforts have been undertaken in terms of physical structures, which could be followed by other members of the community. a more comprehensive and wellplanned step is required and it should be communicated to the people on how the paradox is resolved. keywords: nature, culture, heritage, community-based tourism, tourist-attractions. introduction community-based tourism (cbt) could use culture or nature as attractions. as a whole, romania is rich with natural heritage; spectacular tourist attractions: the forests, the hills and the valleys that offer stunning views, unaltered by the sign of modern civilization (voda, 2013; voda, moldovan, torpan and henning, 2014; voda and negru, 2015; voda, torpan, and moldovan, 2017; ernawati, torpan and voda, 2018). so as viscri, which is located in brasov county, part of transylvania, a significant community based tourism site in romania. the place is patronized by prince charles of wales who owns an 18th century house that has been restored and turned into a tourists’ accommodation. this makes the village more attractive and raises tourists’ curiosity (romania insider, 2018). there were 35,000 tourists visiting viscri in 2016 (romania mailto:mmvoda@yahoo.com mailto:soksaroun61@gmail.com mailto:nakanjakkonoelah@gmail.com mailto:mutesaasira2@gmail.com mailto:2madeernawati@pnb.ac.id ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 91 insider, 2016); and 40,000 in 2017. they came from europe (e.g. french, swedish), united states, australia, canada, and thailand (romania insider, 2018). prince charles contribution to viscri`s tourism development was fundamental. through mihai eminescu trust (mec) the local inhabitants were taught the basics of community based tourism (met, 2018). prince charles`s name facilitated the necessary funds raising and gathered specialists in traditional manufacturing of bricks, lumber, roof tiles and iron. various courses were organized for the peasants and the international network was activated to bring the tourists in viscri. most of the houses facades and the fortified church were restored. people started to provide accommodation and rebuilt the interiors as well. the village is self-sustainable now. besides its outstanding view, this place is endowed with cultural heritage of the saxon who have left the place (rts-web, 2014). people in viscri earn their living from growing crops and raising animals. thus, tourism becomes an additional economic activity (rts-web, 2014). nowadays, people living in viscri are germans and romans in majority, who live in the houses abandoned by the saxon. viscri is a preserved medieval civilization in europe that attract visitors for which effort has been made for the village to remain authentic for its sustainability and tourism (rts-web, 2014; romania insider, 2016). authenticity for an indigenous community is a life support that ensures the wellbeing of its members (cohen, 2012; ernawati, murni, and jendra, 2017). similarly, authenticity is also required in viscri for the community members and the sustainability of tourism in the area. nonetheless, to remain having medieval life style means to have a hard way of life, which most modern people dislike; as bitesize (n.d) describes; the village life during that time were mostly miseries. even though singman (1999) argues that nowadays some people in some ways miss the medieval era, and start to romanticize and claim that life was simple during the middle age, which he discusses in depth throughout his book on the truth of the claim. the pro and con regarding keeping authentic for the sustainability of an indigenous community and tourism is intensified. many suggest preserving authenticity (cohen, 1979; steiner and reisinger, 2006; cohen, 2012); whilst butcher (1997) argues keeping a community to stay authentic means applying a double standard for people. ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 92 while the world is free to experience modern civilization and technology which is sometimes identical with ease of life; on the other hand, for viscri to become a medieval tourist attraction, it needs to keep its authenticity. methods this article discusses and explores tourist attractions of viscri which is developed based on data collected during observation and interviews conducted with the community members of viscri, which is also supplemented by data gathered through examining academic records and publications on viscri cbt. discussion community-based tourism is a form of alternative tourism which aims for the conservation of indigenous culture or natural environment, the development of the local community whilst delivering quality tourist experiences; cbt is managed and operated by locals that uses nature and culture as tourist attractions (ernawati, sanders, and dowling, 2017). viscri is attractive to visitors from developed country who want to visit the history, the medieval age; as singman (1999) argues that nowadays some people for some reasons miss some aspects of the mediaeval era. viscri is a preserved medieval village and it is located just close by. apart from the heritage, viscri also has an outstanding landscape, an authentic countryside. stunning landscape is an essential characteristic of romanian land, the country is rich in picturesque views of hills and valleys. tourists can freely walk in the woods and cross the natural meadows without being disturbed by anyone. mountain bike trails were developed in the region for the nature amateurs. the network is interconnecting former saxon villages to help the local tourism development. viscri also has this outstanding natural heritage (figure 1) with old forest and beautiful slopes. visitors could explore the countryside on horse or simply hiking through the hills and the valleys. ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 93 figure 1 landscapes that offer stunning view in viscri (maverick, google earth, 2018). viscri is also supported by the most fundamental requirement of a tourist place. that is, the friendliness and the hospitality of the people. assistance of the local people is there, sincerely offered coffee out of their closed coffee-shop in the middle of cold snowy winter, and a photo back ground of their horse cart, fulfilled a request of showing their unique medieval style house, and patiently served the picky tourists selecting souvenirs for viscri memory. people in general who have direct encounters with visitors are responsive of the needs of visitors who are often not familiar with the customs and habits of the place. viscri indigenous culture is built upon farm life style, and the place is the representation of medieval era, frozen in time. these are expressed in the building style including the people’s houses (figure 2) and the church (figure 3). the ambiance of the ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 94 village brings visitors to the medieval era which is expressed through the building style of the whole village including the well-preserved church. the typical medieval farmer’s house wherein the heating is placed in the room where all household activities take place (singman, 1999; bitesize, n.d.). it is mainly the kitchen, dining place, living room and bedroom are centered in one room with the traditional heating system of log-wood fuel. viscri in romania could become a center of culture and learning of the medieval village life in the cradle of modern civilization in europe. figure 2 the authentic medieval style of house and kitchen. heritage is a vital component of culture, which needs preservation. the use of technology causes change in the methods of doing something in daily-life; which subsequently brings about alteration in life-style and in a broader sphere, would be a change in culture (ernawati, et al, 2017). the use of technology, machinery and automation makes life a lot easier. nonetheless, the essence of modern life style is characterized by the ease of life, which enable people to have more free time that people strive for. however, authenticity is the essence of heritage and a vital part of the local community life which affects their survival and wellbeing. authenticity is also an important element in cultural tourism, it could become the main source of tourist attractions. cohen (1979) argues that travelers search for authenticity to pursue meaning in life, it is further described that contemporary society becomes more inauthentic, thus modern people search again for ‘the authentic’. the viscri village`s daily life activities could be transformed into real tourist experiences, where visitors participate and contribute. feeding the household animals such as chickens, goose, goats and pigs, milking the ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 95 cows, walking the horses, manually cutting and collecting the hay, working and wetting the vegetable garden can transform a standard rural leisure time into a unique transylvanian experience. even the poorest households can accommodate tourists during summer time, offering original beds in the hay barns. small investments are needed to arrange the basic restroom conditions with clean and hot water. figure 3 viscri heritage – the fortified church. paradoxically, tourism development is aimed at bringing prosperity to the place. tourism promotes the drive towards development for the people of viscri, to change and to have a better life without losing its authenticity and tourism. people might need to think of the way how to be developed and prosperous, whilst staying medieval. the limited condition for some people in viscri, a family has only 1 room with everything in it: kitchen, dining place, living room, and bedroom. if this situation is expected to stay the same and authentic, and not encouraged to be developed it will really be applying a double standard for the citizen of the world (butcher, 1997). a compromise needs to be made, a solution for the situation which does not limit the drive to change for a better living now or in future without losing the authenticity of the mediaeval heritage. some pilot project has been initiated, this for example include some houses that have been restored and converted ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 96 into guest houses incorporating artistic style, yet gothic. figure 4 presents a modern style saxon house with a stylish exterior. figure 4 saxon house restored style (source: rts-web, 2014). external network plays very important role for the success of cbt (lorio and corsale, 2014). in viscri for example, the efforts to conserve the medieval heritage is piloted by prince charles of wales and; some other houses have been renovated while keeping the atmosphere of medieval. the house is restored, turned into a stylish gothic tourist accommodation and decorated with pennsylvanian style interior. a local medievel house near the church has been restored and traditionally decorated as tourist restaurant and accommodation (figure 5). ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 97 figure 5 a stylish medieval tourist household. the saxon fortified church proximity creates development opportunities for other houses to offer their traditional food products and accommodation. the airbnb system is helping some other families to earn extra money from tourists. they conducted renovation and accommodate romanian and foreign guests (figure 6). ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 98 figure 6 local saxon fortified church interior and viscri view. conclusion viscri has a strong tourist attraction theme, and supported by a well-established networking, further development is required to reach the evenly distributed economic benefits. a more detailed program elaborating exactly how maintaining authenticity while expecting development in the cbt community is required and should be disseminated to the people of viscri. our study also revealed the necessity of more courses on new technological advancements opportunities. basic smartphone application user skills need to be acquired by the local inhabitants in order to manage online bookings. ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 99 the essential characteristic of cbt is; it should only be used as a supplement to the existing traditional economic activities as the tourist attraction is based on the local culture; whilst the formation of culture itself is heavily affected by people’s occupation. thus, traditional economic activities need to be strengthened and built, supported by the professional human resource of the respective industrial field. in terms of physical buildings and architectures, few people have piloted the endeavor, to beautify and introduce the authentic gothic style within the interior and exterior of the structures, a model to strive for by the people of viscri. further research is required to determine the local population structural changes after the tourism development started. considerable number of youngsters returned to their families to extend the household accommodation possibilities and participate in the tourism business. viscri village stands out as a model of good practice in terms of community based tourism development. without the international know-how input, nothing would have been ever started there, a remotely located transylvanian village, abandoned by the saxons, with poor romanian and gypsy inhabitants. references bitesize. n.d. “everyday life in the middle ages”. retrieved on 21st april 2018 from: http://www.bbc.co.uk/bitesize/ks3/history/middle_ages/everyday_life_middle_ag es/revision/7/. butcher, j. 1997. “sustainable development or development?”. in m.j. stabler (ed.), tourism & sustainability principles to practice (p. 27-38). oxon, uk: biddles ltd. cohen, e. 1979. “a phenomenology of tourist experiences”. sociology, 13(2), 179-200. doi: 10.1177/003803857901300203. cohen, e. 2012. “‘authenticity’ in tourism studies: apres la lutte”. in t.v. singh (ed.), aspects of tourism: critical debates in tourism (p. 250-260). bristol, uk: channel view publications. ernawati, n.m. 2015. producer-market orientation of community-based tourism (cbt) products: a case study in bali, indonesia. edith cowan university, perth australia. ernawati, n.m; murni, n.g.n.s; jendra, w. 2017. “negotiating between authenticity and change in community-based tourism: evidence from bali”, advanced science letters, 23 (12), p. 12109-12115. http://www.bbc.co.uk/bitesize/ks3/history/middle_ages/everyday_life_middle_ages/revision/7/ http://www.bbc.co.uk/bitesize/ks3/history/middle_ages/everyday_life_middle_ages/revision/7/ ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 100 ernawati, n.m; sanders, d; dowling, r. 2017. “host-guest orientations of community based tourism products: a case study in bali, indonesia”. international journal of tourism research, 19 (3), p. 367-382. ernawati, n.m; torpan, a; voda, m. 2018. “geomedia role for mountain routes development: mesehe and pisoiu waterfall comparative study”. geographia technica, 13 (1), pp 41-51. doi: 10.21163/gt_2018.131.05. lorio, m; corsale, a. 2014. “community-based tourism and networking: viscri, romania”. journal of sustainable tourism, 22 (2), p. 234-255. maverick. gps navigation for android. available online: https://maverick.en.softonic.com/android. date accessed: 11 may 2018. mihai eminescu trust. available at: http://www.mihaieminescutrust.com. date accessed: 19 may 2018. romania insider. 2016. “prince charles’ favorite village in romania may ban cars”. retrieved from: https://www.romania-insider.com/prince-charles-favorite-villageromania-may-ban-cars/. romania insider. 2018. “prince charles’s village in romania has council working on preserving identity”. retrieved from: https://www.romania-insider.com/viscrivillage-council/. romania tour store. 2014. “the village of viscri”. retrieved from: the church: https://romaniatourstore.com/blog/the-village-of-viscri/. rts-web. 2014. “the village of viscri”. retrieved from: https://romaniatourstore.com/blog/the-village-of-viscri/. singman, j.l. 1999. daily life in medieval europe. london: greenwood press. steiner, c.j; reisinger, i. 2006. “understanding existential authenticity”. annals of tourism research, 33(2), p. 229-318. doi: 10.1016/j.annals.2005.08.002. voda, m; torpan, a; moldovan, l. 2017. “wild carpathia future development: from illegal deforestation to orv sustainable recreation”. sustainability, 9(2254), 111. voda, m; negru, r. 2015. “geomedia role in mures valley castles tourism development between ogra and brancovenesti”. academica science journal, geographica series, 1(6), 63-70. voda, m; moldovan, l; torpan, a; henning, h. 2014. “using gis for mountain wild routes assessment in order to qualify them for tourism valorization”, geographia technica, 09 (1), 101-108. voda, m. 2013. “the role of geospatial technologies, geographic information and ict in promoting rural communities sustainable development in transylvania”. academica science journal, geographica series, 3, 90-95. https://maverick.en.softonic.com/android http://www.mihaieminescutrust.com/ https://www.romania-insider.com/prince-charles-favorite-village-romania-may-ban-cars/ https://www.romania-insider.com/prince-charles-favorite-village-romania-may-ban-cars/ https://www.romania-insider.com/viscri-village-council/ https://www.romania-insider.com/viscri-village-council/ https://romaniatourstore.com/blog/the-village-of-viscri/ https://romaniatourstore.com/blog/the-village-of-viscri/ ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 233 business development model in the micro, small and medium enterprises at tourism village siti arbainah1), hadiahti utami2), sugiarti3) 1,3department of accounting, polines, semarang-indonesia. 2department of business administration, polines, semarang-indonesia e-mail: 1arbainah.siti@gmail.com,2. utamihadiahti@yahoo.com .3sugiarti.polines@gmail.com. abstract the micro, small and medium enterprises (msmes) have an important role in economic development. it is reasonable if the empowerment of msmes gets special attention by the government, including msmes in tourism villages. the tourist village of loram kulon msme which is one of the objects of this research is growing and diverse in both number and type. the diversity of msmes has resulted in village governments having difficulties in implementing msme development programs that are in harmony with the characteristics of tourism villages. this study aims to formulate a business development strategy model for msmes in resource-based and local wisdom-based tourism villages. except in the village of loram kulon, research has been carried out with the object of the jambearum tourism village in kendal regency. the study used 7-10 samples of msmes taken randomly. respondents are owners / managers of msmes. data was collected through interviews with the help of questionnaires. processed using descriptive statistics and analyzed quantitatively and qualitatively. from these two studies can be formulated a model of village tourism msme development. the results show that the development model based on the swot analysis is the right model for formulating the tourism village msme development strategy. this is because the swot analysis considers the internal and external conditions of msmes and provides four alternative strategies namely so, st, wo, wt which can be selected according to the general objectives of msmes in the tourism village. key words: swot, msmes, resources, tourism villages, strategy models introduction the loram kulon village, located in jati subdistrict, kudus regency, is a center for micro, small and medium enterprises (msmes). various home industries are here including the paper plate industry which has become a service partner for the semarang state polytechnic in the ibm program. loram kulon is a tourist village established by the decree (sk) of the regent of kudus number: 430/193/2017 concerning determination of loram kulon village, jati district, as a tourism village of mailto:1arbainah.siti@gmail.com,2 mailto:utamihadiahti@yahoo.com ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 234 kudus regency, central java (arbainah, et all, 2018:15). tourism village is the development of an area (village) by utilizing elements that exist in rural communities that function as attributes of tourism products, becoming a series of integrated and theme tourism activities (putra, 2006). the concept of tourism villages is to utilize / empower the potential of the community and the natural potential of the village (region). another understanding of tourist villages is a place that has certain characteristics and values that can be a special attraction for tourists with special interest in rural life. this shows that the main attraction of a tourist village is the unique life of the villagers who cannot be found in cities. (nusastiawan, 2012). most of the residents of loram kulon village prefer to be self-employed rather than being factory workers. this condition is very helpful for the government to open jobs for the holy community. loram kulon has an area of 199.08 ha and there are not less than 35 home industries which have an average workforce of 3 to 10 people. h. sufyan, head of loram kulon village, feels happy and proud of the many msmes in his village because of the creative community and indirectly helping the government in reducing unemployment. (http://www.umk.ac.id/index.php/pojok-muriareadmore/249 memotret-desagudang-umkm). based on the initial survey, it is known at a glance that msmes in the village of witasa loram kulon have various advantages in the fields of production and marketing. however, on the other hand the village government has difficulties in determining which products are the superior products of the village to implement msme development programs that support tourism villages. such conditions are generally also experienced by other tourist villages. therefore, research needs to be done with the aim of helping village tourism governments in (1) formulate a model for developing msmes in tourism villages that are in accordance with local resources and wisdom. (2) provide alternative strategy formulations that are in accordance with the internal and external conditions of the tourism village msmes. the results of this study are expected to be an accurate foothold in determining the steps of msme business development in tourism villages in general. research methods the object of this research is msmes in the tourist village of loram kulon, kudus regency. based on preliminary data it is known that in the village of loram kulon there are various types of msmes with more than 35 msmes. in this study http://www.umk.ac.id/index.php/pojok-muria-readmore/249 http://www.umk.ac.id/index.php/pojok-muria-readmore/249 ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 235 random samples were taken of msmes. the data needed in this study are primary data and secondary data. primary data was collected using the interview method with the help of a questionnaire with respondents (msme managers / owners and village officials). this is used to gather information from msmes related to the problems being studied (internal and external conditions of the company). secondary data in the form of documents from the village that contain a description of the area as a tourist village, the results of previous studies on tourism village msmes as well as from scientific journals obtained in hard copy or downloaded from the internet. all data is processed qualitatively to produce a formulation of tourism village msme development models and presents alternative development strategies according to the research objectives. the model referred to in this article is a series of steps or procedures that can be applied to the foothold of developing rural tourism msmes and alternative strategies that are expected to be able to produce results according to objectives. tourism village is the development of an area (village) by utilizing elements in the village community that function as tourist product attributes, becoming a series of integrated and theme tourism activities. result and discussion "msmes are usually hereditary businesses that are not based on the ability to manage a business, are not ready to face internal and external problems which are strengths, weaknesses, opportunities and threats. symptoms of internal factors are easily recognized, external factors are even difficult to control (sugiarti, 2015: 2). based on a study of secondary data the development of the number of micro and small industries from 2013-2015 in central java, it is known that the number of micro industries has always increased, while small industries have decreased in 2014 and increased again in 2015. in full, can be seen in table1 table 1. number of micro and small companies by province in 2013-2015 ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 236 source: central bureau of statistics (bps): update march 3, 2016. (downloaded july 4, 2016) the data contained information that competition in the micro industry was getting tougher because of the continued emergence of competitors, while small industries were also tight because there were indications that some were unable to survive in business battles. these two things require special attention to the need to develop msmes, including msmes in tourist villages, which are expected to support the pace of the economy. the problems in the tourism village can be solved by conducting assessment of citizen potentials as well as entrepreneurial development, with the following steps: 1. assessment potential 2. mapping (mapping) potential 3. strengthening of tourism conscious group commitment 4. training and mentoring entrepreneurship for smes 5. tourism destination management training and mentoring ( putri, 2015: 19) based on the analysis of qualitative data from interviews and similar research studies in the tourist village of jambearum, then the development of msmes in the tourist village of loram kulon requires the formulation of a model for msme development that must be able to produce detailed information about: 1. characteristic of tourist villages that will be developed 2. the condition of the internal resources of msmes so that there can be known strengths and weaknesses of the tourism village msmes. ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 237 3. external conditions of msmes, especially technological and business developments and similar industrial developments 4. offering a development strategy that can be chosen as the most appropriate strategy for the development of tourism village msmes. a company can develop a strategy to develop its business by looking at the internal and external conditions objectively so that the company can anticipate the changes that will occur. companies are said to have "distinctive competence" if the company has a power that is not easily imitated by competing companies (rangkuti, 2005). furthermore, freddy rangkuti stated that company performance can be determined by a combination of internal and external factors. both of these factors must be considered in the swot analysis. swot analysis compares between external opportunities (opportunities) and threats (threats) with internal factors strengths (strengths) and weaknesses (weaknesses). results comparison between internal and external factors can describe the business position (performance) of the company as shown in the following diagram: swot analysis diagram figure 1. swot analysis diagram various opportunities weakness of internal power of internal various threats 2. support strategies agresive 4. support strategies diversification 1. support strategies turnarround 3. support strategies defensive ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 238 based on the analysis study that has been carried out, the business development model in tourism village msmes capable of accommodating the information requirements is a model based on swot analysis with data and information on resources owned and local wisdom of tourism villages. the development model as shown in figure 2. figure 2. development model of tourism village msmes based on swot analysis source: (arbainah, et al, 2018) the results of this study indicate that the model of msme development in suitable tourism villages is a model of resource development and local wisdom based on swot analysis. the model illustrates the steps in developing the msme business strategy. the model begins with mapping the internal conditions and external conditions of msmes as well as special conditions / uniqueness / tourism village policies. the model also provides an opportunity to conduct a swot analysis until the swot matrix is composed. the swot matrix is an important matching tool that helps management develop four strategies namely so-wo-st and wt (david, 2016:171). the results of swot analysis can be the basis in drafting strategic formulations, strategic themes, and strategic mapping. (rangkuti, 2012:60). from the swot matrix, msme managers in the tourist villages have the freedom to choose the strategy formula that will be implemented. internal condition analysis (weaknesses) strength) msme description: strengths, weaknesses, opportunities and threats (swot) characteristic of tourist village that developed. external condition analysis (opportunities and threats) swot matrics formulation of strategy so and wo formulation of strategy st and wt formulation of tourism village msmes business development strategy based on resources and local wisdom special feature of tourist villages ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 239 implementation of the model will generate swot matrix and alternative development strategies. as produced in the study (putra, 2019) swot analysis produces 13 strategies for developing agrotourism in sumber arum village. then, it is formulated into five alternative strategies that are best suited based on staff position analysis and assessment of each alternative strategy to gain a priority strategy. the implementation of the swot analysis in this article will present a sample development of msme snack food processing in the tourism village of jambearum kendal as follows: table 2. swot matrix on micro food industry internal factors external factor strength (s) 1. products have unique / distinctive regions. 2. the quality of products produced is good. 3. labor originating in one family facilitates communication and coordination between labor and industrial owners weakness (w) 1. marketing is not maximal. 2. product distribution channels are still limited 3. production equipment is still manual with technology that is still low. 4. internal family workforce. 5. business administration has not been implemented according to the correct rules. 6. capital is limited to own capital and is relatively low. opportunities(o) 1. there is support from the government (disperindag) in improving hr competencies through training. 2. technological advances that can be utilized to support business progress. 3. government policies in the form of declaration of vocational villages and tourist villages provide opportunities for developing msmes in the village. 4. the availability of new market potential in the community so strategy 1. maintaining product quality 2. use technology to improve business quality. 3. develop a business by utilizing the support of the government 4. adding the type of product to suit market tastes. wo strategy 1. improve promotion and expand networks by utilizing technological advancements (eg internet). 2. conduct training to improve various hr competencies as strengthening human capital 3. increasing orderly administration of business or business. ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 240 threats (t) 1. increasing competition in similar industries (batik, sticky tape, snacks and milk products) 2. the emergence of tourist villages / tourist villages that are increasingly widespread. 3. environmental facilities for tourist access are inadequate. st strategy 1. create unique and impressive tourism service products for customers (create customer delight). 2. always make product updates according to consumer tastes wt strategy 1. add marketing distribution channels eg by offering to organizations or work groups. 2. improve ways more efficient and effective 3. establish cooperation with the government to improve environmental facilities to facilitate tourist access. source: arbainah, 2014 conclusion the development of msmes in particular the types of micro-businesses is very rapid in central java. including micro, small and medium enterprises in tourist villages. tourism village msmes generally need special development because, except as a business unit, they also have a tourism cargo, so they need a special business development model. the results of this study indicate that the model of msme development in suitable tourism villages is a model of resource development and local wisdom based on swot analysis. the model illustrates the steps in developing the msme business strategy. the model begins with mapping the internal conditions and external conditions of msmes as well as special conditions / uniqueness / tourism village policies. the model also provides an opportunity to conduct a swot analysis until the swot matrix is composed. from the swot matrix, msme managers in the tourist villages have the freedom to choose the strategy formula that will be implemented. acknowledgement director of the semarang state polytechnic; head of loram kulon tourism village, kudus regency; management of "gelora panorama" tourism awareness group loram kulon tourism village. references amalia, alfi, wahyu hidayat, agung budiatmo, 2012. analisis strategi pengembangan usaha pada ukm batik semarangan di kota semarang. jurnal ilmu administrasi bisnis, universitas diponegoro, ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 241 arbainah, siti, mardinawati dan susena, 2014. model pengembangan umkm desa wisata melalui penguatan human capital dan pemasaran berbasis ict dalam mencapai kinerja prima (studi kasus pada desa wisata jambearum kabupaten kendal). laporan hasil penelitian hibah bersaing, up2m, polines. arbainah, siti, sugiarti, hadiahti utami, 2018. strategi pengembangan usaha umkm produk unggulan desa wisata loram kabupaten kudus. laporan hasil penelitian terapan, p3m polines. fred, r. david dan forest r. david, 2016. manajemen strategik suatu pendekatan keunggulan bersaing. edisi 15. penerbit salemba empat, jakarta. http://bae.kuduskab.go.id/index.php/ukm/daftar-ukm/123-ukm-desa-1.html, downloaded february 25, 2017. http://www.umk.ac.id/index.php/pojok-muria-readmore/249-memotret-desa-gudangumkm, downloaded february 25, 2017. kuncoro, mudrajat, 2008, strategi bagaimana meraih keunggulan kompetitif, penerbit erlangga, jakarta. murtiasri, eka, 2012, kontribusi usaha kecil dan menengah dalam penyerapan tenaga kerja berdasar perhitungan concentration index di kabupaten semarang, teknis vol 7 no.1 april 2012, hal 50-57. nusastiawan, candra daru, 2012. pedoman umum pengembangan desa wisata cirangkong tahap awal, tim kkn-ppm desa wisata cirangkong kabupaten subang. putera s, prokoso bhairawa dan chichi, 2008, penerapan destination manajemen system (dms) dalam pemasaran pariwisata bangka belitung berbasis tik (menggagas e-tourism visit babel archipelago 2010), seminar nasional aplikasi teknologi informasi 2008, yogyakarta, issn: 1907-5022 putra, agus muriawan, 2006. konsep desa wisata. jurnal manajemen pariwisata. vol 5, no.1, juni 2006. putra, adetiya prananda, firda rachma amalia, sari wiji utami, 2019. community based agro-tourism development strategy for sumber arum village, songgon, banyuwangi. international journal of applied sciences in tourism and events, vol.3 no.1 june 2019. putri, fiona ekaristri, 2015. pengembangan umkm di desa kepuhsari wonogiri melalui kegiatan assessment dan bina desa. laporan hibah pengabdian bagi pembangunan masyarakat, lppm, universitas parahyangan. bandung. rangkuti, freddy, 2005. analisis swot teknik membedah kasus bisnis, pt gramedia pustaka utama, jakarta. rangkuti, freddy, 2012. swot balanced scorecard. pt. gramedia pustaka utama, jakarta. ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 242 sugiarti, 2015. strategi pengembangan potensi unggulan daerah pada umkm komoditi sarung goyor di kabupaten sragen. laporan hasil penelitian terapan, p3m polines. uu ri no. 20 of 2008, concerning micro, small and medium enterprises. managing hotels in a sustainable way ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 108 managing hotels in a sustainable way marie cazaban loustaunau master 2 hospitality management, esthua angers, french email: mariecazaban.l@gmail.com. abstract as global tourist arrival numbers continue to increase demand and supply trends in regard to sustainable business practices are fundamental. hotel owners and operators must adapt to these changes in order to satisfy demand and remain attractive to investors as well as operationally feasible and profitable. this article is review some actions that are done in some hotel and could be generalized to every hotel with a little effort. it shows is a surface examination of the benefits of sustainable business practices. to write this article, i used several tools. first, i used the materials from my first year of master’s degree. then, i read scientific articles and thesis related to the topic. finally, over my course about green tourism in bali, my classmates and i had the opportunity to visit the conrad bali in nusa dua. we had the chance to exchange with mr. stephane roubin, director of operations. he shared his awe-inspiring career history as well as answer all of our question about conrad bali and the commitments of the hotel to developed itself in a sustainable way. this research and analysis point out one very important thing: green tourism is not a trend but the only way to make our planet survive. each little action made by tourism and hospitality industry’s actors is a step to carry on welcoming tourist from all around the world and make them enjoy the beauty of each destination. in bali, huge efforts in term of ocean pollution and recycling especially must be done. keywords: hotel, management, sustainable, green. introduction in 21st century, we are aware that the environmental impact from hotels is quite astounding. the hotels contribute 60 million tons of co2 emissions annually due to wasteful practices and oblivious guests. sustainable tourism meets the needs of present tourists and host regions while protecting and enhancing opportunities for the future. green tourism should maintain a high level of tourist satisfaction and ensure a meaningful experience to the tourists, raising their awareness about sustainability issues and promoting sustainable tourism practices amongst them. adopting green and sustainable practices in hospitality became crucial. the hospitality industry is gradually becoming a great example of why running a sustainable business will be crucial for long-term success. hotels owner and stakeholders are understanding that by preserving what is around them, can they truly preserve our mother nature and, their business which is source of profit. mailto:master%202%20hospitality%20management,%20esthua%20angers,%20french%20%20email: mailto:master%202%20hospitality%20management,%20esthua%20angers,%20french%20%20email: mailto:master%202%20hospitality%20management,%20esthua%20angers,%20french%20%20email: mailto:master%202%20hospitality%20management,%20esthua%20angers,%20french%20%20email: ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 109 independent hotels and international hotel groups are making commitment in favor of sustainable tourism and organize daily basis actions. for this article, we are going to demonstrate that managing a hotel in a sustainable way is possible implementing daily actions in each operational department. we will take the example of the international hotel group hilton and particularly case of conrad bali. hilton worldwide hotel group is one of the world’s largest and fastest growing hospitality companies. the international group register more than 5300 hotels split in 14 brands from mid-scale to luxury in 106 countries. hilton worldwide group takes its environmental responsibilities seriously and is dedicated to improving its work towards a sustainable future, while improving the experience for both guests and team members. water and energy are vital resources for the operations of an hotel or resort. its focus on energy efficiency drives the group to uncover new technologies and best practices that will reduce the carbon impact, enhance guests ‘experiences, and strengthen local communities. in fact, sustainability principles refer to the environmental, economic, and socio-cultural aspects of tourism. a suitable balance must be established between these three dimensions to guarantee its long-term sustainability. in order to develop themselves in a sustainable way, hotels should first, make optimal use of environmental resources maintaining essential ecological processes and helping to conserve natural heritage and biodiversity. then, they should respect the socio-cultural authenticity of host communities, conserve their built and living cultural heritage and traditional values, and contribute to inter-cultural understanding and tolerance. and finally, they must ensure viable, long-term economic operations, providing socio-economic benefits to all stakeholders, including stable employment, income-earning opportunities and social services to host communities. method as part of my master’s degree at esthua and my semester abroad at politeknik negeri bali, i had to work on the vast topic of sustainable tourism. over my years of studies, i acquired several professional experiences in the sector of hospitality. in fact, my first three years of bachelor’s degree consisted of a block release training. my professional objectives lead me to the sales department especially in conference, banquet and event organization. during several ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 110 internships, through immersion in the sales and event department, as a team member, i coordinated meetings, conferences, incentives, group and social events; assisted the sales team in achieving the hotel revenue goals by up-selling hotel services; handled the guest’s enquiries until conversion to definite bookings; followup on sent out proposals and ensure guest satisfaction post event. action in favor of environment was not always a priority in this hotel department. i believe, and i am interested by the fact that managing hotels and especially organizing events in a sustainable way, is possible. to write this article, i used several tools. first, i used the materials from my first year of master’s degree. then, i read scientific articles and thesis related to the topic. finally, over my course about green tourism in bali, my classmates and i had the opportunity to visit the conrad bali in nusa dua. we had the chance to exchange with mr. stephane roubin, director of operations. he shared his awe-inspiring career history as well as answer all of our question about conrad bali and the commitments of the hotel to developed itself in a sustainable way. some studies are reviewed for this article. they are works done by aryaningsih, irianto, arsana, and meirejeki (2018; http://ojs.pnb.ac.id/index.php/ijaste/article/view/901) and murni, mudana, and antara (2017; http://ojs.pnb.ac.id/index.php/ijaste/article/view/658). results and discussion: implementing green actions to run hotel’s operations in a sustainable way as hotels continue to add green services and practices to their operations, hotels guests are more than ever, considering themselves environmentally conscious and are seeking hotel products that meet their personal values about protecting the environment. food and beverage department event goes generally with buffet which systematically goes with food waste. food waste is a global issue with rippling environmental effects. the fao reports that up to one third of food is spoiled before consumption, which contrasts the 800 million people considered chronically hungry globally. moreover, wasted food http://ojs.pnb.ac.id/index.php/ijaste/article/view/901 http://ojs.pnb.ac.id/index.php/ijaste/article/view/658 http://www.fao.org/food-loss-and-food-waste/en/ ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 111 accounts for 19% of the waste dumped in landfills, which contributes to the production of greenhouse gases like methane. conrad bali is aware of its wasting and in order to reduce it, food is measured according to the number of people present in an event. furthermore, food is place gradually on the buffet in order to avoid wasting. even with those precaution, some food remains not eaten even if it is still edible. conrad bali has a collaboration with sos bali in order to give left over to people who need it. in a sustainable way, conrad bali has f&b products commitment. in fact, a list of products to avoid has been established in collaboration with world wildlife fund (wwf). hilton has committed to implementing strong, global sustainable seafood goals in conjunction with the company's “travel with purpose” strategy. this commitment follows hilton's global ban on shark fin from restaurants and food & beverage facilities in 2014. this decision can be a loss of income. shark fin soup is a traditional dish of chinese wedding, and some couple would refuse to organize their wedding in this hotel because of this ban. hilton support responsible fishing and fish farming working with local fishermen and serve freshwater shrimps. furthermore, the hotel reduces import product and opt for local products. the hotel work with the local community for the pork farming especially for the famous traditional dish “babi guling”. room division nowadays with all the new technologies it seems quite simple to implement a few rules to reduce paper consumption. electronic mail, internet, intranets and document scanners can radically reduce paper use, while also saving you time and money. in front office, we can send the invoice automatically by email to the guest and print it out only if the guest is requested a hard copy of his invoice. an effort can to be done to collect the paper you use and then reuse where possible. and when you do have to buy new paper make sure it is recycled. https://well.blogs.nytimes.com/2010/11/01/from-farm-to-fridge-to-garbage-can/?ref=science&_r=0 ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 112 many daily actions and small changes can be done in this department to run operation in a sustainable way. we are going to explain some first of all, some actions can be done regarding the complimentary toiletries available in each hotel rooms. in fact, every day millions of bars of soap and halfused bottles of shampoo are discarded in hotel shower trays around the world; abandoned by guests who didn’t stay long enough to use them up. many of these toiletries are scooped up by chambermaids, thrown into bin bags and sent off to landfill sites, which is a disaster for the environment and a social travesty given that many people around the world are going without proper sanitation. some hotels start replacing toiletry amenities (small bottles of shampoo, conditioner, body lotion, shower gel) by rechargeable bottle. contrary to what some people think, it is not reserved to the low scale hotels. this action in favor of environment can be implemented in every hotels even luxurious one. in fact, the product is the same, the brand is the same and it looks trendy in the bathroom. meetings, conferences, and event department (the case of hilton worldwide hotel group) travel with purpose is hilton worldwide's corporate responsibility commitment to providing shared value to its business and communities by creating opportunities for individuals to reach their full potential; strengthening communities where hilton worldwide operates; and preserving environments through the measurement, analysis and improvement of the company's use of natural resources. big events such as weddings or conferences have a reputation for wasting all kinds of food, energy, and materials. hilton worldwide group proves that, it is possible to hold sustainable events with positive social and environmental legacies. ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 113 hilton worldwide created a concept called meet with purpose provides meeting professionals with sustainable choices to incorporate into events that not only enhance the experiences of attendees, but also align with many customers' corporate responsibility goals. by collecting reviews and feedback from customers and sales team members, the international group identified the most sustainability issues for meetings and events. meet with purpose is supported by two focus areas: mindful eating encourages meeting professionals to reexamine event dining to minimize food waste and encourage healthy choices. mindful meeting inspires meeting professionals to host more sustainable events by considering practices that are less resource-intensive. the solutions range from using paperless registration and placing notepads in a central location to turning off climate control when a meeting room isn't in use. when put into practice, meet with purpose can have a large impact on an event. it serves as a guide to help hotels enrich their meetings and events offerings with responsible practices. electricity is a vital resource for event operations. to reduce electricity consumption conrad bali has implemented moves sensor for light in each room. lighting is a part of the electricity consumption but in bali, because of the tropical climate the biggest electricity consumer is the air conditioning. the moves sensor detects the people presence and is regulated according to that. furthermore, heat pump has been revised to reduces energy consumption. in fact, a heat pump is a device that transfers heat energy from a source of heat to what is called a "heat sink". heat pumps move thermal energy in the opposite direction of spontaneous heat transfer, by absorbing heat from a cold space and releasing it to a warmer one. a heat pump uses a small amount of external power to accomplish the work of transferring energy from the heat source to the heat sink. these small adjustments make the difference at the end of the year for every meetings and event, conrad bali pays a carbon license fees according to several factors such as the origin countries, their transport method and so on. carbon pricing is the method favored by many economists for reducing global-warming emissions. it charges those who emit carbon dioxide for their emissions. ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 114 encourage local communities and support associations encourage and support local communities is part of a sustainable program. for instance, conrad bali serves sustainable, locally sourced coffee from java mountain coffee, an indigenous social enterprise majority-owned by women. the organization focuses on empowering women through training and development from proven certification programs that ensures sustainable coffee farming. furthermore, the coffee is sealed in biodegradable coffee capsules. so, it is twice a sustainable action. "java mountain coffee is proud to be conrad bali's coffee purveyor and we are glad that this association highlights our shared value to contribute to measured environmental and socioeconomic impacts to the most vulnerable women coffee farmers and farms in indonesia." said nadine alexandra, spokeswoman of java mountain coffee. many other item can be bought from local association according to the country and the local agricultural production. in every event, either business or leisure events, there are at least two coffee break, set up per day. also, in high scales hotels, coffee machines are available in each rooms and suites. most of high scale hotels are using the famous coffee brand nespresso. coffee pods are made with aluminum which take 150-200 years to be degraded. nespresso coffee pods hold 6g of coffee in 3g of packaging and while it is possible to recycle almost all the coffee pods currently on the market, recycling figures are hard to come by. with sales of pods expected to increase in a few years, millions of pods will continue to be loaded onto landfill sites http://www.conradbali.com/ ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 115 for years to come providing archaeologists in the next millennium with an insight into twenty-first century consumer habits. secondly, conrad bali has launched in 2014 a soap recycling project. this initiative aims to divert waste from landfills through reuse, recycling and donations to underprivileged balinese communities. in fact it is a partnership with the role foundation, a non-profit organization that up-skills local women through training. role has established a small soap-processing centre, where the recycled resort soap is sanitized, processed and moulded into new bars, before being distributed to local communities. water water is life! hotels are a big consumer of water in a daily basis in order to run their operations properly. water is used in bathrooms, in the kitchen, to clean the laundry, to fill up the swimming pool, to water the garden and so on. the daily water consumption of conrad bali is 700m3 per day. in order to draw less water from the phreatic table and avoid a water shortage, the hotel invested in a desalinization machine. in fact, on the 700 m3 water, 450 m3 come from the ocean. as many other hotel, conrad bali try to raise awareness among the customer in the room. a sign informs them that if they don’t want to change their towels every day, they just have to hang them up. it is the same process for the bed sheet. sheets are changed automatically every 3 days except if the guest make a request for that. ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 116 conclusion we know that the organization, delivery and legacy phases events (business event or leisure events) all involve environmental impacts. some of these are explicit and others are more hidden. it is more important than ever that event managers and hotels owner appreciate the diverse impacts that events can have on the environment and consider how to stage more sustainable events. understanding the drivers of environmental impacts can also help organizations to be more cost effective. analyzing the results of our research on event in hilton and especially in conrad bali, we noticed that this international hotel group is conscious of the impact of events on the environment. in fact, they took into consideration waste impact, water impact, carbon impact, energy and transport impacts by implementing many actions. many hotels are pretending doing things in a sustainable way only to catch tourists and do what we called “green washing”. nowadays, green tourism can be a sales pitch, but real actions must be done. i think that this is the case of conrad bali which consider its environment impact and establish corrective actions. this research and analysis point out one very important thing: green tourism is not a trend but the only way to make our planet survive. each little action made by tourism and hospitality industry’s actors is a step to carry on welcoming tourist from all around the world and make them enjoy the beauty of each destination. in bali, huge efforts in term of ocean pollution and recycling especially must be done. the government, citizens and expats must establish radical measures in favor of environment to keep the paradise of bali, a paradise. references aryaningsih, ni nyoman; irianto, ketut; arsana, i made marsa; meirejeki, i nyoman. 2018. “constructing ecotourism-based business competency and entrepreneural spirit”, international journal of applied sciences in tourism and events, volume 2, number 1, june. available at: http://ojs.pnb.ac.id/index.php/ijaste/article/view/901. date accessed: 30 july 2018. buckley, ralf. 1996. “sustainable tourism: technical issues and information needs”, annals of tourism research, vol 23, no 4, p.925-966, elsevier science. cazes, g. 1998. tourisme et développement: du monde intégré au monde soutenable, les éditions l’harmattan. http://ojs.pnb.ac.id/index.php/ijaste/article/view/901 ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 117 chevalier, sylvine pickel. 2014. l’occident face à la nature, chapitre 2, le cavalier bleu. http://meetings.hilton.com/downloads/mindful-meetings.pdf. http://news.conradhotels.com/index.cfm/news/conrad-bali-serves-sustainable-coffeegrown-by-women-farmers-in-bali-and-west-java1. http://newsroom.hilton.com/index.cfm/news/hilton-introduces-meet-with-purpose-toinspire-sustainable-healthy-choices-for-events. http://newsroom.hilton.com/index.cfm/news/hilton-worldwide-reinforces-itscommitment-to-responsibly-source-seafood-in-collaboration-with-worldwildlife-fund. http://www3.hilton.com/resources/media/hi/stoslhi/en_us/pdf/en_hilton_stockhol m_slussen_green_key.pdf. https://cr.hilton.com/. https://journals.openedition.org/tourisme/1187. murni, ni gst nym; mudana, i gede; antara, dewa made suria. 2017. “ideological discourses on environment in bali tourism development“, international journal of applied sciences in tourism and events, volume 1, number 2, december. available at: http://ojs.pnb.ac.id/index.php/ijaste/article/view/658. date accessed: 30 july 2018. unep and unwto. 2005. making tourism more sustainable a guide for policy makers, p.11-12. yousuf, tanzeela; mudasir, ali. 2018. “tourist satisfaction, environmental concerns and tourism”, journal of tourism & hospitality, volume 7, issue 2. http://meetings.hilton.com/downloads/mindful-meetings.pdf http://news.conradhotels.com/index.cfm/news/conrad-bali-serves-sustainable-coffee-grown-by-women-farmers-in-bali-and-west-java1 http://news.conradhotels.com/index.cfm/news/conrad-bali-serves-sustainable-coffee-grown-by-women-farmers-in-bali-and-west-java1 http://newsroom.hilton.com/index.cfm/news/hilton-introduces-meet-with-purpose-to-inspire-sustainable-healthy-choices-for-events http://newsroom.hilton.com/index.cfm/news/hilton-introduces-meet-with-purpose-to-inspire-sustainable-healthy-choices-for-events http://newsroom.hilton.com/index.cfm/news/hilton-worldwide-reinforces-its-commitment-to-responsibly-source-seafood-in-collaboration-with-world-wildlife-fund http://newsroom.hilton.com/index.cfm/news/hilton-worldwide-reinforces-its-commitment-to-responsibly-source-seafood-in-collaboration-with-world-wildlife-fund http://newsroom.hilton.com/index.cfm/news/hilton-worldwide-reinforces-its-commitment-to-responsibly-source-seafood-in-collaboration-with-world-wildlife-fund http://www3.hilton.com/resources/media/hi/stoslhi/en_us/pdf/en_hilton_stockholm_slussen_green_key.pdf http://www3.hilton.com/resources/media/hi/stoslhi/en_us/pdf/en_hilton_stockholm_slussen_green_key.pdf https://cr.hilton.com/ https://journals.openedition.org/tourisme/1187 http://ojs.pnb.ac.id/index.php/ijaste/article/view/658 pengaruh ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 125 the factors that motivate balinese women working on cruise ships i made darma oka1, ida ayu ketut sumawidari2 12department of hospitality, politeknik negeri bali, indonesia email: 1madedarmaoka@pnb.ac.id, 2dayuketutsumawidara@pnb.ac.id. abstract the aim of this article is to understand the economic, social, and cultural factors that motivate balinese women to work on cruise ships. this research employed qualitative and quantitative methods. the data collection was done through distributed questionaries and deep interview to balinese women who have worked or currently working on cruise ships. the data suggested that the three aforementioned factors (economic, social, and cultural) significantly influences balinese women to work on the cruise ships. the statistical analysis suggested that the economic factor is more dominant in motivating balinese women to work on cruise ships, then followed by cultural and social factors. this means that the economic factor is the main reason for the balinese women to choose the job vacancies on the cruise ships. in the light of the above finding, this study suggests, firstly a more proactive role from the government, specifically in the form of balinese women empowerment to work on cruise ships. the empowerment can be done through the provision of proper training and education to balinese women, so that they can compete in fillinf the job vacancies in the cruise ships. secondly, the study also suggests for the balinese women to prepare themselves for cruise ship opportunities by improving and developing their knowledge and skill, so they can compete in global cruise ship career competition. keywords: factors, motivation, balinese women, cruise ships. introduction balinese women empowerment on cruise ships is interesting because culturally, the tourism sector is in the public sector, where based on the traditional division of labor (gender), the public sector is the working area of men. women's working areas are in the domestic sector, such as managing households, washing and cooking. sukeni (2006) stated that although conventionally there is such a division of labor, but in reality, especially for balinese women, the situation is much different since since modern tourism was developed in bali. balinese women have been involved in the public sector such as working in the tourism industry. balinese women choose to work in the public sector because of the increasing access for women in the global era, as well as the increasingly open and progressive views of society, and the high motivation of balinese women for change. the everyday mailto:madedarmaoka@pnb.ac.id mailto:2dayuketutsumawidara@pnb.ac.id ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 126 economic, social and cultural conditions influence them to be more realistic in making career choices, such as working on cruise ships. balinese women participation on working on cruise ships are influenced by social factors as well as economic factors. social factors for example, age group, marital status, and education. economic factors are, for example some balinese women who are forced to work because of their family’s economic situation or they want to help their husband to supplement his family income. working on cruise ships requires work competence qualifications, both hard and soft skills. work competence is the ability of individual that includes aspects of knowledge, skills, and work attitude in accordance with predetermined standards. nowadays, balinese women workforce has been able to fulfill the required cruise ship work competence qualification, both hard and soft skill. this is evidenced by the success of balinese women in fillinf up the available job opportunities on cruise ships, which steadily increases with the average growth of 33.84% (bp3tki, 2014). hasibuan (2005: 216) stated that the motivation of labor to work in industry is often defined through the term of encouragement, which moves people to behave, and in their actions for a particular purpose. to this end, this article examines the factors that motivate balinese women to work on cruises. methods the allocated sample for this study is 200 female respondents from a pool of balinese women who work on cruise ships population. the number of samples are determined following solimun (2002) proposal, i.e. the sample which is fit to be investigated through factor analysis is at least as much as five times the number of variables. this study employs 21 variables; hence to be more representative, the number of allocated samples is 200 respondents. taking the number of samples using accidental (non-purposive) sampling method is only recruiting the respondents who are coincidentally encountered at the time of research (kusmayadi and sugiarto, 2000: 141). in analyzing the factors that motivate balinese women to work on cruise ships confirmatory factor analysis (cfa) is used. the motivations of balinese women to work on cruise ships, are translated into variables x1 to x21. with the establishment of three common factors, namely economic (f1), social (f2), and culture (f3) resulted in some ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 127 confirmation test results. through factor analysis, factors and variables that affect the motivation of balinese women to work on cruise ships can be discovered. discussion factors that motivate balinese women to work on cruise ships, can be seen from the interrelationship between factors (economic, social, cultural) and between variables. these three factors are used to measure the influence of balinese women's motivation to work on cruise ships, which are further elaborated in research variables that numbers are determined by 21 indicators. the twenty-one variables are measurable indicators, allegedly affecting the motivation of balinese women to work on cruise ships. to discover the presence of correlation, some tests were performed, one of the tests is (a) kaiser meyer olkin (kmo) test to determine the feasibility of the sample. factor analysis is considered feasible if the magnitude of kmo> 0.05. the other test is (b) barlett's test of spericity, that is used to test whether the variables in the sample vary. in the correlation matrix, interrelated relationships between factors (economic, social, cultural) and between variables can be identified through the model accuracy test by using kaeser meiyer olkin (kmo) test and bartlett test on all factors and research variables. simultaneously, the accuracy of the model used to obtain the result of 0.836 with bartlett test yielded a significance value of 0.000. furthermore, the partial test of the accuracy of the model used of each factor. the kmo test performed on each economic factor-forming variable yielded a gain of 0.862. the bartlett test yielded a significant value of 0.000. the social factor-forming variables resulted in a kmo test of 0.715 and in the bartlett test obtaining a significance value of 0.000. on cultural factors, the results obtained are from the kmo test is 0.744 and with a significance value of 0.000. the value generated from the kmo test on each of these factors illustrates that the result is> 0.05. this value illustrates that all three factors have model precision to the analysis used, meaning that each factor influences the motivation of balinese women to work on cruise ships. furthermore, interpretation of the test results are done. the interpretation done in this study is based on the values emerging from the analysis after the factors studied are considered feasible to enter into the model accuracy test. the interpretation ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 128 of the analysis also described other information obtained from qualitative data sources, such as information from balinese women who had worked on cruise ships. the results of all statistical analysis and frequency data of all variables are more clearly described in the verbal narrative in the interpretation of each factor in table 1. table 1 factors that motivate balinese women to work on cruises f variable indicator correlation coefficient deter mined remarks e c o n o m i c the people of bali have dependence on tourism industry activity (x1) 0,723 >0,600 significant cruise tourism industry contributes significantly to the economy of balinese society (x2) 0,735 >0,600 significant the opening of employment opportunities on cruises means opening new job opportunities for balinese women (x3) 0,755 >0,600 significant the economic pressure of the family has forced balinese women to participate in making a living such as working on cruise ships (x4) 0,838 >0,600 significant by working on cruise ships balinese women have been able to increase their family income (x5) 0,789 >0,600 significant women work on cruises because they want to be independent (have their own income) (x6) 0,751 >0,600 significant balinese women feel proud / more valuable if they can help make a living for the family (x7). 0,751 >0,600 significant s o c i a l the era of globalization has resulted in increasing access for women working in the public sector (x8) 0,616 >0,600 significant the presence of positive attitudes of society towards women working in cruise tourism industry (x9) 0,613 >0,600 significant the influence of friends (social interaction) encourages women to work on cruises (x10) 0,767 >0,600 significant working in the cruise ship tourism industry is able to improve the status (prestige) of women (x11) 0,662 >0,600 significant ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 129 the quality of self / education of balinese women has been able to anticipate the negative impact of working on cruise ships (x12) 0,611 >0,600 significant the public still considers women to work in the public sector such as on cruise ships as taboo (x13) 0,533 <0,600 not significant the role of government in empowering women is still lacking in tourism industry especially cruises (x14). 0,748 >0,600 significant c u l t u r a l the positive impact of working on a cruise ship is able to raise awareness of balinese women in preserving local culture (x15) 0,729 >0,600 significant women working on cruises are able to open insights into their own culture (x16) 0,659 >0,600 significant so far culturally women feel marginalized because they are not given the same opportunities as men on cruise ships (x17) 0,875 >0,600 significant the strong cultural customs of balinese society prevent women from working on cruise ships (x18) 0,762 >0,600 significant balinese women want to fight against customs and cultures that are too binding / limiting women's space (x19) 0,594 <0,600 not significant working on cruise ships may undermine women's cultural morale and lead to negative behaviors such as prostitution (x20) 0,473 <0,600 not significant activities on cruise ships loaded with western culture that is inconsistent with balinese culture (x21). 0,596 <0,600 not significant economic factor the results of the data of the seven variables (x1, ... x7) determined in economic factors can be seen that each variable on economic factors give a significant influence on the motivation of balinese women to work on cruise ships. the cumulative value contribution of all variables on economic factor is 58.358. this shows that the eigen value of each variable shown through the contribution of value of each component in cumulative economic factor gives significant influence to the motivation of balinese women to work on cruise ship. balinese female respondents stated that balinese society is predominantly dependent on tourism activities. cole (2012) also revealed that balinese society life is dominantly (80%) depended on tourism activity. therefore, the ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 130 sustainability of tourism activities in bali must be maintained in order to improve the welfare for the life of balinese people. sutrisna (2011) mentioned that the tourism sector has been able to create employment opportunities for the community through the opening of various types of tourism-related businesses. it is recognized that the economic pressure of the family has forced balinese women to join in to earn a living by working on cruise ships. this is confirmed by balinese women workers who claim that they work on cruise ships because of the state of the economy. the economic situation of their families forced them to work on cruise ships to be able to improve the family economy in the future. sadia and oka (2012) also stated that the work motivation of bali workforce in cruise ship mediterranean shipping cruise (msc) is economic motivation 91.58% and non-economic motivation of 8.42%. however balinese women still feel more proud / valuable if they are able to help the family in earning a living. in addition, oka (2017) mentioned that the workforce of bali working on cruise ships is able to improve the economy, and improve the social insight among nations as they mingle and adapt to various characteristics of the workforce in the world. social factor the results of tests conducted on social factors show that above the value set by the model of analysis used is 0.05. this value implies that social factors have statistically accurate models with a significance level of 0.000. furthermore, the result of factor analysis on x8 variable, .... x14 obtained one social factor component (f2), with eigen value value that can explain the total diversity of 42,848%. this means that the characteristic value of social factors affects all the variables in the factor. the influence of each variable on the motivation of balinese women to work on cruise ship is related to social factors is indicated by the value of the matrix component. in general, the matrix component of social factors obtained is greater than set (0,600), except x13, that is, the variable of balinese still considers balinese women working on cruise ships as taboo. this happens because the era of globalization helped contribute in motivating balinese women to work on cruise ships. technological advances so rapidly are unable to stem a person's desire to move forward. now there is no longer a distance limit between one country to another country. this access opening is exploited by balinese women ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 131 workers optimally so that balinese women have started to work in cruise ships. in addition, the positive attitude of society towards balinese women who work on cruise ships is one of the considerations for balinese women to decide working on cruise ships. changes in attitudes made by the community is natural and it should be because they are able to think realistically for the future. the positive attitude of the society towards women working in the tourism industry is also revealed in the study of sacred and oka (2009) which states that women are relevant and fit to work in the spa tourism industry in kuta tourism area, with the perception rate of 75.33%. on the other hand, social interaction in society contributes to encourage balinese women to work on cruise ships. for balinese women, being able to work on a cruise ship can improve their status / prestige. therefore, balinese women seek to increase their competence in order to compete competitively in seizing the opportunities available on cruise ships. further sri (2013) mentions women motivations to work in the tourism industry is related to the hope for a better life in an effort to improve the status of the family or self-actualization. oka and pugra (2017) in a socio-cultural perspective, mentioned that the workforce of bali on cruise ships is very pleasant. they are proud to work on cruises because they can visit different countries that they had never imagined before. cultural factor the value obtained on the cultural factor is greater than 0.05 that is 0.744. this shows that the components of culture factors are statistically accurate in the model analyzed by factor analysis with a significance value of 0.000. the result of factor analysis to the seven observed variables (x15, .... x21) obtained a factor component that determines the variables included in the cultural factor with the value of eigen value which can explain the total diversity of 45.403%. judging from the magnitude of the contribution contribution, the variables on the cultural factors as a whole gave a significant influence on the motivation of balinese women to work on cruise ships, meaning that cultural factors play a significant role in motivating balinese women in making decisions. nevertheless, there are three variables that give insignificant influence, ie balinese women want to fight against cultural customs (x19), work on cruise ships can damage women's morale (x20), and activities on cruise ships are ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 132 loaded with western culture that is inconsistent with balinese culture (x21). the awareness of balinese women to preserve their culture emerged after they mixed with various cultures from different countries on the cruise ships. the respondents also stated that working on cruise ships proved to have been able to open the insights of women in viewing their own culture. with their experience of working on cruise ship, women are able to compare their culture with other cultures, so they are more wise in looking at their own culture. feeling marginalized is still felt by balinese women who work on cruise ships. for women, such a condition is a challenge to prove that women are also capable of doing the same job as men. the marginalization felt by balinese women makes them always want to try to show their competence in fighting for their rights in accordance to its function in modern society, especially to work on cruise ship. sometimes custom and cultural issues are important things that women need to take in making decisions to work on cruises. they need to take this issue into account because they will re-socialize with the community after retiring from working on cruise ships. in geriya (2006) study, it is also revealed that balinese women still have a stumbling block in carrying out the dual roles of hindu women in bali as well as their helplessness breaking down the social system that still pressurizing them. these women's obstacles and helplessness are hegemony that is difficult to breakthrough in the life of balinese people. according to gramsci (in suryandaru, 2010) that the hegemony experienced by women is the 'upper building' of society, an institution that produces its ideology in the struggle over meaning and power. in this regard, the government needs to take concrete steps to make balinese women more open-minded and dare to decide to work in the tourism sector such as on cruise ships. conclusion and recommendation factors that motivate balinese women to work on cruise ships are economic factors, social factors, and cultural factors. the three factors, economic, social and cultural factors, have significant effect on the motivation of balinese women to work in the cruise ship tourism industry. the statistical test shows that the most dominant factor that influence or motivate balinese women to work in the cruise tourism industry is the economic factors, then followed by cultural factors, and the third is the social factors. ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 133 this indicates that the primary aim of balinese women working on cruise ships is to meet the economic needs of themselves and their families, that is the reason that cause them to be forced to decide to choose to work on cruise ships. of the 21 indicators of variables tested in this study, the dominant (17 variables) gave a real effect on the motivation of balinese women to work on cruises, except the community variable which still consider female to work on cruise ships as taboo (x13), balinese women wanted to fight to cultural customs (x19), working on cruise ships may damage women's morale (x20), and job variables on cruise ships are loaded with western cultures that are inconsistent with eastern culture (x21). it is expected that balinese women to not to hesitate in deciding to work on cruise ships and always prepare themselves early in both hard skills and soft skills. the government is advised to pay more attention to balinese women who are willing to work on cruise ships in 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(1), 1-13. suryandaru, y.s. 2010. “hegemoni dan reproduksi kekuasaan dalam perdagangan perempuan (trafficking) untuk prostitusi”, jurnal masyarakat kebudayaan dan politik. 14 (2), 35-50. international journal of applied sciences in tourism and events issn: 2580-5592, vol 4, no 1, 2020, pp 68-73 http://dx.doi.org/10.31940/ijaste.v4i1.1782 68 balinese art studios: the learning process of art and culture to support sustainable tourism i gde agus jaya sadguna¹*, i gusti agung mas krisna komala sari², kumiko shishido3 1*,2tourism department, politeknik negeri bali, indonesia 3language department, osaka university, japan 1*jayasadguna@pnb.ac.id, 2gungmaskrisna88@gmail.com, 3kumikoshishido@gmail.com article history received on 27 march 2020 revised on 08 april 2020 accepted on 22 june 2020 abstract purpose: a lot of perspectives have been discussed about bali and this paper will discuss it from the angle of the learning process of art and culture in the balinese art studios in gianyar regency. research methods: the research was conducted on the months of july and august 2019. qualitative data was obtained during the research because the method of data collection was interviewing the owner of the dance studio. results and discussions: one of the a’s in tourism is attraction and bali have a strong attraction for tourists both domestic and foreign tourists. the art and culture is the breath of tourism in the island of bali, which is based on the hindu religion. the resources for these art and culture are nurtured in several forms, which one of them is through sanggar or studios, which is a non-formal education institution for learning balinese art and culture. various types of art and culture and developed and nurtured in these studios, such as performing arts, fine arts, and local wisdoms. the tourism industry has given positive and negative impacts for balinese art and culture, depends on how one may argue if seen through different perspectives. performing arts have flourished in terms of daily performances taken places in hotels and designated performance theaters. the types which can be easily watched are the music and dance of bali. conclusion: tourism in this sense is not a direct aspect but, in the future, has a direct impact: providing culture resources for performances in tourism objects and destinations. this as a part of social sustainability, also the sanggars, is a part of the sustainable tourism family. keywords: balinese art studio, art and culture, sustainable tourism introduction bali as a small island is limited in natural resources but can be proud that it has a rich culture. its strengths in arts and culture is used as the platform of the balinese policies regarding tourism policy (udayana, 2017; roth and sedana, 2015; pitana, 2010). this can be seen in the bali provincial regulation number 2 year 2012 about bali cultural tourism (genta dan sarjana, 2016). cultural tourism that is owned by bali is very different from that of other regions 69 so that there are peculiarities owned and are the main reason for the government's consideration in making regulations. the implementation of this regulation can be seen visually in the everyday life of the balinese people and especially those involved in the tourism industries. the balinese culture is the foundation of visual representation of the balinese culture (picard, 1996, 2008) thus we can witness these in the form of architecture of tourism objects and destinations; the physical appearance of the staffs working in tourism industry, ie. costume of guides, hotel staffs, and tourism officials in tourism objects; and the feeling of that balinese culture that can be experienced by the greetings and gestures made by the tourism community (astuti et al, 2018). the product of any culture can be visible and/ or invisible. the visible products are those that can be sensed by your senses directly. an example is the architecture, handy crafts, and music and dance. those that are invisible are the values that are practiced daily by the balinese people. such values include catur paramita (astuti et al, 2018) and the tri hita karana, a harmony and balance between religious, social, and the environment (windia & dewi, 2007; pitana, 2010; adi et al, 2015; purana, 2016; ardika, 2017; mudana et al., 2018; ginaya, 2018; dewi et al., 2018, astuti et al, 2018). the image of bali as a destination known because of its culture has shaped the island as a destination of unique attractions. the understanding of image as a pull factor in decision making of tourism destinations can be seen from the quote from gallarza, saura, and garcia in pitana and gayatri (2005: 65) which states that “… image are more important than tangible resources, all because perceptions, rather than reality are what motivate consumers to act or not to act”. the impact of good brand image can bring more tourists to bali and this is what seems to be the objective of the balinese government. the existence of tourism has made changes in the function and meaning of art in bali, which in this case will discuss the balinese dance. in the past, people learned to dance in order to be able to perform in temples. but nowadays, besides the previous reason, people who study dance are able to get financial rewards if they appear in tourism activities (barker et al, 2006; picard, 1996). gianyar regency is well known to have big potentials in various forms of art for tourism, one of them is dance (picard, 1997). there are more than several villages in the regency which have been known to produce dancers, such as ubud, singapadu, bona, and sukawati. these villages have had dancers for generations thus making them well-known as places of rich potentials in balinese dancers. the united nations world tourism organization defines sustainable tourism as tourism that meets the needs of present tourists and host regions while protecting and enhancing opportunity for the future. this definition clearly states that while ensuring that the needs of the tourists and the host region are met, the urge to keep whatever it is being offered and consumed today must be able to be served also in the future. the unwto also says that rather than being a type of product, it is an ethos that underpins all tourism activities. the objective of sustainable tourism is to retain the economic and social advantages of tourism development while reducing or mitigating any undesirable impacts on the natural, historic, cultural or social environment. sustainable tourism has three aspects, which are environmental sustainability, economic sustainability, and social sustainability. the sanggar as an informal art and culture institution can be part of the social sustainability, and in the future can also be part of the economic sustainability. in this paper, the existence of dance studios in gianyar regency are discussed and how the learning process is conducted. children being the main participants in the activities in the sanggar or dance studio, will also be mentioned accordingly. art and culture being an important part in the social sustainability element will be the main spotlight in this article. 70 research methods the rich potential that gianyar regency has in balinese art and culture, has encouraged the establishment of art studios all around the regency, several of them being focused on balinese dance. with numerous studios scattered around gianyar regency, it is necessary to select a few as the source for this article. to limit the discussion in this article, we will use sanggar paripurna in bona village, blahbatuh and sanggar lokananta in singapadu village, sukawati as the sample. there is no exact terminology for the word sanggar thus in this article the closest word to describe sanggar is studio; which we will use continuously until the end of this paper. the research was conducted on the months of july and august 2019. qualitative data was obtained during the research because the method of data collection was interviewing the owner of the dance studio. interview guidelines were previously prepared to have a structured interview. as the interview continues and answers given, other questions emerged as to obtain other related information for the research. result and discussions the object for this article is sanggar paripurna in bona village, blahbatuh and sanggar lokananta in singapadu village, sukawati. these two dance studios were purposely selected based on their achievements, such as number of students, triumph in various dance contests, their involvement in preserving balinese dance, and popularity among balinese parents. participation in the activities of the dance studio is needed to understand clearly about the vision and mission of the dance studio (mcintosh, 2006). i have visually participated in the dance practices in the dance studio with the owner/ organizer as well as the children/ participants, in which to obtain a much easier approach to retrieve data. sanggar paripurna was established by i made sidja, a multi-talented artist from the village of bona, blahbatuh in 1990. the purpose of establishing this studio was to be the center of preservation, development, and creation of arts. there are various form of arts that can be found in this studio, such as performing arts, theater, puppetery, and the art of making offerings. as i made sidja grew older, the studio was then continued to flourish under the leadership of his fourth child, i made sidia. sanggar paripurna at the moment has a large student body and supporters of around 400 people. its weekly activity includes the learning process of children learning about balinese art and culture, especially balinese dance. young children come to study dance which starts of as a hobby; as a mean to kill time. it is also motivated by the possibility of them to dance in temple ceremonies. the feeling to be able to dance in a temple ceremony usually comes from the parents, which urges their children to learn balinese dance. there is some pride of the parents if having their child as a performer in the temple. this studio since its establishment has grown into an ecosystem of performers which accommodates young to old performers for their performance. sanggar paripurna is one of a few studios that have a daily and weekly performance for tourism. sanggar lokananta in singapadu village, sukawati is another sanggar that is actively nurturing young talents in balinese dance. it has more than 100 students currently, and hundreds of alumni’s. this sanggar was first established as a place to distribute the hobby of i wayan sutirtha, its owner and founder, when he was still studying balinese dance at the indonesian institute of the arts in denpasar. the sanggar was also formed to accommodate the children around the neighborhood to have a place to study dance and balinese culture. the existence of sanggar lokananta in the following years flourished because of its consistency in teaching children and producing skilled dancer that are able to compete in various competitions in gianyar, denpasar, badung, and tabanan. these four regions currently has consistently hold competitions that children of various ages can participate in. because of the quality if dancers it produced, parents outside of the neighborhood is attracted to educate their children in this sanggar. 71 sanggar lokananta currently only teaches children to dance, even though it occasionally participates in several festivals in bali. in previous years it also performed for tourism activities, mainly in the south of bali such as nusa dua and kuta. the demand and terms from the festival officials sometimes is not beneficial to the children such as performing at night, the distance of the venue from the homes of the children, and other terms that the sanggar must adhere in order to perform according to the official’s request. currently these two sanggars have a weekly schedule in educating its students, twice a week. the learning process of balinese dance in the sanggars is strict but also it adjusts to the capability of its students. the sanggar will divide the students according to its age or its dance capability. then it will be determined what kind of dance that is suitable to be learned for that group. basic dance movements are always taught in the beginning of the lesson, to give a warm up and also to perfect every movements of the basic dance techniques. the basic movements and techniques is very important to be mastered in order to be able to master any balinese dance. a teacher or teachers will then teach each group in turns or separate each group to teach them separately. in each group, a specific dance is taught and is usually practiced for several months, with the schedule for learning being twice a week. this method of teaching balinese dance can be seen in almost every sanggar in bali and suitable for the teachers and students. while practicing the dance, values contained in the dance are also implicitly and explicitly mentioned. the students are motivated by the teachers using stories of the importance of balinese dance to the balinese people and culture, such as used in temple ceremonies in their villages. encouraging words are also conveyed to the students to maintain their spirit to study balinese dance. younger children are taught balinese dance as a means to introduce balinese art and culture, nothing mentioned or motivated to perform in tourism performances. older children which understand tourism, especially those from tourism villages such as sukawati and ubud, are explained the benefits of balinese dance in the perspective of tourism. learning the balinese dance by children and balinese people for tourism is never the main factor to study it, but it is explained by the teachers as well as parents the benefits of studying it for tourism. yes it will benefit economically but it is more strongly emphasized that the preservation and development of balinese art and culture is way more important. conclusion the art and culture in bali has grown deep in the roots of the balinese people: understanding that the preservation of balinese art and culture is the most important reason to study it. balinese dance is nurtured, developed, and preserved in the balinese art studios or sanggars. these informal institutions play a big role in preserving the values of balinese art and culture, specifically balinese dance. the learning process in the sanggars is casual but at the same time has its aspects of discipline and seriousness. the students, mostly young children, learn balinese dance in the sanggars to follow the recommendation of their parents, to be able to perform in temple ceremonies, and to be able to dance as a casual hobby. tourism in this sense is not a direct aspect but in the future has a direct impact: providing culture resources for performances in tourism objects and destinations. this as a part of social sustainability, also the sanggars, is a part of the sustainable tourism family. acknowledgement this article is funded by dipa politeknik negeri bali 2019, thus we would like to thank the director of politeknik negeri bali and the head of research and community service center and its staff for funding this research which enables this article to be produced. we also would like the owners and head of sanggar paripurna and sanggar lokananta for their time and information. 72 references adi, n.m., suarna, w., & windia, w. 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(2008). ekonomi pariwisata: introduksi, informasi, dan implementasi. jakarta: pt kompas media nusantara. http://kebudayaan. kemdikbud. go. id/bpnbbandung/2014/06/04/kesenian-tradisionalsebagai-ikon-pariwisata/ accessed 8 june 2016, 22.00. https://doi.org/10.1007/978-3-642-10829-7_18 https://doi.org/10.1007/978-3-642-10829-7_18 https://doi.org/10.1080/14442213.2014.994674 https://doi.org/10.31091/mudra.v32i1.4 http://kebudayaan.kemdikbud.go.id/bpnbbandung/2014/06/04/kesenian-tradisional-sebagai-ikon-pariwisata/ http://kebudayaan.kemdikbud.go.id/bpnbbandung/2014/06/04/kesenian-tradisional-sebagai-ikon-pariwisata/ ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 199 packaging local wisdom-based river tour (a case study of the badung river, denpasar, bali) i gusti ketut purnaya1, i nengah laba2, i made trisna semara3 1,2,3sekolah tinggi pariwisata bali internasional, indonesia email: 1igkpurnaya@gmail.com, 2laba.stpbi@gmail.com, 3semaratrisna@gmail.com abstract this research is to create a strategy in developing a local wisdom-based river tour in badung river, denpasar, bali. it uses mix method. data collection is done using interview techniques, observations, and documentation studies. the data analysis used in this research is internal factor analysis using ifas, external factor analysis using efas, and swot analysis. the results showed that the growth strategy can be designed by maintaining the local culture and wisdom. it is further developed by planning a package river tour which has been tailored to the needs and desires of tourists. the government of denpasar has implemented smart city program by triggering package tour. in fact, the government of denpasar is not yet optimaliced in developing it. the potency has not been able to attract tourists to visit the badung river as a new tourist attraction. therefore, an effort is needed to develop a river package tour to preserve the local wisdom so that it remains sustainable. keywords: local wisdom, river tour, package tours. introduction the rapid development of information and communication technology has affected the business and social life of the community, including the tourism industry (widjaja, et al, 2016). the utilization of information and communication technology in the tourism industry is known as smart tourism. this term has been adopted by tourism industry actors in the hopes of boosting tourists' numbers. bali as a mainstay tourism destination in indonesia is certainly required to focus on planning the development of tourism sector in the future, both in the development of infrastructure and human resources. in addition to tourism development in tourism area, the provincial government of bali seeks to develop tourism by making the river as a tourist attraction. the river in bali itself has a variety of tourism potentials that can be mailto:igkpurnaya@gmail.com mailto:2laba.stpbi@gmail.com mailto:3semaratrisna@gmail.com ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 200 developed. one of these rivers is badung river (tukad badung as tukad means river in english and sungai in indonesian) in denpasar city. in 2010 denpasar city/municipality uses the heart of bali as its brand. it tries to put its position as the heart or center of the island of bali. to develop tourism, denpasar has a vision to develop the city as a sustainable cultural city based on tri hita karana, i.e. a balinese local wisdom stating the inter-harmony among human, god the creator, and nature/environment. to generate tourism in denpasar, an effort has been done by arranging badung river as one of the tourism potentials for a tourist destination. in line with this, the government of denpasar believes that the development of branding of denpasar the heart of bali can have a positive impact, both in terms of economic, environmental and social culture. in addition, it will also affect the preservation of traditional culture such as historical places, monuments, arts, and customs in accordance with the united nation tourism world organization program (2017) where tourism development should concern on sustainability (widhiarini, 2018). the efforts undertaken by the government in the arrangement of the badung river as a tourist attraction has not received optimal results up to now. based on the results of the interviews, there is no information spreading about the existing tourist destinations, causing confusion for tourists in the access due to a limited space and time. consequently, tourists who visit to badung river is still very low. it is suspected because of the lack of diversity package tours. according to putra, et al, (2017), the more cultural heritage that can be identified and prepared to visit, the more attractive the package tour in the eyes of tourists. travellers generally need information from a tour guide or information contained in a map or travel guide book. however, tourist guide information began to metamorphosis into an easy-to-access application in this millennial era. it is closely associated with smart tourism that allows travellers to use digital media to explore tourist destinations. minister of tourism, arief yahya says digital is an important aspect in the promotion of every tourist destination. therefore, it takes an effort to plan the river tour program through the development of local wisdombased package tours on badung river. the urgency of this research is as follows: (1) the absence of community-based tourism development, (2) the fact that it is necessary to develop an interest to preserve local wisdom so that it remains sustainable and ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 201 sustainable. based on the background, the purpose of this research is to create a strategy for development of tourism packages based on local wisdom through a tour in badung river. tour according to indonesia law number 10 year 2009 about tourism (undang-undang kepariwisataan) explained is a travel activity made by a person or group of people by visiting a particular place for the purpose of recreation, personal development, or learning the uniqueness of the tourist attraction visited in a temporaral period. package tour is a planning about tourist activities which has been compiled and sold at a set price. the idea was supported by the research of suwantoro (in fiatiano, 2009) where it is said that the benefits of the package tour is to make the travel comfortable, safe, and can be sold, hence packaged into a package tour where the price includes the cost of travel, hotel, or other facilities that provide comfort for the buyer. local wisdom can be understood as local ideas that are wise, full of wisdom, good value, embedded, and followed by members of the community (qodariah and armiyati, 2013). local wisdom is a value that is considered good and true so that it can endure a long time and even institaried (kasanah, 2013). the value of local wisdom is closely related to people's lives, where these values are usually inherited hereditary and have become part of a lifestyle affecting all aspects of society's life (kebayantini, et al, 2017). the functions of local wisdom include: (1) conservation and preservation of natural resources, (2) human resource development, (3) cultural and scientific development, (4) admonition, belief, literature and abdication, (5) social significance for example communal integration ceremony/relatives, (6) meaningful ethics and moral, (7) political meaning (sartini in qodariah and armiyati, 2013). research method this research uses a mix method with qualitative and quantitative approaches. the data source consists of primary and secondary data. primary data is collected through data collection techniques such as: (1) participatory observation to seventeen tourist destinations in klungkung regency, (2) in-depth interviews with informant consisting of tourism office of denpasar, community and traveller, (3) the distribution of ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 202 polls to the stake holders and respondents concerned with giving weights and reviewing internal factors (strengths and weaknesses) and external factors (opportunities and threats). secondary data is collected through documentation studies of documents, photographs, videos, literature, documents, visitation data, scientific research journals, previous research and from internet sites that have relevance to this research. furthermore, data was analyzed with qualitative descriptive analysis techniques using ifas (internal strategic factors analysis summary), efas analysis (external strategic factors analysis summary), and swot analysis (strength-weakness-opportunitythreat) to determine the priority strategy that can be used in the development of tourism packages based on local wisdom in badung river, denpasar. results and discussion tourism development strategy in badung river according to purnaya, et al (2018), badung river is very strategic to be developed as a tourist destination. they also convey that the badung river has been done setup and the result is very good because of the support from the central and local governments. based on the results of observation, seven tourism potentials in the badung river that can become a tourist attraction in developing local wisdom-based package tours through the river tour cover denpasar city park, puri pemecutan, badung market, kumbasari park, taman pancing, pura luhur tanah kilap, narmada temple, badung river estuary. in determining the strategy and concept of tourism development in badung river, it firstly conducted analysis of internal and external factors. based on the analysis results of internal and external factors, strengths, weaknesses, opportunities and threats can be described to further plan the river tour using a digital package tour. table 1. ifas-weighted, rating, and scoring internal factor weight rating score no. strength (s) 1 the area of badung river denpasar offers all forms of tourism such as nature tourism, historical tourism, spiritual tourism and handicraft tourism 0.25 4 1.00 2 badung river divides the city of denpasar 0.25 4 1.00 ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 203 which is the central government in bali no. weakness (w) 1 government’s effort to make the badung river as a tourist attraction has not been maximally running 0.25 2 0.50 2 lack of parking area at tourist destination 0.25 2 0.50 total 1.00 3.00 (source: purnaya, et al, 2019). table 2. weighted, rating, and efas scores external factors weight rating score no. opportunity (o) 1 the go-jek app that has been used by many people and tourists. 0.20 4 0.80 2 the growing interest in tourists to city tour. 0.20 4 0.80 3 the involvement of local communities in the use of go-jek app whether to be a driver or driver. 0.15 3 0.45 no. threat (t) 1 development of globalization that resulted in local culture and wisdom began to be abandoned. 0.15 2 0.30 2 rapid development of travel agency. 0.15 2 0.30 3 the perception of tourists stating that rivers in indonesia are polluted. 0.15 2 0.30 total 1.00 2.95 (source: purnaya, et al, 2019). based on the results of the ifas and efas analysis, from the point position based on the total score of internal factors and external factors, gained the priority of the strategy as in the following swot matrix. table 3. the swot matrix quadrant point position matrix broad ranking priority strategy 1 2.00; 2.05 4.10 1 growth 2 2.00; 0.90 1.80 3 combination 3 1.00; 2.05 2.05 2 stability 4 1.05; 0.90 0.945 4 shrink (source: processed data, 2019). ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 204 based on the results of the swot analysis, it can be seen in the swot matrix, the most widespread matrix lies in the quadrant i, namely the opportunity and strength. the priority strategy that can be done is to increase the strength to reach opportunities in the position of growth. wulandari, et al (2016) stated that the stable growth strategy is a stable growth strategy where development is carried out gradually with targets adjusted to the current conditions and more focused on the strength factors gradually developing in order to achieve opportunities. based on the conditions in the field, stable growth strategy is applied generally with the development priorities by designing the river tour by developing local wisdom-based package tours as follows: 1. developing badung river area in denpasar as a tourist destination by offering all forms of tourism such as nature tourism, historical tourism, spiritual tourism and handicraft tourism by utilizing the go-jek app. this is already used by many people and tourists through the river tour package tour in the form of go-tour feature. 2. developing badung river area in denpasar as a tourist destination by offering all forms of tourism such as nature tourism, historical tourism, spiritual tourism and handicraft tourism by utilizing the interest of tourists to the city tour through a variety of festival activities held in badung river. 3. developing badung river area in denpasar as a tourist destination by offering all forms of tourism such as nature tourism, historical tourism, spiritual tourism and handicraft tourism by utilizing local community involvement through the use of go-jek app both by a driver and a local guide for tourists when visiting badung river. 4. developing badung river as an icon of tourism in denpasar by utilizing go-jek application in the efforts of digital tourism development 5. developing badung river to become an icon of tourism in denpasar by utilizing the interest of tourists to city tour through the design of a package tour river tour that offers tourist attraction existing in the badung river. 6. developing badung river as an icon of tourism in denpasar by utilizing local community involvement as a provider of transportation services so that the need ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 205 for parking area in the region is not required whereas access to tourist attraction is easy. figure 1. go-jek app added to the feature. badung river: developing river package tour based on local wisdom the development strategy in question is to design a river package tour in badung river. foreign and domestic tourists are more dominant in denpasar area such as sanur and badung regency, which is located ± 5 km from badung river tourist destination. package tour selection is done with various considerations, such as attraction, location, duration of time, and accessibility that make river tour becomes fun activity. as a first step, compiled a digital package tour can be taken in the half or full day tour. this tour can be taken place either in the morning or evening. badung river package tour starts through tourists departing by using the go-jek app, to denpasar city park, puri pemecutan, pasar badung, kumbasari park, taman pancing, pura luhur tanah kilap and the estuary badung dam or the route can be random. figure 2. badung river package tour. start hotels in denpasar hotels in badung f in is h ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 206 image captions (from the top left in accordance with the arrows, from start to finish): hotels in denpasar/badung area, denpasar city park, puri pemecutan, pasar badung, kumbasari park, taman pancing, pura luhur tanah kilap temple narmada, estuary badung river. estimated price from denpasar area is rp 250.000/person, badung area is rp. 250.000/person (source: documentation, 2019). tourists can choose to use two-wheeled vehicles as well as four wheels according to the needs of tourists. the tourists will be served by the local community.they are already a member of the go-jek and they will explain about the tourist attraction directly. participation and community role is indispensable in the tourism development of badung river, so it will give positive impact on both the economy, social culture and the environment. tour functions and assignments are the spearhead of a tourist "liaison" with tourist attraction. a tour guide should be able to drive tourists and be able to play a more strategic role for the tourism speed itself (brahmanto, 2015). this is emphasized in brahmanto (2015), which explains that in the code of conduct, tour guide is a sales marketer of tourism products and contributes to the appeal of the tourist attraction of the perpetrators of destruction. surely the community involved must have good competence in providing services to the tourists themselves. each tourist attraction visited has their own tour program which can be seen in the go-tour feature as follows. a. denpasar city park at night in denpasar city park, tourists can enjoy the uniqueness of a colorful fountain. tourists can also do activities in the form of watching a movie about the culture of bali in denpasar garden theatre. this park is served by various kinds of beautiful decorative lamps. in the morning, tourists can enjoy the morning atmosphere with sports activities, river walk, and leisure activities with family. ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 207 b. puri pemecutan puri pemecutan is a castle located in denpasar city, close to badung river flow. tourists can enjoy the uniqueness of traditional balinese architectural buildings, and can even enjoy the heritage city tour area by utilizing ornamental gig. besides touring around the heritage city tour area, tourists can also enjoy the artistic activities of the residents in the area. c. pasar badung pasar badung (badung market) is located in the center of the hustle and bustle of denpasar city precisely on jalan gajah mada that selling a variety of handicraft items, goods souvenirs typical of bali and various basic necessities. pasar badung is also a culinary center of denpasar city which offers a variety of traditional food such as nasi tekor, nasi ayam betutu, nasi pedas, nasi tempong, nasi jinggo, ayam bakar taliwang, fish soup, babi guling, and other traditional culinary. d. kumbasari park kumbasari park is inaugurated by the mayor of denpasar in 2018. tourists can enjoy and travel around the river using river transportation such as boats or can ride through the sleek inflatable boat. the route starts from denpasar city park to kumbasari park. tourists can also enjoy the charm of colorful fountains even added with a variety of colorful lights in the badung river. e. taman pancing glogor carik's fishing park is located at jalan taman pancing, pamogan, south denpasar. the view in this place is as interesting as other attracted places in denpasar. the uniqueness of this place is the presence of fishing place to eliminate the saturation of the work routine. this park is also planted with various types of plants that give green effect on badung river area. ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 208 f. pura luhur tanah kilap narmada pura (temple) luhur tanah kilap narmada is located on the border of badung regency with denpasar city, precisely located in the area of pemogan village at the estuary of badung river, standing majestically with all the parayangan of all prabhawanya, ida bhatari niang cakti. along the estuary of badung river, there are three temples that each bear soil shine namely: (1) pura griya tanah kilap, (2) pura griya anyar tanah kilap, (3) pura luhur narmada-tanah kilap, adjacent to the shrine of buddhists, dwipayana temple. tourists can enjoy the ceremony activities of pura coincides with purnaming kasa and on certain day/rahina such as saraswati and buda cemeng klau (rambut sedana ceremony). in addition to the unique ceremonial activities tourists can enjoy the architecture of the temple with all prabhawa applying traditional balinese architectural concept. g. badung river estuary dam the tourist can enjoy the water park or an artificial amusement park that has a water fountain with green concept, and has culinary facilities that support the activities in it. this artificial water recreation park is made to resemble the forest by planting many trees that will make the air in the waterpark area feels cool, beautiful, comfortable to do activities. in terms of building or design is classical with elements of local culture, accentuate the style of traditional balinese architecture. tourism activities are developed such as water sport activities. in this area, tourists can also enjoy denpasar festival activities in the form of product exhibitions, culinary, cultural festivities, art and traditional dance. this festival is also a manifestation of cooperation between society and the government for harmony toward the development of the city. conclusion and suggestion based on the results and discussion, six tourism potentials have been identified in badung river. this can be developed as a tourist attraction with local wisdom-based package tours through the river tour in badung river. through local community empowerment and go-jek partnership, it is expected to bring positive impact on the local community in terms of environmental, economic and socio-cultural. human ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 209 resources will be developed in the form of training, while the digital package tour will be developed by grouping the tourist types based on the needs and desires of the tourists. in regard with the development of digital tourism packages strategy, it is expected that local people can cooperate and establish good communication with the government of denpasar in the hope that local wisdom-based travel packages can run effectively. references brahmanto, e. 2015. “magnet paket wisata dalam menarik kunjungan wisatawan asing berkunjung ke yogyakarta”, jurnal media wisata, 13 (2), 338-342. fiatiano, e. 2019. perencanaan paket wisata atau tur. surabaya: universitas airlangga. kasanah, h.n. 2013. mengungkap nilai-nilai kearifan lokal dalam festival malang kembali sebagai upaya pelestarian budaya bangsa. malang: universitas negeri malang. kebayantini, n.l; jayantiari, i. g; arjawa, i.g; erviantono, t.; pascarani, n.n; noak, p.a. 2017. kontribusi nilai kearifan lokal bali bagi perumusan etika penyelenggaraan pemilu di indonesia. bali: universitas udayana. purnaya, i g.k; laba, i n; semara, i m.t; tunjungsari, k.r. 2018. “desain artifisial watershed badung sebagai eco-culinary tourism destination dalam mewujudkan kota pariwisata budaya di denpasar-bali”, laporan akhir tahun penelitian terapan unggulan perguruan tinggi, sekolah tinggi pariwisata bali internasional. putra, i n.d; syamsul a.p; widiastuti. 2017. “denpasar heritage track: revitalisasi paket wisata denpasar city tour”, jurnal kajian bali, 7(2). 42 qodariah, l; armiyati, l. 2013. “nilai-nilai kearifan lokal masyarakat adat kampung naga sebagai alternatif sumber belajar”, jurnal ilmu-ilmu sosial universitas muhammadiyah, 10 (1), 10-20. widhiarini, n.m.a.n; oktaviani, p.e; permanita, n.p.f.d. 2018. “arsitektur tradisional bali pada bangunan puri sebagai daya tarik wisata minat khusus dalam mendukung pengembangan pariwisata di bali” denpasar: sekolah tinggi pariwisata bali internasional. widjaja, a.e, hery riswan e.t. 2016. “meningkatkan potensi pariwisata danau toba melalui konsep smart tourism: aplikasi dan tantangannya”. prosiding seminar nasional inovasi dan teknologi informasi sniti3. wulandari, w., sodik; rahayu, y.i. 2016. “analisis swot terhadap sikap perilaku konsumen dalam memutuskan berbelanja di pasar tradisional program revitalisasi”, seminar nasional dan gelar produk. ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 135 the concensual interaction between a traditional village and hotel investors i wayan kiki sanjaya1, i nyoman darma putra2, i wayan ardika3, i gede mudana4 1sekolah tinggi pariwisata bali internasional, indonesia, 23universitas udayana, indonesia, 4politeknik negeri bali, indonesia email:1kikisanjayabali@gmail.com, 2idarmaputra@yahoo.com, 3ardika52@yahoo.co.id, 4gedemudana@pnb.ac.id. abstract this article examines the agreement and consensus between kedewatan as a pakraman (a traditional village) in ubud, bali, indonesia and hotel investors. it is done as a qualitative approach and analyzed by using two theories of critical cultural studies, namely the communicative action of jurgen habermas and the theory of hegemony by antonio gramsci. data are obtained through observation, document studies, and in-depth interviews. the results of this study found three consensuses between kedewatan villagers and hotel investors. first, the formal legal investment consensus that has an agreement in the form of the contribution of the hotel investor during the investment in kedewatan village. second, the social consensus is the agreement of kedewatan and hotel investors to employ the local community of kedewatan village as hotel employees in accordance with their competencies. third, the cultural consensus is the agreement of both parties to appreciate the local culture and wisdom of local people to be adopted by the hotel investors who set up their business in kedewatan village. keywords: consensual interaction, village, hotel investor, share. introduction kedewatan village in ubud, bali, indonesia, continues to be demanded by hotel investors as a place to invest. in fact, the area is enlivened by the presence of international hotel the ritz carlton mandapa in 2016. in less than a year, another new hotel called impiana is under construction along with the golden tulip resort ubud and the waldorf astoria ubud which are in charge of its licensing process (pitanatri and putra, 2016: 25). related with the rise of investors invested in the hotel sector, it is not mistaken if some of the local figures, one of them is cok ace (tjokorda oka artha ardhana sukawati) argues that ubud will continue to grow, especially in tourism sector (sukawati, 2004: 72; sukawati, 2009). ubud is one of few villages pioneering tourism business in bali. so far, it is a part of bali tourism which belongs to a paradigm called pariwisata budaya (cultural tourism) (sutama, mudana, and astawa, 2017); mailto:1kikisanjayabali@gmail.com mailto:idarmaputra@yahoo.com mailto:ardika52@yahoo.co.id mailto:4gedemudana@pnb.ac.id ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 136 http://ojs.pnb.ac.id/index.php/ijaste/article/view/536), especially a subparadigm called alternative tourism in the form of desa wisata (“tourism village” or village tourism) (amerta and mudana, 2017; http:///ojs.unud.ac.id/index.php/ecs/article/view/32124). the village has played a very important role in the development of bali tourism. the growth of the tourism sector, especially the entry of investors to ubud area has been foreseen by many parties. picard (1992: 120) predicts many investors will be interested in investing their shares in ubud area. that prediction does not missed, precisely the 1998-era star hotels, such as four seasons sayan that has been completed its operation and become a provider of accommodation for tourists who want to stay in the area of ubud. however, the entry of investors to the area of ubud is not without challenges. in the preliminary data of the study, some of four seasons sayan hotels had argued with the local community of sayan, ubudregarding the problem of contribution to the indigenous, traditional villages (desa-desa adat) (sukawati, 2006: 222). if other indigenous villages in ubud occasionally encounter cases of disputes between the investor and the local community covered by the media crew, that phenomenon does not appear to occur at kedewatan village. at the beginning of the study through interviews with i wayan matra, a vice representative of bendesa (head of traditional village) in kedewatan, on february 19, 2017, it is known that the hotel investors who invest atkedewatan village actually disagree with the neighboring villages for various things. kupu-kupu barong hotel as an example, arguing with bunutan village in 2015 for violation of customs. in addition, during the soft opening process of the ritz carlton hotel mandapa, obtained information that this hotel is also arguing with the neighboring village of tegal kuning in 2016 about their area as a hotel view that does not get a decent compensation. both of those information indicates that there is agreement between kedewatan village and the investor which has not been appointed in research. the consensus agreement of indigenous villages of kedewatan and the hotel investors as well as the urgency of the research because it can be a model for other indigenous villages to escape from similar conflicts that may occur in the future. therefore, this study examines the consensus of investors in indigenous village of kedewatan. this condition is also relevant to the characteristics of cultural studies aimed at criticizing the phenomenon of http://ojs.pnb.ac.id/index.php/ijaste/article/view/536 http://ojs.unud.ac.id/index.php/ecs/article/view/32124 ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 137 specializing the dominance of capitalist society (sardar and van loon, 2005: 9) including the tourism sector. methods in essence, this research is a tourism study with the approach that use the theory of cultural studies. the research and writing process are designed qualitatively and critically. the obtained data come from field observations, interviews with investors or investoragents, the administrators of the indigenous village of kedewatan and local communities. in order to obtain valid data, literature reviews and library studies are also conducted as supporting data on consensus between kedewatan indigenous village and hotel investors. in this research, documentation studies used an agreement between kedewatan village with the hotel investors and the perarem (traditional rule) of kedewatan village toward business entity. to examine the problems, two critical theories of cultural studies were used. the first theory is the theory of hegemony by antonio gramsci which reflects the dominative power of the ruler with all forms of persuasive submission (gramsci, 1976). the reason for choosing this theory is very relevant with the condition of the hotel investor which is identical with the power and is assumed to do the dominative practice to kedewatan village in investing. the second theory is the theory of communicative action from jurgen habermas to find the key words in the consensus between pakraman kedewatan (traditional village) and the hotel investor. it means, these theories are chosen because it comprehensively discloses the discourse (choice of words, ways of delivery, and consensual action) between the investors and the kedewatan village). result and discussion kedewatan is included on the seven villages that exist in ubud district. kedewatan has two banjar (group in the village) namely banjar kedewatan and banjar kedewatan anyar. the administrative center itself is managed in kedewatan. data from bps gianyar 2015 provides information that this 150 hectare village has an inhabitant of 2,237 people with different professions. in the tourism sector, kedewatan village ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 138 development competes with other villages in ubud sub-district. the argument is based on three facts. the first fact, related to the main tourism superstructure, kedewatan village has many attractions besides the beautiful natural attraction and culture. the tourists able to take rafting activities provided on the area. kedewatan village has three companies that provide rafting services namely payung rafting, sobek, and ubud rafting. besides rafting, other activities that tourists able to do is trekking by utilizing the position of kedewatan village which is passed by the ayung river as a selling point. the second fact, in the hotel sector as supporting tourism (supporting tourism superstructure), gianyar bps data of 2015 shows there are six star hotels and nine melati (jasmine/non-star) hotels in that area. for the record, kedewatan village has the most number of star hotels in ubud sub-district. the third fact, kedewatan village has a complementary means of tourism (supporting tourism superstructure) such as the presence of a restaurant that provides local cuisine such as kedewatan chicken rice of bu mangku or kayana stand with its grilled ribs which tastes not less than nuri's stand. through document study has not yet found any track record of the hotel investors who invested in kedewatan village have problems to the extent covered by the mass media as mentioned in the background of this study. in an effort to explore social interaction between the investor with kedewatan village information obtained from wayan matra on may 20, 2016 that this condition has been created since the establishment of the amandari hotel in the 1990s. if it analyzed, the hotel-investor's practice scheme that established its business in the 2000s, such as ritz carlton mandapa and impiana hotel is a structured act of the success of the amandari hotel establishment as a benchmark in "adapting" to the condition of kedewatan village. for strengthening that argument, obtained information from the secretary of the office of investment and one stop service (pmptsp), gianyar regency, i gusti ngurah suwastika in an interview on october 26, 2017 the process of investing requires a long process, especially the arrangement of surat izin tempat usaha (situ, license for business site) involving the approval of the local indigenous village. therefore, it is needed to do a preliminary study ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 139 (feasibility study) of the hotels that have been previously successful in obtaining the agreement of the indigenous village. the above process starts from the arrival of the investor as the krama tamiu (individual or people coming from outside) who are represented by their agent conducted socialization by presenting about hotel construction starting from environmental impact analysis, duration of project work up to transparency of development fund in wantilan of kedewatan village. the indigenous villagers then also held a meeting with the residents about the approval of investment in their area. the result of the agreement of the villagers and the kedewatan then submitted to the investor or representative agent. if agreed, then the investor just signed the points of mutual agreement. if it is not agreed, the investor can think in advance or be advised to find locations in other areas. according to i wayan matra, the village manager of kedewatan who was interviewed on july 10, 2017 and supported by data of kedewatan villagers and four seasons sayan hotel granted by bendesa kedewatan village, sang putu pertama, there are three consensus points, namely formal legal consensus, social consensus, and cultural consensus, which became the agreement between the investor of the hotel and pakraman kedewatan. formal legal consensus the first consensus is the formal legal consensus on investment. the consensus includes the approval of the investor with kedewatan village in the pre investment phase as well as on investment management. the investor must pay some compensation as a mortgage fund or base money in accordance with the initial agreement of investment establishment. in a study at the four seasons sayan and ritz carlton madapa hotels, the large amount of compensation amounted to one percent of the total cost of investment development. according to i wayan matra and sang putu eka who were interviewed separately, the bonding fund is flexible and can be repaid three times in accordance with perarem of kedewatan village about retribution to business entity located in kedewatan village in period of 2015-2017. in the pre investment phase, the investor is charged with an annual pengaci fee that is the replacement land of local’s property that being used by outsider as an annual ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 140 compensation as much as a half kilogram of rice/acre multiplied by the amount of area that used. the annual compensation cost range of the annual shovel can be changed according to the local rice price. after construction began, investors had to keep promises to pay a monthly donation of 4 million rupiah and 5 million after the soft opening period. in addition to a number of donations in the pre investment phase, the hoteliers also spend some money to become village members, as residents of the service and charged with the cost of water use compensation (subak fee) every month. figure 1 consensus contribution of kedewatan village and the hotel investors. assessing the consensus between the pakraman and the investor related to the compensation levy is not a levy for the migrant population. that compensation is based on regulation number 39 year 1999 on human rights, government regulation number 25 year 2000 on the authority of provinces as autonomous regions, and bali province regulation number 3 year 2001 about pakraman (traditional village). the point of agreement on compensation which became the consensus of kedewatan village has also been agreed through an internal fence involving community figures in that area. ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 141 analyzing the phenomenon of consensus between the villagers of the pakraman and the hotel investors, there was a simulation of the consensual hegemony theory and the theory of knowledge power. kedewatan village has the power that is able to hegemonically consensus the investors for accepting to follow all of the rules of investing in that region. the power that referred to is none other than the consensus that is contained in the investment perarem which became the hegemonic tool of the kedewatan village to fight symbolically against capitalist ideology, socialism, and feudalism from the investor side of the hotel (piliang, 2004: 357). in its practice, the agreement changed into consensus because of the communicative competence of each party, namely kedewatan village representatives and investors. the pakraman seem to do non-violent subjugation through perarem investing with ethics of moral and equality discourse such as on the cost of fastening and pengaci charged to the investor of the hotel. social consensus in addition to the compensation that has been reviewed, kedewatan villages and the hotel investors are also conscientious to contribute on the social context. in agreement between the pakraman and the hotel investor, four seasons sayan in decision letter number 04/spb-bjr/ix/2012, obtained data about social consensus that hegemony the investor of the hotel parties. the point of the agreement is that investors are also required to employ at least 40 percent of the workforce from the pakraman in accordance with standardization, competence and capacity of the investors. in fact, according to i wayan matra's information, hotels in the kedewatan village area adhere to this social consensus but the competence of local communities are not fully in line with the criteria set by the hotel investors. in line with matra, sang putu eka also confirmed that currently the public can only be accepted at the craft level (staff) position and not sitting in department head position. this study found the phenomenon of social goodness. that is done by the investor parties of the hotel outside the consensus agreement of both parties. the phenomenon is the investor provides training for the hotel excellent students from kedewatan village. ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 142 according to sang putu eka, the hotel parties always give opportunity and prioritize the students of kedewatan village to do the internship (training) which is the school program. another phenomenon that is gained in this research is grants or religious aid outside of csr (corporate social responsibility) funds to the community when holding a religious ceremony. from wayan matra's information, this provision does not bind the hotel in writing and the nominal range is not specified. matra also said that donations isgiven in the form of rice or consumption during the ceremony take place or cash depending on the financial condition of the hotel concerned. in addition to matra’s statement, sang putu eka informed that the pakraman did not use the presence of investors as a livelihood or source of donations. some related donations such as for nyepi holiday celebration in the form of ogoh-ogoh construction are not directly charged to the hotel but are distributed by kedewatan village. figure 2. the practice of social consensus between kedewatan village and hotel investors. analyzing the phenomenon of social consensus between kedewatan villagers and the hotel investors, is very much in line with the simulation of the theory of communicative action from habermas. consensual hegemony can occur if the actor in ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 143 the pakraman can convince the investor by touching the emotional side and stating the issues of equality such as habermas ideas in edkins and william (2009: 251-252). meanwhile, from the perspective of hotel investors, social consensus is a sensitive issue that can threaten the existence of investments into capitalist machines of investors. for the further study of social consensus between kedewatan villagers and hotel investors, this phenomenon answers why hotels in the region rarely having conflict with local people. the investor gets a fortress of protection from the kedewatan village through mutualism that exists between both parties. cultural consensus in the consensus of this culture, the consensus applies in the agreement between the investors and the village of kedewatan. in the observation studies at the ritz carlton hotel, four seasons sayan, and puri amandari, showed that all hotels adhering to carrying out this cultural consensus with three evidences. the first evidence, the practice of adopting the form of hotel buildings that follow the rules and norms of local wisdom in ubud. the balinese architecture that they created is not rigid but instead transformed into something unique and thematic from their hotel with its balinese design. the second evidence, the practice of appreciating local culture by collaborating with art workers to perform at their hotels. the art workers invited to perform are from the local pakraman. the information provided by wayan matra in an interview dated may 20, 2016 also confirmed that the hotel does use the services of local residents in several art performances at events such as gala dinner (dinner). the third evidance, the hindu-bali trust award as the spiritual essence of the hotel. hotel mandapa ritz carlton is owned by locals descended from jakarta but interestingly when laying the first stone using the hindu-bali belief through the process of mecaru thus stated by wayan matra. similar to what happened at the four seasons hotel, they even routinely performed odalan (religious celebrations according to hindu belief) as the essence of their hotel anniversary. this would be a contraction for the tourists who stay and become more valuable than just staying. ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 144 figure 3 application of cultural consensus in the form of hotel buildings in the village of kedewatan. analyzing the cultural consensus of both parties, it appears that their interaction is the embodiment of community-based tourism ideology by promoting culture. from the perspective of cultural studies, kedewatan village phenomenon managed to hegemonically consensus the investors as embodied by gramsci (1976: 57-58). with the evidence already presented, it appears that the investor successfully hegemony symbolically by using the consensus of both parties. the investor as the hegemonic party is not in a disadvantaged condition. investors actually having benefit because it is legally formal on the track on the tourism ideology in ubud that promotes community-based tourism by promoting culture. conclusion consensual interaction by long negotiations between kedewatan village and the hotel investors in ubud are pointing into three conclusions. first, there is a formal legal consensus that affects investors from the pre-investment phase, development to investment management phase through the agreement of both parties. second, through the ethics of social equality discourse then, social consensus was born so that the hegemony of hotel investor able to give donation to create mutualism between both parties. third, through the cultural hegemony which became the consensus of both ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 145 parties, there was a community-based ideology simulation that promoted by the local culture in kedewatan village. the point is, in the interaction, there is a process of consensus between the parties involved. borrowing the concept of giddens (barker 2005, 2014), there is a duality of structure, between the "top" objective structure, i.e. the owner of tourism capital, in this case the hotel investor in ubud and the subjectivity of the "bottom", i.e. the kedewatan village community. therefore, there is a mutual understanding between the different needs between the two parties about the problem in many destinations or other tourist destinations, both in bali and outside bali. references amerta, i made suniastha; mudana, i gede. 2017. “the meaning of the development of alternative tourism at jasri village, subagan sub-district, karangasem”, ejournal of cultural studies, volume 10 number 1, february. available at: https://ojs.unud.ac.id/index.php/ecs/article/view/32124). date accessed: 29 july 2018. barker, chris. 2005. cultural studies: teori dan praktik. yogyakarta: bentang. barker, chris. 2014. kamus kajian budaya. yogyakarta: kanisius. edkins, jenny and nick voughan williams. 2010. teori-teori kritis menantang pandangan utama studi politik internasional. yogyakarta: pustaka baca. gramsci, antonio. 1976. selection from prison notebooks. new york: international publisher. picard, michel. 1992. bali: pariwisata budaya dan budaya pariwisata. jakarta: kepustakaan populer gramedia. piliang, yasraf amir. 2004. dunia yang dilipat. yogyakarta: jalasutra. pitanatri, diah; darma putra, i nyoman. 2016. wisata kuliner atribut baru destinasi ubud. denpasar: jagat press. sardar, ziauddin; van loon, borin. 2005. seri mengenal dan memahami cultural studies. batam: scientific press. sukawati, tjokorda oka artha ardhana. 2004. ubud terus bergerak. denpasar: bali media adhikarsa. sukawati, tjokorda oka artha ardhana. 2006. kembang rampai desa ubud. denpasar: pustaka nayotama. sukawati, tjokorda oka artha ardhana. 2009. dinamika ruang pariwisata bali. denpasar: pustaka nayotama. https://ojs.unud.ac.id/index.php/ecs/article/view/32124 ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 146 sutama, i ketut; mudana, i gede; astawa, i ketut. 2017. “balinese culture and repeat visitors to bali”, international journal of applied sciences in tourism and events, volume 1, number 2, june. available at: http://ojs.pnb.ac.id/index.php/ijaste/article/view/536. date accessed: 29 july 2018. sources of regulations and amendment/agreement/document badan pusat statistik kabupaten gianyar, 2015. kesepakatan bersama desa kedewatan dengan four seasons sayan nomor 04/spbbjr/ix/2012. perarem desa pakraman kedewatan tentang pungutan retribusi terhadap hotel yang berlokasi di desa pakraman kedewatan tahun 2012-2017. peraturan daerah kabupaten gianyar nomor 10 tahun 2013 tentang kepariwisataan budaya kabupaten gianyar. http://ojs.pnb.ac.id/index.php/ijaste/article/view/536 ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 12 antecedents of customer satisfaction in food service business (a review) rafael modestus ziku1, liesiana kurniawati2, febi marice erni utan3, adrianus nabung4, 1,2,3,4 department of hotel management, politeknik elbajo commodus, indonesia email: 1rafael.ziku@poltekelbajo.ac.id, 2liesiana@poltekelbajo.ac.id, 3feby@poltekelbajo.ac.id, 4adrianus.nabung@poltekelbajo.ac.id abstract this study presents literature review relating to antecedents of customer satisfaction in food service business. the review is based on literatures about customer satisfaction in food service related business that have been published in peer reviewed journals in the period from 2012 to 2016. a total of 17 articles were reviewed. through a systematic review process, the result of this study shows there are three major antecedents of customer satisfaction in food service related business, namely quality of service, food attributes, and atmospheric factors. keywords: antecedents of customer satisfaction; food service business, journal. introduction food is an important element of tourism. the role of food service cannot be separated from tourism industry. tourism and food production are seen as potentially significant sources of economic development in rural areas (hall, et al, 2003). spending on food is a major item in the tourist budget which in total may constitute a pillar of many national and sub-national economies with estimates that food and beverages account for as much as a third of overall expenditure (henderson, 2009). food has become important attraction for international visitors to visit a destination. as ardabili, et al (2011) stated that one of the main implicit factors that tourists consider in choosing the destination is food. in line with that, wijaya, et al, (2013) noted that visitors are increasingly travelling to destinations in search of culinary experiences. given the fact that food is important aspect of tourism, it is important for food service provider to maintain satisfaction of its customers. customer satisfaction leads to advantage consequences for food service industry. in the restaurant business, customer satisfaction can be linked directly to restaurant sales (hwang & zhao, 2010). restaurateurs are striving hard to satisfy customers in order to retain them and build market share (noone, 2008). many researchers discovered that in food service business, satisfied customer lead to positive behavioral intention (liu, et al, 2009; qin, mailto:1rafael.ziku@poltekelbajo.ac.id mailto:2liesiana@poltekelbajo.ac.id mailto:3feby@poltekelbajo.ac.id mailto:4adrianus.nabung@poltekelbajo.ac.id ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 13 & prybutok, 2009; ryu, et al, 2012; liang & zhang, 2012), revisit intention (han, et al 2009; and law, et al 2004), and word of mouth (babin, et al 2005). satisfaction can be described as the fulfillment obtained by a customer after consuming a product or service (oliver, 1997). satisfaction is the feeling that occurs in a customer upon completing a purchase, in the phase following the acquisition of a service (senic & marinkovic, 2013). customer satisfaction is essential component for successful business, especially in service business. as sabir, et al (2014) noted that customer satisfaction plays a pivotal role in success of every business organization whether it is meant for a product or a service. rimmington & yuksel (1998) stated that the concept of customer satisfaction is essential to the effective delivery of service. customer satisfaction with a company’s products or services is often seen as the key to a company’s success and long-term competitiveness (law, et al, 2004). many researchers agreed that customer satisfaction is essential for successful and survival of a business (pizam & ellis, 1999; gilbert, et al 2004; gupta, mclaughlin, & gomez, 2007). figure 1 customers are enjoying food at restaurant. food service business must provide satisfaction to its customer for the purpose of advantages. in the restaurant business, customer satisfaction can be linked directly to restaurant sales hwang & zhao (2010). restaurateurs are striving hard to satisfy ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 14 customers in order to retain them and build market share (noone, 2008; zhang, et al, 2013). as suggested previously, customer satisfaction lead to advantage consequences for food service business providers, this paper aim to explore literatures to provide information regarding antecedents of customer satisfaction in food service business. research methodology this study is a literature review focusing on relevant studies on antecedents of customer satisfaction in food service business that published during the period of 2012 through 2016. to accomplish the aim of this study, author searched for literatures on customer satisfaction from on line literatures database by typing relevant search terms such as "guest", "customer", "consumer" "satisfaction", "restaurant", "food service" in the search tool. a total of 17 relevant articles were downloaded and reviewed. result and discussion quality of service research shows there are many antecedents to customer satisfaction in food service business. one of the major antecedents to customer satisfaction is the quality of service given by a food service provider to its customers. gorondutse & hilman (2014) conducted a research to explore the most common constructs for quality in the food and beverages industry that influence customer satisfaction. they found that attributes of service quality (tangibility, reliability, responsiveness, assurance & empathy) have positive and significant influences on customer satisfaction. in line with previous research, mason, jones, benefield & walton (2016) investigated factors that may enhance quick-service restaurant consumer dining satisfaction and behavior intentions. they found that restaurants that offer higher service quality (speedy service, accuracy of order received, professionalism of staff, etc.), are more likely to have satisfied consumers. other researchers conducted survey research to explore international tourists’ satisfaction with ghanaian upscale restaurant services and revisit intentions were adam, adongo & dayour (2015). they concluded that attributes of service quality in the ghanaian upscale restaurant have impact on visitor’s satisfaction. ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 15 table 1. summarize of service attributes no author(s) service attributes 1 mason, jones, benefield & walton (2016) service quality (speedy service, accuracy of order received, professionalism of staff) 2 min (2016) kindness of staff 3 mathe-soulek, slevitch & dallinger (2015) accuracy, ease of understanding, speed, high friendliness 4 adam, adongo & dayour (2015) service quality: tangible aspects, reliability, assurance, responsiveness & empathy 5 min & lee (2014) service factor (skill of handling complaints, level of english communication by staff, and kindness of servers) 6 swimberghe & wooldridge (2014) service quality 7 marinkovic, senic, ivkov, dimitrovski & bjelic (2014) quality of interaction 8 gorondutse & hilman (2014) attributes of service quality (tangibility, reliability, responsiveness, assurance & empathy) 9 mathe-soulek, scott-halsell & roseman (2014) customer orientation 10 ma, qu & eliwa (2014) staff service quality 11 han & ryu (2013) service encounter performance 12 gazzoli, hancer & kim (2013) employee-level customer orientation 13 choi & sheel (2012) sitting service & human service 14 liang & zhang (2012) interaction orientation in 2012, choi & sheel examined the relationship between the services offered to waiting customers and customer satisfaction in family restaurants. they confirmed that the most critical factor that affected customer satisfaction was sitting service. that is, providing spaces and chairs for waiting customers significantly enhance their satisfaction. in addition, the human service was also proven to affect customer ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 16 satisfaction. han & ryu (2012) explored what factors driving customers’ word-ofmouth intentions in full-service restaurants. they found that the effect of service encounter performance on customer satisfaction is positive and significant. another researcher that examined the relationships between interaction orientation and customer satisfaction were liang & zhang (2012). the analytical results of their research demonstrated that interaction orientation significantly influenced customer satisfaction. min (2016) found out that kindness of staff were the top three significant factors to customer satisfaction with ethnic korean restaurant. mathe-soulek, slevitch & dallinger (2015) applied mixed-method research to address drawbacks of importance–performance method and develop a novel approach that identifies satisfaction drivers for unit-level quick service restaurant (qsr). they found that the service attributes such as of ease of understanding the order taker, cleanliness, and speed provide a surprise and delight that will enhance customers’ satisfaction. finally, high friendliness will increase satisfaction. moreover, min & lee (2014) conducted a study to explore the connection between australian residents’ satisfaction with korean cuisine. the study findings reveal that the service factors such as skill of handling complaints, level of english communication by staff, and kindness of servers had relationship to australian residents’ satisfaction with korean cuisine. swimberghe & wooldridge (2014) conducted a study specifically in quick service restaurant to examine the relationship between service quality, and customer loyalty. results of the study showed that service quality directly influence customer satisfaction. marinkovic, senic, ivkov, dimitrovski & bjelic (2014) in their attempt to identify the antecedents of satisfaction and revisit attentions of full-service restaurants found that atmosphere and quality of interaction have surfaced as significant antecedents of satisfaction. mathe-soulek, scott-halsell & roseman (2014) shows that customer orientation will be positively related to customer satisfaction. ma, qu & eliwa (2014) examined the structural relationships among staff service quality, customer satisfaction, and loyalty in the context of fine-dining restaurants with a special focus on gender’s moderating effects. the results showed that staff service quality contributed to the customers’ satisfaction. gazzoli, hancer & kim (2013) were motivated by a desire to understand why employee‐customer orientation influences customers' perceptions of the service encounter. the result of the survey research shows that employee level customer orientation was significantly related to customer’s perception of internal quality, which in turn positively affects customer service. ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 17 food attributes food attributes plays important role as antecedent of customer satisfaction in food service business. this literature review has shown that many researches indicated that food attributes have positive influence on customer satisfaction. as bufquin, dipietro & partlow (2016) investigated the effects of specific service quality dimensions from the dinex model on customers’ satisfaction and behavioral intentions. they found that food healthfulness and food quality have an influence on customers’ satisfaction. min (2016) conducted a study to identify the selection attributes and satisfaction of ethnic restaurants in a multi-ethnic society. the study indicated that freshness of food, followed by taste of food, kindness of staff were the top three significant factors to customer satisfaction with ethnic korean restaurant. in addition, mason, jones, benefield & walton (2016) investigated factors that may enhance quick-service restaurant consumer dining satisfaction and behavior intentions. result analysis shows that: firstly, restaurant that provides higher quality food (flavor, freshness, etc.), they tend to be more highly satisfied with their dining experience. table 2. summarize of food attributes no author(s) food attributes 1 bufquin, dipietro & partlow (2016) food healthfulness and food quality 2 min (2016) freshness of food, taste of food 3 kim, park, kim & ryu (2013) perceived healthiness 4 min & lee (2014) food factor (taste of food, amount of food, and freshness of food). 5 swimberghe & wooldridge (2014) food quality 6 ma, qu & eliwa (2014) food quality 7 mathe-soulek, slevitch & dallinger (2015) taste, temperature 8 mason, jones, benefield & walton (2016) food quality (flavor, freshness) ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 18 other researchers, mason, jones, benefield & walton (2016) investigated factors that may enhance quick-service restaurant consumer dining satisfaction and behavior intentions. result analysis shows that the restaurant that provides higher quality food (flavor, freshness, etc.) they tend to be more highly satisfied with their dining experience. mathe-soulek, slevitch & dallinger (2015) applied mixed-method research to address drawbacks of importance–performance method and develop a novel approach that identifies satisfaction drivers for unit-level quick service restaurant (qsr). they found that taste, temperature, and accuracy are factors that a qsr drivethru must be proficient at as a minimum threshold for consumer satisfaction. kim, park, kim, & ryu (2013) examined the inter-relationships among perceived restaurant food healthiness, value, satisfaction, and re-patronage intentions in mid-to-upscale restaurants in south korea. their finding indicated that perceived healthiness and value have a significant direct influence on diner’s satisfaction. moreover, min & lee (2014) conducted a study to explore the connection between australian residents’ satisfaction with korean cuisine. the study found that selection attributes (facility, menu, service & food) of korean restaurant. the study findings reveal that four factors were derived as selection attributes of korean restaurants: the facility factor (atmosphere, interior design, scale and size, and room lighting), the menu factor (diversity of menu, and uniqueness or originality of menu), the service factor (skill of handling complaints, level of english communication by staff, and kindness of servers), and food factor (taste of food, amount of food, and freshness of food). however, the menu factor has the most positive influence on customer satisfaction. swimberghe & wooldridge (2014) conducted a study specifically in quick service restaurant to examine the relationship between the three dimensions of relationship quality (food quality, service quality, and environment quality) and customer loyalty. results of the study showed that food quality, service quality, and environment quality directly influence customer satisfaction. ma, qu & eliwa (2014) examined the structural relationships among food quality, staff service quality, image, customer satisfaction, and loyalty in the context of fine-dining restaurants with a special focus on gender’s moderating effects. the results showed that food quality and staff service quality both contributed to the customers’ satisfaction. ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 19 atmospheric factors atmospheric factors have important role in enhancing customer satisfaction in food service business. researchers such as raab, zemke, hertzman & singh (2013) in their study to gain knowledge of the impact of the noise environment on restaurant customers’ overall satisfaction levels concluded that noise level factors such as effects of noise and appropriateness of noise levels, influenced overall satisfaction. other researchers that investigated factors that may enhance quick-service restaurant consumer dining satisfaction were mason, jones, benefield & walton (2016). the results of their study shows that the restaurants that provide desirable physical surroundings (attractive décor, suitable music, appropriate lighting, etc.) can also improve their consumers’ levels of dining satisfaction. moreover, min & lee (2014) conducted a study to explore the connection between australian residents’ satisfaction with korean cuisine. the study revealed that the facility factor (atmosphere, interior design, scale and size, and room lighting) have relationship to australian residents’ satisfaction with korean cuisine. swimberghe & wooldridge (2014) conducted a study specifically in quick service restaurant to examine the relationship between environment quality) and customer loyalty. results of the study showed that environment quality directly influence customer satisfaction. marinkovic, senic, ivkov, dimitrovski & bjelic (2014) in their attempt to identify the antecedents of satisfaction and revisit attentions of full-service restaurants found that atmosphere and quality of interaction have surfaced as significant antecedents of satisfaction. mathe-soulek, slevitch & dallinger (2015) applied mixed-method research to address drawbacks of importance–performance method and develop a novel approach that identifies satisfaction drivers for unit-level quick service restaurant (qsr). they found that the factor of cleanliness will enhance customer’s satisfaction. table 3. summarize of atmospheric factors no. author(s) atmospheric attributes 1 raab, zemke, hertzman & singh (2013) noise level factors such as effects of noise and appropriateness of noise levels 2 min & lee (2014) facility factor (atmosphere, interior design, scale and size, and room lighting) ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 20 3 swimberghe & wooldridge (2014) environment quality 4 marinkovic, senic, ivkov, dimitrovski & bjelic (2014) atmosphere 5 mathe-soulek, slevitch & dallinger (2015) cleanliness 6 mason, jones, benefield & walton (2016) physical surroundings (attractive décor, suitable music, appropriate lighting) conclusion this study has reviewed the literature on consumer satisfaction in the food service business. the results of systematic review of literatures shows there are three major factors of antecedents of customer satisfaction in the food service business, namely quality of services, food attributes and atmospheric factors. recommendation: food service business marketing practitioners can develop a marketing strategy according to the results of this study. references adam, i., adongo, c. a., & dayour, f. 2015. 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"international visitor dining experiences: a conceptual framework". journal of hospitality and tourism management. 20, 34–42. ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 221 exploring local community perception to the ecotourism development attraction at tumpa mount forest park, manado, indonesia jufrina mandulangi1, benny irwan towoliu2 state polytechnic of manado, manado, indonesia email: 1jufrinam@gmail.com, 2benny.tourism@gmail.com, abstract tourism development is inseparable from the role of local communities, government and the private sector. but in practice sometimes only the government and the private sector dominate the development of tourism. local people who are part and even the owner of a natural and social-cultural tourism attraction are not involved in planning the development of a tourist area, and tend to be marginalized. this study aims to explore the perception of local communities towards the development of the tumpa mount people's forest park as an ecotourism attraction. descriptive qualitative research methods are used to describe or use the details obtained from respondent’s explanation supported by data that are quantitative. respondents sampling technique is purposive. the results show that the community support the establishment of this area is to become ecotourism attraction. keywords: local community, ecotourism development attraction introduction the concept of pro-poor-tourism shows tourism development must provide benefits for increasing the income of local residents. tourism must at least be able to open full or part-time employment opportunities, provide benefits to people's lives in the form of supporting facilities and infrastructure, as well as opportunities for the community in the decision-making process to improve life by ensuring better access to tourists and tourism operators, ( hermantoro, 2010). this means that the local community is empowered in a tourist attraction. community empowerment can be in the form of; (1) enable setting where strengthen conditions at the local level to be good, so that local people can be creative, (2) empowering local communities where the local people must be improved in their knowledge and skills so as to be able to utilize settings properly and (3) socio-political support, support is needed in the form of social, political, mailto:author@author1.com mailto:author61@author2.com ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 222 networking etc., (pitana, in permanasari, 2010). the last few years alternative forms of tourism that are suitable and can protect the ecological, social-cultural environment and the improvement of people's welfare are ecotourism. ecotourism is responsible travel to natural areas which conserves the environment and improves the welfare of local people, (ties in lindberg & hawkins 1993). ecotourism must empower local residents then develop small business, improve infrastructure, security, communication, health and more, and make sure that tourism does not lead to environmental degradation, teach local population to respect native culture, improve conditions, prevent and encourage community participation in planning and decision making process, (ashley, et. al 2001). meanwhile ecotourism is a form of tourism that preserves the ecological environment, preserves social culture, is not consumptive, orientation towards local residents in the form of supervision and provides economic benefits, (goodwin, 1996; fennell, 1999; eaa, 2000). the development of a tourist area is a strategy used to advance, improve, and improve the condition of tourism of an object and tourist attraction so that tourists can visit and be able to provide benefits to the community around the object and attraction of tourism and for the government, (paturusi, 2008). mount tumpa is the name of the mountain located in the northern part of manado city ± 15 km from manado city center and very close to the bunaken national park. defined as a community forest park based on the decree of the minister of forestry of the republic of indonesia number sk.434 / menhut-ii / 2013 dated july 17, 2013. in accordance with the vision of the city of manado as an ecotourism model city, in 2012 in the regional tourism development master plan (rippda) of this region designated as a forest and mountain ecotourism product. in planning the development of ecotourism should need to do an assessment of the potential of nature whether it is feasible or not ecotourism products developed (towoliu, et.al, 2018). however, considering that some of these areas are part of the bunaken national marine park, and the area is also designated as a forest park, then in fact that the mount tumpa area is still a natural area that can be used as an ecotourism area. ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 223 in the development of ecotourism, local people are an inseparable part of a tourist attraction. they need to get understanding and attention and also be invited to be involved in these activities. the purpose of this study was to determine the perception of the community around the area of the development of tumpa mount as an ecotourism attraction. research method in this study using two forms of data, namely primary data and secondary data. for primary data collected through surveys to communities located around the area by using a purposive sampling method (basuki, 2006). the main data collection locations are in five villages that are directly adjacent to the mount tumpa forest park (tahura/taman hutan raya gunung tumpa) such as; molas, meras, tongkaina, pandu and tiwoho villages and other surrounding communities who are considered to have interactions with the mount tumpa region. the number of respondents taken amounted to 59 people with the consideration of (1) that that the characteristics of community life are dominated by farmers and fishermen meaning that their livelihoods are homogeneous, (2) community life in the tahura region is considered to affect the development of tourism in the region, (3) the magnitude of the sample needed is only for information considerations (antara, 2009). the survey was made in the form of a list of questions totaling 19 questions using a likert scale with alternative answers, namely strongly agree, agree, do not know, disagree and strongly disagree. the results of the answers are made in the form of a percentage. whereas for secondary data taken what is needed is the number of residents in each village and type of community livelihood. this data was obtained from the unit pelaksana teknis taman hutan raya (upt tahura) gunung tumpa, north sulawesi province. (technical implementation unitmount tumpa forest park) result and discussion based on research results; secondary data obtained from the upt tahura shows demographic data as shown in figure i, ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 224 data on the number of people living in the tumpa mount area based on village are molas (39%), meras (7%), tongkaina (12%) pandu (33%) and tiwoho ((9%). these five residential areas are flat the people live from managing the natural resources in the area, so from the attitudes and behaviors of the people have the same tendency in daily activities, this trend can be seen from the pattern of community livelihoods as shown in figure 2 below. the percentage of jobs are farmers (41%), fishermen (19%), private employees (20%), civil servants (6%), trading (4%), handyman (3%) breeder (1%) and others (6%) ) the livelihoods of the people around the area are dominated by farmers and fishermen. source: upt tahura (taman hutan raya) homogeneous livelihood patterns such as farmers and fishermen greatly affect the level of community decisions in making decisions in determining their attitudes and perceptions. this means that the development of ecotourism-shaped tourism in the region, will greatly touch and directly affect the work life occupied by the community at this time. following are the results of questionnaire data collection on 59 respondents, namely the community living in the tumpa mount forest park area. ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 225 source: upt tahura (taman hutan raya) in table 1 shows the profile of respondents. the percentages of respondents who were in the villages were: molas (55.9%), meras (13.6%), pandu (15.3%) tongkaina (6.8%) and others (8.5%). the data is considered to be represented from each village area when compared to the data in figure 1. table 1. respondent profile category frequensi percent village molas 33 55.9 meras 8 13.6 pandu 9 15.3 tongkaina 4 6.8 lainnya 5 8.5 gender male 30 50.8 female 29 49.2 age <20 years 0 0.0 21 s/d 30 years 14 23.7 31 s/d 40 years 26 44.1 41 s/d 50 years 15 25.4 > 51 years 4 6.8 ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 226 education primary school 4 6.8 junior high school 16 27.1 secondary high school 30 50.8 high education 9 15.3 source: data process the gender of the respondents shows the same division of men (50.8%) and women (49.2). furthermore, age seems to be dominated by productive age at work, namely age 21 to 30 years (23.7%), 31 to 40 years (44.1%), 41 to 50 years (25.4%) and> 51 years (6.8%). this means that in terms of maturity and work productivity, the average adult has the ability to make decisions; this is also supported by elements of education that are considered adequate. for the education category of respondents seen as having sufficient educational background, namely: secondary high school (50.8%), junior high school (27.1%) higher education (15.3%) and primary school (6.8%). this means that the average respondent has taken a good formal education, at least having sufficient thinking skills in providing input for the development of tourism around the region. table 2 local community's perception of ecotourism development n o uraian percentage (%) sa a n da sda 1 the area was developed as a tourist area 81.4 15.3 1.7 1.7 0.0 2 interested in being involved in tourism development planning 45.8 44.1 8.5 1.7 0.0 3 involved in supervising the ecotourism project location 49.2 40.7 8.5 1.7 0.0 4 asking the opinions from community and religion leaders in the development of tourist areas 55.9 30.5 13.6 0.0 0.0 5 local people work on projects like guides restaurant and lodging employees, parking attendants etc.) 40.7 39.0 8.5 11.9 0.0 6 local people as managers of accommodation services, restaurants, attractions and transportation 47.5 33.9 8.5 10.2 0.0 7 local people become marketing and promotion personnel by working with a tour operator 33.9 44.1 11.9 10.2 0.0 8 local people as a provider of basic necessities ecotourism projects such as foodstuffs (vegetables, fruits,meat, flowers, fish, rice etc.) 45.8 42.4 5.1 6.8 0.0 9 local people as providers of building materials such as palm fiber, bamboo, wood, matting and carving 25.4 45.8 11.9 16.9 0.0 10 local community as a provider of handicrafts, souvenirs,such as: typical food, carvings, woven paintings 39.0 39.0 5.1 16.9 0.0 11 local communities as project management service business managers ecotourism such as tent rentals, diving equipment, workshops etc. 20.3 55.9 10.2 13.6 0.0 ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 227 12 willingness to maintain the natural environment and all animals that exist in the tumpa mountain region 91.5 8.5 0.0 0.0 0.0 13 will not cut wood or hunt animals in tumpa mount area 74.6 20.3 5.1 0.0 0.0 14 willing to remind and even reprimand relatives neighbors not to do damage (logging / hunting) in the tumpa mount area 61.0 32.2 3.4 1.7 1.7 15 willing to other communities to plant back on the mountain is already broken. 52.5 45.8 1.7 0.0 0.0 16 do not expand the plantation area to its limit specified as the object area. 20.3 55.9 6.8 15.3 1.7 17 the pattern of farming is inherited from parents and happy to keep the habit. 32.2 61.0 5.1 1.7 0.0 18 life together (mutual cooperation) between communities already for a long time and happy to be maintained. 66.1 32.2 1.7 0.0 0.0 19 good habits from parents / ancestors in everyday life it needs to be maintained 59.3 39.0 1.7 0.0 0.0 source: data process in table 2, the following shows the percentage of answers from each respondent available. from the question of community perception if the region is developed as a tourist area; respondents seen 81.4% expressed strongly agree, 15.3% stated agreed, 1.7% said they did not know, while the remaining 1.7% said they did not agree. for statements of community willingness to be involved in tourism development plans; 45 respondents, 8% expressed strongly agree, 44.1%, agreed and 8.5% said they did not know while 1.7% respondents said they did not agree. statement from the community in monitoring the ecotourism project location; 49.2% of respondents stated strongly agree, 40.7% stated agreed and 8.5% stated they did not know. while the other 1.7% respondents stated that they did not agree. to solicit opinions from community leaders and religious leaders in developing tourist areas; 55.9% of respondents stated strongly agree, 30.5% stated agreed and 13.6% said they did not know. there were no respondents who said they disagreed with this question. local people are involved in working on projects such as being guides, security, restaurant employees / parking attendants, etc. respondents' responses; 40.7% stated strongly agree, 39.0% stated agreed and 8.5% said they did not know. whereas 11, 9 stated they did not agree. local community as manager of accommodation / accommodation services, restaurants / kiosks, tourist attractions and transportation within the project area; 47.5% of respondents stated strongly agree, 33.9% stated agreed and 8.5% stated they did not know. while 10.2% said they did not agree. local people become ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 228 marketing and promotion personnel in collaboration with tour operators; 33.9% of respondents stated strongly agree, 44.1% stated agreed and 11.9% stated they did not know. while 10.2% said they did not agree. then the local community as a supplier / supplier of basic ecotourism projects such as food suppliers (vegetables, fruits, drinks, meat, flowers, fish, rice, etc.); 45.8% of respondents stated strongly agree, 42.4% stated agreed, and 5.1% said they did not know. while 6.8% respondents said they did not agree. furthermore, the local community as a provider of building materials such as palm fiber, bamboo, wood and woven and carving; respondents 25.4% stated strongly agree, 45.8% stated agreed and 11.9% stated they did not know. while 16.9% of respondents said they did not agree. local people as providers of handicrafts / souvenirs (ole-ole) such as special food, carvings, wicker, etc .; 39.0% respondents stated the same, that is, they strongly agreed and agreed, then 5.1% of respondents said they did not know. while 16.9% of respondents said they did not agree. furthermore, the local community as a business manager supporting the ecotourism project services such as tent rentals, diving equipment, workshops, etc .; respondents 20.3% expressed strongly agree, 55.9% agreed and 10.2% said they did not know. while the other 13.6% respondents said they did not agree. then for the statement of the community's willingness to maintain the natural environment and all animals in the tumpa mount people's forest park area; 91.5% of respondents stated strongly agree and 8.5% agreed. there is no statement that is neutral (do not know) or reject by stating disagree or strongly disagree. for statement of not going to cut wood and hunt animals / wild animals in the tahura region; 74.6% of respondents stated strongly agree, 20.3% stated agreed and 5.1% said they did not know. there were no respondents who refused by hunting down statements of disagreement or strongly disagreeing with the statement. willing to remind and even urge relatives and even neighbors to not destroy (cut and hunt) plants and animals around the tahura region; 61.0% of respondents stated strongly agree, 32.2% stated agreed and 3.4% said they did not know. while the remaining 1.7% of respondents stated disagree, and 1.7% stated strongly disagree. for the reforestation (reforestation) of mountain parts that have been damaged; 52.5% of respondents stated strongly agree, 45.8% stated agreed and 1.7% said they did not know. there were no ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 229 respondents who refused to be involved in reforestation activities in damaged / deforested mountain areas. furthermore, the willingness of the community not to expand the plantation area to the limit determined as the location of the community forest park area; 20.3% of respondents stated strongly agree, 55.9% stated agreed and 6.8% stated they did not know. while 15.3% of respondents stated disagree and 1.7% stated strongly disagree. for farming (gardening) patterns are the legacy of parents and are still happy to maintain the habit; 32.2% of respondents stated strongly agree, 61.0% stated agreed and 5.1% said they did not know. while the other 1.7% respondents disagreed. for the life of togetherness such as mutual cooperation between people who have long been preserved and still maintained / maintained; 66.1% of respondents stated strongly agree, 32.2% stated agreed and another 1.7% said they did not know. there are no respondents who reject the statement. furthermore, the good habits of parents / ancestors need to be maintained and maintained; 59.3% of respondents stated strongly agree, 39.0% stated agreed and another 1.7% said they did not know. there was no respondent who rejected this statement. through the 19 questions raised by respondents, it shows a positive statement that supports the development of community forest parks as an ecotourism area. this can be seen from the total overall percentage of 86.2 which states a very strong relationship (riduwan, 2009). this means that the development of tumpa mount forest park is fully supported by the people who live in the area's location. indeed, sometimes it is not all community supports ecotourism development in their area. but it is more due to the ignorance of the public about ecotourism, benefits and impact on the lives of local communities, (hayombe, et.al, 2012; ukm, & ehsan, 2012; rodríguez & moreno, 2015). society needs to be given an understanding of ecotourism. there are some specific indicators in the research to get answers doubt even harder to refuse or disagree. for the people who answered a neutral or undecided, it is still easier to be approached and explained. it means that it doesn't take long to convince them. but what about people who expressly reject without rational reasons for the development of ecotourism. ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 230 from the 19 indicators, there are 7 indicators that show there are some people who disagree, although the majority are still dominated by positive answers (agree). for example the statement "local people work on projects such as tour guides, accommodation service providers and promotion workers". the statement shows that there are local people who "disagree". it is very rational answer from the people who disagree considering the possibility of people do not have knowledge and skills in the field. for statement: the local community as a provider of basic necessities such as vegetables, fruits, meat, fish and also the needs of ecotourism projects such as fibers, bamboo, carving, wood and souvenirs there are some local people said did not agree. they should be given an understanding, because there is the possibility of people do not understand their role in these activities. community ignorance of certain parts of the development of ecotourism projects must be given a clear understanding, and not allowed, (chengcai, et.al,2012). the community is an integral part in the development of ecotourism. when they understand and engage in ecotourism project certainly they will fully support the ecotourism project, (jalani, 2012). in addition, it is also necessary to anticipate the emergence of apathy from the local community. this attitude can arise when participation began to decline, (holladay, & ormsby, 2011). to prevent people who are involved in the management of ecotourism is always necessary to have assistance. the mount tumpa area positively has the potential of ecotourism attractions where tourist support for the area as an alternative tourism is very strong. this area is close to the provincial capital of north sulawesi (manado) as well as bunaken national park area. thus, with the support of tourists and local community, this becomes a strong opportunity for the manado city government to organize the region. conclusion the issue of marginalization of local communities in a tourist area, shows that tourism does not provide a broad role for the welfare of the community. the results of this study indicate that when local communities are given the opportunity from the start of planning to project involvement, the implementation of ecotourism can show success, ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 231 it is proven that the community fully supports the development of the tumpa mount manado forest park (tahura) as an ecotourism attraction. in the future it will be easier to develop the ecotourism model. acknowledgement the authors regards to state polytechnic of manado which supported this research. references antara, m. 2009. metodologi penelitian pariwisata bali. denpasar: program pascasarjana universitas udayana. ashley, c., ashley, c., goodwin, h., & roe, d. 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(2008). perencanaan kawasan pariwisata. denpasar: universitas udayana. permanasari ika. 2010. pariwisata mengikis kemiskinan.pusat penelitian dan pengembangan pariwisata. jakarta. riduwan.2009. skala pengukuran variabel-variabel penelitian. bandung. alfabeta. rodríguez-piñeros, s., & mayett-moreno, y. (2015). forest owners’ perceptions of ecotourism: integrating community values and forest conservation. ambio, 44(2), 99-109. towoliu, b. i., & takaendengan, m. e. (2015). perception of tourist towards the potential development of tumpa mountain area as integrated ecotourism, manado, north sulawesi province. journal of indonesian tourism and development studies, 3(1), 1-10. towoliu, b. i., permana, d. e., gahung, m. d., & lumettu, a. (2018). ecotourism village feasibility assessment analysis: the case of bahoi village, in north minahasa regency, indonesia. almatourism-journal of tourism, culture and territorial development, 9(17), 137-152. ukm, b., & ehsan, d. (2012). environmental ecotourism for sustainable development in sekayu recreational forest, malaysia: perception from the local communities. advances in environmental biology, 6(9), 2553-2557. ------------2012.rencana induk pengembangan pariwisata daerah (rippda) kota manado. dinas pariwisatapemerintah kota manado. ------------pro-poor tourism info-sheets: sheet no 11:key terms. downloaded from: www.propoortourism.org.uk how and who are the visitor world heritage tourist attraction of jatiluwih? ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 131 the visitor segmentation of jatiluwih bali i gusti bagus rai utama1, ni luh christine prawita sari suyasa2 1,2hotel management department, universitas dhyana pura, indonesia. email: 1raiutama@undhirabali.ac.id, 2christine.suyasa@undhirabali.ac.id abstract jatiluwih is listed as world cultural heritage by unesco on june 29, 2012. to increase the contribution of jatiluwih as tourism attraction to local people, the research is needed to descript visitor profile, visitor purpose, and visitor's expectation after visiting jatiluwih tourism attraction. these findings can be considered for local communities to conduct small businesses such as the recreational services, culinary, agribusiness, and business-related tourism services. this research is quantitative descriptive method which sample is chosen based on purposive sampling technique, tourists who visit at time total 107 respondents. the results show more female visitors than men, age groups between 21 to 30 years old, students or college students and dominant are educated undergraduate degree. tourists who visit jatiluwih dominant are domestic, followed by number of australia, uk, and other countries. tourists are motivated by the natural beauty of jatiluwih, they are dominant repeaters, gather information from various sources of information, most of them spend time between one to two hours, they buy entry ticket directly at the counter, the amount of money spent between 50 thousand to 100 thousand rupiah, and the spending power of tourists between 500 thousand to one million rupiah per day. keywords: world cultural heritage, visitor, purpose, expectation. introduction tourism attraction of jatiluwih is located in penebel county, tabanan regency, bali indonesia. it’s well known of subak (irrigation system) which is not only to water the rice paddy, but the subak is crowned as world heritage where it’s considered as tourist attraction from the view, likes terracing farm. jatiluwih village is a perfect place for tourist who would like to refresh or escape themselves from their routines because of lush farming that neatly leveled and gives panoramic view. jatiluwih located on the valley of batukaru mountain, which attract foreign and domestic tourist (susanto, 2011). the expectation of jatiluwih chosen as world cultural heritage by unesco will increase its contribution to the community. to increase its contribution to local community, therefore: research of visitor profile, the purpose of visit, and expectation of visitors offer visiting jatiluwih tourist attraction (jta) are needed. the findings can be ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 132 used for local community to open a small business, such as: recreational service, culinary, agribusiness, and others related to tourism (busby & rendle, 2000; embacher, 2009; keane, 1992). based on the introduction, the main problem of this paper is who the visitor and how they visited jatiluwih tourism attraction (jta) with sub problems as follows: (1) the profile of respondent maybe based on demography, geography, and psychograph variables. (2) is there correlation between variable of demography with tourist’s visit motivation? (3) is there correlation between variable of psychograph with tourist’s motivation? research methods previous research conducted by widari (2015) on jatiluwih criticized (1) how the social and cultural development of jatiluwih tourism village after the establishment of subak as a world cultural heritage from the tri hita karana aspect, (2) how community participation in the development of jatiluwih tourism village after the determination of subak as a world cultural heritage from the aspect of tri hita karana, and (3) how tourists perceive the development of jatiluwih tourism village after the establishment of subak as a world cultural heritage from the aspect of tri hita karana. in this study focus on the visitors of jatiluwih that they have been divided into segment, is called market segment. market segment is a group of consumers that has the need of the same product and service (bagyono, 2003; angipora, 2007). also, market segment is big group that is identified in a market, where the identification process is generally done based on variable of geographic, demographic, psychographic, and consumer behavior. market segment is also a part of market in general. for each company, market in general is a person and or an organization that need their product and has the ability to purchase them. market segment consist of potential customers that fit into the same criteria. those criteria could be demographic, psychographic, and consumer behavior factor (kotler, 2005; carlson, 2008). research instrument in this study use questionnaire method. the given questionnaires questions asked by researchers to get answers related to visitor profile of jta. this research is quantitative descriptive research. the sample chosen based on purposive sampling technique specified carefully by researcher based on certain ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 133 criteria. criteria of respondents were determined by the purposive technique, foreign and domestic tourists who are in the area of jatiluwih. the number of samples determined at least as many as 107 respondents. chi-square analysis is used to know the significance or presence of relation between demography, geography and psychograph variable, with consumer behavior variable that is expected by the tourists who stay with descriptive analysis of chi-square statistic with confidence level 95 %, 5% error rate and degrees of freedom (df) from 1 to 30 (utama & mahadewi, 2014). result and discussion the research on market segmentation of jta was conducted at the beginning of september until the end of october 2017. the data was collected by field survey involving 10 field staff. respondent's characteristic is seen from demography which consists of age, gender, marital status, occupation, income, family and education of respondent who visited jta. the results of the analysis that has been done with the help of computer program produce the overall picture of the tourists based on the demography will be described as follows: profile of respondents (table 1) seen from gender, more women than men in comparison (69.2%: 30.8%). this proportion can illustrate that the type of business that can be provided at jta is more related to the preference of female visitors compared of male visitors. table 1 respondent profile variable indicator frequency percent gender man 33 30.8 woman 74 69.2 aging group 15-20 year 27 25.2 21-30 year 57 53.3 31-40 year 10 9.3 41-50 year 12 11.2 older than 50 year 1 0.9 occupation entrepreneur 7 6.5 other 5 4.7 staff 22 20.6 student 73 68.2 education level graduate 58 54.2 high school 49 45.8 country indonesia 29 27.1 australia 14 13.1 uk 13 12.1 ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 134 variable indicator frequency percent netherlands 8 7.5 germany 7 6.5 usa 6 5.6 south korea 6 5.6 portugal 5 4.7 philipine 3 2.8 brazil 3 2.8 swtzerland 2 1.9 singapore 2 1.9 japan 2 1.9 timor leste 1 0.9 norway 1 0.9 malaysia 1 0.9 italy 1 0.9 france 1 0.9 china 1 0.9 belgium 1 0.9 purpose visit interested in the product 5 4.7 its nature of beauty 78 72.9 to know the production process 24 22.4 have visited before no 14 13.1 yes 93 86.9 information resources brochure/advertisement 2 1.9 guidebook 42 39.3 information from others 56 52.3 social media 7 6.5 transportation type personal vehicles (bike/car) 10 9.3 personal vehicles (bike) 45 42.1 personal vehicles (car) 3 2.8 rented car (with driver) 49 45.8 duration of visit 1-2 hours 98 91.6 30 minutes 8 7.5 more than 2 hours 1 0.9 tickets bought in the locket 64 59.8 through internet 2 1.9 tour package 41 38.3 spent money below than idr. 50,000 8 7.5 more than idr. 200,000 4 3.7 idr. 100,000 200,000 46 43 idr. 50,000 100,000 49 45.8 expenses below than idr. 500,000/day/pax 39 36.4 idr. 1,000,000 2 000,000 /day 23 21.5 idr. 2,000,000 3,000,000 /day 2 1.9 idr. 500,000 idr. 1 000,000/day 43 40.2 ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 135 variable indicator frequency percent total respondents 107 100 profile of respondents from the age group of visitors visit jta dominant age group from 21 years up to 30 years is 53.3%. the second group of 15 to 20 years is 25.2%. the third age group 41 to 50 year age group is 12%. the fourth age group 31 to 40 year age group, and the lowest group is the age group over 50 years. this proportion can illustrate that the type of business can be provided at jta is more related to visitor preference in the age group (21-30 years), and age group (15-20 years). profile of respondent from occupation shows that visitors who visit jta is dominant student or equal to 68.2%. visitors who work as employees in various fields, ranks second which is 20.6%. while visitors who work as entrepreneurs are only 6.5% and other occupation s is 4.7%. this profile illustrates that business opportunity or potential business that can be opened is a type of business more related to student’s preferences. in addition to the segment of students, the employee segment is also quite important to be utilized as the target market of potential business products. profile of respondents from respondent’s level of education who visit jta dominant is educated (including active students) bachelor degree, 54.2%. while the high school level is 45.8%. this profile indicates that the visitor segment of the student is higher than the high school visitor segment; this may indicate that a high-educated visitor is a potential target market for products may be produced by local entrepreneurs in jta. characteristics of respondents based on geography shows that domestic tourists are 27.1% at most, then australia is 13.1%, england is 12.1%. this profile indicates that the domestic visitor segment is higher than the foreign visitor segment, this also indicate that domestic visitor is a potential target market for the products produced by local entrepreneurs in jta. the results of observations researchers noted that agribusiness products in the form of brown rice, fruits, and vegetables are in accordance with the target of domestic market. several shops or stalls that already exist or may be opened soon by local residents can customize the product so that in accordance with the target market of foreign visitors, especially related to culinary for foreign tourists such as the tastes of australian, british, and dutch tourists. characteristics of respondents based on ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 136 psychograph from the purpose of visit to jta can be explained that tourist visit is dominant because of the natural beauty answered by 72.9%, then to know the production process of agribusiness products by 22.4%, and the intended to buy agribusiness products are only 4.7%. if viewed from this profile, it looks a little contrary to the purpose of this study, which aims to see business opportunities that can be done by the local community, whereas the arrival of tourists mostly just to see the beauty of the jta scenery. when respondents were asked about their visits, whether they have been to jta before, most respondents said they have visited by 86.9%, and only 13.1% on their first time visit. this profile can illustrate that jta has tremendous appeal so it can affect the visitors to come back. when compared with the purpose of respondents coming to jta is dominantly influenced by its natural beauty, therefore the natural beauty jta must be maintained. local business enterprises should not interfere with the jta as it does not make tourism accommodation or tourism supporters on a large scale that can potentially destroy the beauty of jatiluwih scenic and tour. characteristics of respondents based on consumer behavior from the source of information about jta can be explained that, the dominant tourists get information from various sources of information, answered by 52.3%, and second from the travel guide book by 39.3%, from travel package brochure only 1.9%, and from social media are still low at only 6.5%. this profile illustrates that the market segmentation of jta is more dominantly known through wom (word of mouth) and from tourist guide books. profile of respondents from the type of transportation used by respondents to visit jta is dominant by a rental car with a driver by 45.8%, then using a motorcycle by 42.1%. the rest are respondents who use motorcycles and rental cars driven by respondents themselves. this segment can illustrate that the parties who need to be cooperated with the jatiluwih tour organizator is the car rental businesses, as they are the biggest market segment for jta. profile of respondents from the duration tourists spent in jta mostly one to two hours by 91.6%. those who spent more than two hours were only 0.9%, and the rest just a stopover no more than 30 minutes by 7.5%. profile of respondents from the way they purchased entrance ticket to jta mostly through the entrance locket directly, answered by 59.8%. those who purchase tickets were included in their bali tour ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 137 package is 38.3%. this condition can illustrate that jta promises through the distribution channel of travel agency is still quite important because 38.3% of respondents visit jta already included in tour package sold by the travel agents. profile of respondents from the amount of money spent during visit jta is dominant between 50 thousand to 100 thousand rupiah by 45.8%. second is they shop between 100 thousand to 200 thousand rupiah by 43%. this profile shows that local entrepreneurs can package their products for between 50 thousand and 20 thousand rupiah only. profile of respondents from the amount of money spent each day, the dominant respondents shop between 500 thousand to one million rupiah by 40.2%, and the second less than 500 thousand rupiah by 36.4%, the third between one million up to 2 million of 21.5%, and shopping between two million to 3 million rupiah only amounted to 1.9%. this profile indicates that the visitor market segment of jta has purchasing power between one and two million rupiah. the correlation between demographic variables with the motivation of visits to jta. the age group and the purpose of visit to jta: the age of tourists describes the level of maturity of a person who also affects the loyalty of a person to a product (utama, 2014; karabati, et al, 2009). based on respondents’ age to the benefits that they are looking for, answered by 107 respondents which shown in table 2. the correlation between demographic variables with consumer behavior variables associated with the purpose of a visit to jta. table 2 the correlation between age group and the purpose of visit to jta purpose visit total interested in the product its nature of beauty to know the production process age 15-20 year 2 20 5 27 21-30 year 0 43 14 57 31-40 year 0 9 1 10 41-50 year 2 6 4 12 older than 50 year 1 0 0 1 total respondents 5 78 24 107 chi-square tests (pearson chi-square), asymp. sig. (2-sided)= .000 ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 138 table 2 shows that most of the intention of visit to jta because of its natural beauty of 57 people, followed by respondents who want to know the production process of agribusiness products by 27 people, then want to purchase agribusiness products by total of five people. when grouped their choice based on the age of 107 respondents, aged 15 to 20 years tend to choose natural beauty factor as their main consideration of visit, whereas respondents with age group between 21 to 30 years also tend to choose natural beauty factor. based on chi-square tests (pearson chi-square) shows the correlation between the variables of the tourist age group toward the purpose of visit to jta has significant affect, as evidenced by the chi-square test is at a significant level of 0.000 <0.05 which means that the purpose of visit jta is influenced by their age group. tourist occupation and motivation of visits to jta: their occupation reflects their socioeconomic status and their family, performing the type of work a person can be described how their social status in society, which also influence the selection type of products and services (utama, 2014). the results showed that visitors who are students, either highschool students or bachelor, also employees who visit jta is motivated by its natural beauty factor. table 3 the correlation between tourist occupation and purpose of visit to jta purpose of visit total interested in the product its nature of beauty to know the production process occupation entrerpeneur 2 2 3 7 other 0 4 1 5 staff 2 16 4 22 student 1 56 16 73 total respondents 5 78 24 107 chi-square tests (pearson chi-square). asymp. sig. (2-sided)= .020 the relationship between the variables of tourists occupation to the purpose of visit jta chi-square tests (pearson chi-square) has a significant affect, as evidenced by the chi-square test is at a significant level of 0.020 <0.05 which means that the motivation to visit jta is influenced by their type of occupation. tourist education and purpose of visit to jta: respondents' education reveals the level of education being taken can illustrate how the level of education plays role in determining the choice of products and services desired (fandeli, 2011; junaedi & utama, 2016). the results of ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 139 the study showed that the students who graduated from bachelor degree education are more dominant visit jta motivated by the factor of its natural beauty compared to those with high school education (table 4). table 4 the correlation between tourist education and purpose of visit to jta purpose visit total interested in the product its nature of beauty to know the production process education graduate 4 48 6 58 highschool 1 30 18 49 total respondents 5 78 24 107 chi-square tests (pearson chi-square), asymp. sig. (2-sided)= .004 the correlation between the variable of education level on the motivation to visit jta chi-square tests (pearson chi-square) has significant effect, proved by the chi-square test is at the level of 0.004 <0.05 meaning that the motivation to visit jta is influenced by their education level. correlation between variable of psychograph and consumer behavior each tourist is having different motivation of traveling; some want to spend their holiday, meeting, business, or other reasons (utama, 2017). correlation between age and the amount of money spent at jta: the correlation between age group to the amount of money spent at jta (table 5) shows that respondent’s age group 21 to 30 years spend more at jta compared to the other groups. table 5 correlation between age and the amount of money spent at jta money spent total below than idr. 50,000 more than idr. 200,000 idr. 100,000 200,000 idr. 50,000 100,000 age 15-20 year 1 1 9 16 27 21-30 year 5 2 22 28 57 31-40 year 1 1 6 2 10 41-50 year 1 0 8 3 12 > 50 year 0 0 1 0 1 total respondents 8 4 46 49 107 chi-square tests (pearson chi-square), asymp. sig. (2-sided)= .577 the correlation between variable of age group chi-square tests (pearson chisquare) does not effect to the amount of money spent during their visit to jta, it proved ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 140 through chi-square test has significant level 0.577>0.05, means the amount of spent during visit to jatiluwih does not affected by the age differences. conclusion the correlation between the age group to the motivation of visiting jjta has significant effect; it means that visit motivation is effected by the group age. the correlation between variable of occupation to the visit motivation to visit jta has significant effect, it means visit motivation is affected by their occupation. the correlation between visitor education levels to the visit motivation has significant effect; means motivation to visit is affected by the level of education. correlation between variable of visiting experience to visit motivation to jta does not have significant effect, means motivation to visit jta is not affected by their visit experiences. correlation between variable of vehicles selection used for transportation to visit jatiluwih does not have significant effect due to visit experiences, means that vehicles selection does not affected by their visit experiences. correlation between variable of tourist’s experience visit does not affect to the length of visit, means that the length of stay does not affected by visit experiences. correlation between variable of visit experiences to jta is affecting the amount of money spent during visit, means that the amount of money spent is affected by tourist experiences. the correlation between the variable of geography and motivation of visit to jta: the correlation between variable of tourist’s origin country affect their motivation of visit to jta, means that motivation of visit is affected by the origin country of tourist. the correlation between the variable of psychograph and consumer behavior at jta: the amount of money spent during visit to jatiluwih is not affected by gender, the age differences, tourist’s origin country, and their occupation. the amount of money spent during visit is only affected by their education level. acknowledgement this research supported by mr. jean pascal elbaz and mr. marco, who has giving the opportunity to conduct research on profile of agro tourism visitors and their preferences of cacao product and fully funded the research. we would also like to ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 141 thank to our research helper who gathered data on field survey. references angipora, 2007. dasar-dasar pemasaran. jakarta: pt raja grafindo persada,. ardana, y., 2018. suasanan pagi hari di daya tarik wisata jatiluwih, denpasar: s.n. bagyono, l. u., 2003. dasar-dasar housekeeping dan loundry hotel. yogyakarta: adicita karya nusa. carlson, d., 2008. 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– international journal of applied sciences in tourism and events vol.3 no.2 december 2019 210 the practice of education tourism: a case of beruga’ alam institute marham jupri hadi1, tris shakti permata2, tarmizi3 1university of nahdlatul wathan mataram, indonesia, 2 university of nahdlatul wathan mataram, indonesia, 3 beruga’ alam college, indonesia email: 1marhamhadi@unwmataram.ac.id, 2tris.shakti@gmail.com, 3tarmiziahshaf@gmail.com abstract education tourism refers to a travel program to a location with the primary goal is to engage in learning activities directly associated with a tourist destination. the current study explores the practice of edutourism as implemented by beruga’ alam institute which involved college students of english language education. this case study employed participant observations, in-depth interviews, and documentation to gain a deep understanding regarding the case under study. 13 participants consisting of 7 students of english language education, a program coordinator, 2 tour guides and the head of the institute took part in the interviews. collected data were analyzed interactively to conclude the study. the findings of this study revealed that the concept of educational tourism practiced in beruga’ alam institute reflected its five fundamental vision namely: a) well behaved; b) being insightful; c) being skillful; d) being self-reliant and; e) contribution. the promoted model of edutourism in beruga’ alam begins with meditation, followed by exploration, reflection and ended with a publication. these stages feature every edutour program. the edutour programs offered to college students include nature exploration, art and culture exploration, kings and saints (graveyards) visits, charity and social life exploration, staying with the locals, local figures visits and other programs. students were also offered short courses like photography writing, cooking class, and public speaking during the tours. finally, based on the participants’ reflection on their edutour experiences, all of them express positive views on the programs and were willing to participate in the future education tourism programs. keywords: beruga’ alam, education tourism, exploration and reflection; meditation introduction of all the regions in the archipelago, the province of west nusa tenggara (henceforth ntb) has quite rich and diverse tourist attractions. this is evidenced by the existence of natural tourist destinations, culture-history, and special interests. the province which consists of two islands (lombok and sumbawa) is like a hidden paradise that has not been exposed. nature tourism, for instance, with the main attraction in the form of ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 211 mountains (i.e rinjani and tambora) beaches, waterfalls, tropical rain forests, rice fields, and gardens are of great attraction for visitors, especially those who are looking for opportunities to interact with nature. to develop the ntb tourism potency, a myriad of efforts has been made by the provincial authority, for instance, by involving private tour operators and local community as the hosts. this is found quite successful as indicated by the increasing trend of visitors each year. such a measure deserves our appreciation by jointly presenting a sense of security and comfort to the visitors and by collectively carrying out nature conservation and historic sites. even so, there is one thing that needs to be targeted by all tourism stakeholders to advance tourism of ntb, especially on the island of lombok, namely education tourism or edutourism. edutourism is necessary to promote as it has the potency to positively impact the attitude of visitors, tour operators and transform the local community perception on tourism. the present study examined an instance of an education tourism program by a non-formal educational institution in east lombok district, beruga ’alam institute. education tourism educational tourism is meeting and melting pot of two different fields: education and tourism. education is defined as “a conscious and objective effort for developing human resource to be a better person” (malihah and setiyorini, 2014)while tourism comprises the activities of person traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business, and other purposes (unwto, 2018). education tourism as suggested by maga and nicolau (2018) is “all learning activities undertaken outside of home geographical environment within a duration of between 24 hours and 12 consecutive months”. for this study, this definition will be adopted. these activities include excursions, summer camps, courses (under 12 months), one-year master program, gap year tour, (maga and nicolau, 2018) and the like. simply put, education tourism deals with any learning activity done out of school or campus under cultural, nature (eco), historical, and language theme for at least 24 hours and lasts less than 12 months. the current study explored the implementation of fo education tourism as organized by beruga’ alam institute. ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 212 related studies a wide range of studies have been conducted on education tourism. a study by rahayu and utami (2018) focused on describing the potential of trawas mojokerto as an education tourism destination. studies with similar purposes were carried out by anak (2016); winarto (2016) and priyanto, syarifuddin, martina (2018). wijayanti et al (2018) investigated the management model education tourism at smart park yogyakarta. of these studies, none of which examined the potential outcomes of education tourism to the participants. another recent study (wijayanti, 2018) investigated whether education tourism is effective to understand the historical offered by managers through collectibles. the findings of this study revealed that education tourism was very effective and was successful in bridge bridges between educational institutions and vredeburg fort museum to get practical training for learners. this implies that when education tourism is integrated with school or campus subjects, we could expect that learning outcomes could be achieved in a more relaxing and encouraging manner. this study investigated the philosophical background of education tourism implemented by beruga’ alam institute and how participants respond to activities they involved in. based on the discussion above, this study focused on investigating the following 1. what is the proposed model of education tourism as organized by beruga’ alam institute? a. what are the philosophical backgrounds of such a model of education tourism? b. what are the learning activities which students involve in? 2. how do participants respond to the proposed education tourism activities? research methods the present study aimed at discovering several aspects related to tourism education. it further sought to gain a deep understanding of the practice of edutourism as practiced by beruga’ alam institute, a non-formal educational institution in east lombok west nusa tenggara. hence, a qualitative case study was employed to do the investigation. data were collected through participant observations, in-depth interviews, and documentation as a method to collect data from 13 participants (7 college students, 1 program ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 213 coordinator, 2 tour guide, and head of the insitute. a purposive sampling technique was selected to choose the sample of this study. furthermore, collected data were analyzed using descriptive qualitative analysis. before analyzing the data, we first began with data transcription and translation into english. it was due to the interviews were conducted in bahasa and the local language to gain further information from the information. the translated transcripts were then analyzed inductively by employing the method as suggested by miles and huberman (1994).. discussion the philoshopy underpinning the beruga’ alam education tourism beruga’ alam institute has been a place not only to gain knowledge but it has its wisdom in shaping one's personality to be able to contribute to other communities. the scope of beruga’ alam institute movement encompasses human relation to nature but also man to man and man to god. the director of this institute believes that through heart purifying one can serve allah the almighty better. the focus of the beruga’ alam institute educational programs is to educate and train the broader community in need of education. the educational programs mainly targetted youngsters either those school students, school leavers or college students. these programs were delivered through diverse modes such as school visits, community engagement or educational tourism. all of which were directed to meet the golden vision of beruga’ alam institute which is depicted by the following pyramid. figure 1. five principles of beruga’ alam contribution self reliance skilled insightful well behaved ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 214 education tourism model the education tourism concept introduced in beruga’ alam institute is called “wikan”. the term wikan stands for “wisata” (tourism) and “pendidikan” (education). this has a similar meaning to edutourism. wikan is simply a combination of learning and travel activities involving many parties such as schools, universities, communities, and government according the to initiator as well as the head of beruga’ alam, the choice of using this term is philosophically based as the word “wikan” is derived from sasak polite word which means “being aware and understand”. with the introduction of the term wikan, tour participants and other stakeholders are focused on one point, namely making the tour as an educational vehicle and raising awareness. to realize the vision of beruga’ alam insitute, a model of educational tourism was applied. this model consists of cyclical activities as illustrated in the following discussion. in the initial stages, the orientation of beruga 'nature is to build a new soul followed by building a body. the founder of beruga' alam believes that it is important to strengthen the inner side of humans to strengthen their outer parts. based on these principles, beruga alam always begins every education tourism program with awareness-raising activities. “many of us are trapped in choices that are essentially meaningless which indicates the loss of direction in life. hence, we need to recognize what matters in our life. i believe that through meditation we could identify our true intentions in life” (excerpt from the script) figure 2. model of promoted education tourism by beruga’ alam meditation/ relaxation exploration reflection publication ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 215 awakening one's awareness will appear in the aspect of their intention or motivation. it is believed that intention is a determinant of one's actions. for this reason, the first thing that will be touched in beruga' alam is the hearts of everyone involved in its every program. it was done to make them aware of their true intent to participate in the edutourism program. the concept of beruga’ alam edutourism begins with meditation and relaxation activities. meditation is defined as the activity of focusing the heart on the one who has created nature. meditation becomes a medium to help identify choices that should be a priority for one's life. meditation can bring someone to a single zone, which is the zone of calm or the god spot. with meditation, the one could see their true intent in life that she/ he has to focus on. furthermore, meditation also allows the practitioner to do self-healing or to be relaxed. self-healing is an activity aiming at identifying and resolving a variety of personal problems disturbing one’s life. the core teaching of beruga’ alam meditation system is to believe that the main source of our problem comes from our selves. hence, through practicing meditation, we could go further to another phase, which is self-healing or relaxation. after completing the meditation and relaxation stage, it is usually continued with advanced learning activities in the form of exploration. exploration was intended to gain deeper insights about anything which interests the edutourism participants. exploration was carried out through discussions, observations, experiencing, and interactions with nature and people (through interviews). exploring activities could take a day or event a month depending on how deep insights the participants want to gain. following the exploration, each participant was assigned to critically reflect on what they have explored. this is done through relaxed talks and diary writing or filling in a form. reflection allows them to knit their understanding of the object being explored. it also enables them to hear different perspectives from other participants. reflection can be done on-site or indoor and is guided by the program coordinator and head of the institute. upon the completion of reflection activities, each participant was encouraged to go on the step, namely publication. to publish means to communicate what they have learned from their exploration to the public. they can choose whether to publish through social media in the form of photos and texts or through youtube and blogs. at the end of the ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 216 whole program, they were asked to write comments or feedbacks to beruga’ alam about their experiences. normally, this feedbacks were used to improve and vary the edutourism program. education tourism activities in beruga’ alam the following presents a few examples of learning activities (exploration) in which the participants interact and learn. these include nature exploration, art, culture exploration. nature exploration allows the participants to explore mountains, rice fields, gardens, beaches, waterfalls, and the like. the exploration was filled with discussion, observation, photography and video taking. these activities were intended to enable participants to interact positively with nature and gain positive energy from it. it is expected that doing this would make the participants understand and realize their crucial roles in the balance of nature and human life. other models of exploration were art and cultural exploration. as reported by the founder of beruga 'alam, loving the diversity of arts and culture possessed by the indonesian people is our responsibility as all indonesian citizens. this diversity is a wealth of the indonesian people that must be preserved so as not to be stolen or imitated by other nations. to foster a love for the arts and culture of the nation, efforts must be made to introduce them through both formal and informal approaches. by introducing them through learning activities (exploration) the love for art and culture will likely grow. besides, the founder of beruga 'alam also stressed that anyone has the responsibility to preserve the nation's culture without being limited by age, social status, or educational background. from the tour guides and education coordinator beruga alam, it was revealed that in preserving the arts and culture in west nusa tenggara, especially in lombok, is to involve students or the general public to visit villages where there are arts and culture which is still thick in wisdom. in addition to building good relations (silaturahiim) with local village customary stakeholders, participants can also gain a deep understanding of local arts and culture. the participants were given space to directly discuss with the leaders in the village. in addition to conducting interviews or discussions with figures and actors of art and culture in the village, the tour participants are also directed to document the arts and ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 217 cultural activities. taking pictures/videos must be done after getting permission from the relevant parties. the publication activities aim at introducing the arts and culture in lombok to the wider community. participants’ critical reflection general impressions the participants were also interviewed regarding their responses to the activities they involved in. one of the participants reported that she felt very interested in taking part in all the activities organized by beruga’ alam. she felt excited and did not want to miss any of the program. besides, from interviews with the participants, it was revealed that education tourism activities for instance traveling and camping allows them to be more aware of the importance of nature conservation. one of them asserts that going deep into nature enables her to get connected more closely to nature. she felt the rise of a sense of care to nature. another student expressed her motivation to join the education tourism activities of beruga alam. she reported that the concept of tourism offered in beruga’ alam particularly the ‘ the travelling, learning, and sharing’ really suits her hobby who loves traveling and exploration. the concept of travelling, learning, and sharing (tls) which participants involved in was perceived encouraging by all participants of beruga’ alam education tourism. one of the students found herself very encouraged by every single touring and learning activity she attended because she thought that she could not experience out of campus learning activities from the university as many as those she had in beruga’ alam. to her, the major differences between learning in beruga’ alam and that of her university is that exposure to the learning sites. in beruga’ alam she could directly observe objects and learned directly from experts in the villages. furthermore, she insisted that she would feel disappointed in missing any of the education tourism programs offered by beruga’ alam. benefits of participating in the education tourism program all of the participants expressed that they had very rewarding learning experiences and every single activity give impacts on their academic and personal lives. one of the students affirmed that through the programs she became more self-reliant, gain ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 218 invaluable insights and experiences as well as being more self-confident. adding to that, another student felt that her communication skills and ability to interact and adapt to different settings experienced an increase. she also believed that she became more aware of what was happening in her surroundings. other benefits of participating in every program run by beruga’ alam include the growth of a sense of brotherhood and social solidarity. as one student reported that interacting with people in villages especially the local figure opens up her mindset and changes her perception of the beauty and peace of living in a village. she also learned that from participating in the socializing activities, her sense of respect to cultural diversity and local wisdom arose. this study also uncover important lessons that the participants learned from the activities. these include: patience, seeing opportunity, and time management. one of the participants opined that she became more patient when dealing with problems in her life after joining several education tourism programs in beruga’ alam. she also learns to use and manage her time effectively. besides, she found that being exposed to other communities allows her to uncover business opportunities to take during or after completing her study conclusion in this paper, we have discussed the philosophical background underpinning the model of education tourism as practiced by beruga’ alam institute of east lombok. the philosophy comprises of pyramid model in which well behaved principle is placed at the bottom followed by other principles such as being insightful, being skillful, and being selfreliant. at the top of the pyramid is the principal contribution. this study revealed that the model of education tourism implemented by beruga’ alam institute starts with meditation activities, followed by exploration and participants' reflection. by the end of every education tourism activity, each participant was encouraged to publish the experiences, in any form for instance video, album or texts on social media such as facebook, youtube or weblogs. also, students gained positive experiences and lessons learned from joining the education tourism they participated in. all of which affect their personality. ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 219 acknowledgement we would like to express our gratitude to all members of beruga’ alam institute and english language education students of the university of nahdlatul wathan mataram who have willingly participated in this study. references agung, a. 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1lamopia@gmail.com, 2rizawulandari@stikom-bali.ac.id. abstract mepantigan performing arts is a representation of cultural elements that lead to art by displaying wrestling performances. the purpose of this research is to know the tradition of mepantigan represented by roland barthes's wrestling culture. the research method used is a case study by taking data collection techniques consisting of observation, interview and visual documentation. the results of this study indicate that in mepantigan, the myth which is formed from the previous society in 1930 and maintained steadily generation to generation, which is called as a tradition, has the potential to maintain regional tourism, especially in batubulan, gianyar, bali. barthes's concept of wrestling culture begins with the myth used in highlighting the identity formed by individuals, groups, or communities. cultural wrestling is interpreted with the art of performances by displaying dance arts, theater that has a certain role according to barthes which can be associated with the mepantigan bali performance art. therefore, the tradition of mepantigan can be used as a form of representation of barthes’ wrestling culture. keywords: representation, wrestling culture, mepantigan. introduction performing arts are not a new thing in indonesia. as the times progressed, the performing arts in indonesia grew even more, whether it is traditional performing arts or modern ones. the term “performance art” itself is adopted from the english language which is defined as the art that is shown to the audience whether it is the art of theater, music or dance (sujarno, 2003). umar khayam said that indonesian performing arts have special characteristics. he is a performing arts figure who is very flexible and kind. it is called so because the environment of society is always in a constantly changing condition. the state of indonesia always follow the path taken by the government that control it (kayam, 2000). the impacts of one government are always different from those of other governments. this can be exemplified by taking the periodization of hindu-buddhist period, the colonial period, the democracy, the new order, and the period of the mailto:lamopia@gmail.com mailto:2rizawulandari@stikom-bali.ac.id ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 148 revolution. sumardjo states that performing arts are activities outside of daily work activities. art and work are separated. art is an activity in leisure time which means activities outside of work hours earning a living. art is a relaxing activity to relax the tension due to the hard work of earning a living. talking about the performing arts especially traditional performing arts, there are various kinds of traditional performing arts that we have with various shapes and structures. basically every region or society that exist in indonesia has a distinctive art that is different from each other and developed in that area or community. if the arts are preserved, then the art can not be separated from that region or community, one of them is mepantigan. mepantigan is one of the art traditions in bali island. this tradition is located in batubulan village, gianyar. representation of cultural elements of this one leads to art by displaying wrestling performances. of the many performing arts which are developed in batubulan village, mepantigan art is one of the performances that is somewhat unique. mepantigan art is a martial art that is made specifically as a tourist attraction (arista, 2017). mepantigan art is not derived from the tradition or sacred art like most tourist attractions which develop around batubulan village, but the art of mepantigan was deliberately created as tourism consumption, but not apart from the influence of balinese art and culture. one of the cultural features of the nation that is currently almost lost is a traditional sport. this form of sport is often played in traditional ceremonies, welcoming guests, and entertainment in primitive indonesian societies and tribes that exist throughout indonesia. various types of traditional sports that we have now are the products of many cultural diversity of the nation. they require a serious and continuous management and guidance in addition to being a sport, and can also be developed into tourism objects that will be able to lift the name of the nation in the world. traditional sports become the attraction of tourism and entertainment which have become the peculiarities of a nation that needs to be preserved. those distinctiveness becomes the elements of identity that distinguish indonesia with other countries. mepantigan is a traditional sport packed into performing arts. if associated with history, actually this mepantigan is actually a form of offering to dewi sri (goddess of motherland/goddess of mother) who in the greek ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 149 culture is called the god of venus) which initially was only performed at the dewi sri worship day which is adored by hindus in bali as a blessing giver. but over the times, mepantigan is then used as a martial art attraction as well as a means of entertainment for the people. literacy on the mepantigan performing art is still very minimal, so the researchers will conduct a study by linking the concept of wrestling by roland barthes which is not only as a sport but also a performing arts. the representation according to stuart hall contains two meanings, they are: first, mental representation, which is the concept of something that is in our respective heads or also called as conceptual map. this mental representation forms something abstract (hall, 1997). second, language representation. language representation plays an important role in the construction of meaning. the abstract concept that exists in our heads must be translated in a common language, so that we can relate our ideas and concepts about a certain sign and symbols. the first process allows us to interpret the world by constructing a set of correspondence chains between something with our conceptual map system. in the second process, we construct a set of correspondence chains between conceptual maps and languages or symbols that serve to represent our concepts of things. the relation between something, the conceptual map, and the language/symbol is the heart of the production of meaning through language. the process of connecting these three elements together is called a representation. thus representation is therefore the social process of representing, as well as the product of representing itself. representation refers to the process as well as the product of the meaning of a sign. representation is a concept used in social process of meaning through available sign systems, such as dialogue, performances, video, film, text, photography, and so on. barthes's perspective on wrestling is not about how wrestling demonstrates locking and various violent movements. wrestling is also not a rough sport that really depends on violence. wrestling, or it can be called the wrestling world according to barthes, does not fully interpret about the sport. wrestling is a show that is focused as the entertainment for those that see it. barthes argues that wrestling is a show of locking, punching and so on which is actually the basis of human life that is a fight between the good and the bad. the image given by wrestling is an excessive ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 150 masculinity in the arena. in barthes's semiotic perspectives, it is a series of theaters with certain roles and certain stories are symbols of wrestling, presents dramas and tragedies which are taken from the life stories of the people. wrestling is a representation of values that are actually quite human and common (barthes, 2012). in bali, especially in batubulan, mepantigan becomes a tradition that is done continously on every day basis. many foreign and domestic tourists are eager to learn about this mepantigan wrestling tradition. mepantigan was founded by i putu witsen widjaya. he is the elder of padepokan "mapantigan" located in jalan kepasekan number 1, pondok batu alam, banjar tubuh, batubulan, gianyar. mepantigan was inspired by the persistence of putu witsen as a balinese artist of martial arts who wants to have a distinctive balinese martial arts. mepantigan is a balinese stage dance, worship and art of wrestling. an exciting and beautiful blend of acculturation of culture with the use of mud media (sometimes also on stage at the beach). according to putu witsen, mepantigan is actually a form of offerings to dewi sri wich was initially only staged at the worship day of dewi sri which was worshiped by hindus in bali as the giver of blessing. mepantigan was originally inspired by a painter named walter spies. in 1930s, walter spies with i wayan limbak, a balinese dance artist initiator of kecak dance, and i putu witsen, a martial artist, created a new martial art that took the movement of ancient balinese pencak as its base. traditional balinese pencak in the form of sitembak, tujuh harian, and depok commonly referred to as tengklung are combined with drama, balinese dance and martial arts like taekwondo, capioera and others. from the merging of all these things, a new martial art school which is in balinese called with the name of mepantigan, which means slamming each other. research method the research location is located at pasekan street, pondok batu alam no.1 batubulan, gianyar. that location can be reached at a distance of 12.1 km. ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 151 this research is a single case study, i.e. a research procedure focused on one characteristic. in this case it is viewed in terms of one target or location. case studies are included in qualitative research. in qualitative research, it can be interpreted as one of the main approaches which is basically a name which has a general characteristic from a large clump of research methodology (bungin, 2003: 19). the case study explores the problem of explanatory questions and the use of strategies from case study. in this study researchers will use qualitative research where qualitative research is a type of research that describes a problem clearly in a study. according to bodgan and taylor (1975) that qualitative research is a research procedure that produces descriptive data in the form of written or oral words of people and behavior that can be observed. the report contains observations of the various events and conditions at the site of the study. the ultimate goal of qualitative research is to understand what is learned from the perspective itself from the point of view of the event itself. so in this case, qualitative research is the right choice to explain everything in depth and overall. in this study the data is a crucial thing that must be owned by a researcher. in collecting data, some things that must be considered is to collect research data to be ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 152 processed with several techniques. the observation, depth interviews, documentation or photography are the methods chosen by the researcher to solve the problems. this research uses informan selection technique with purposive technique, this technique is done by choosing the subject in the best position to provide the required information (silalahi, 2010: 272). the reason researchers choose purposive techniques is because researchers choose informants who are considered to know the information and problems in depth and can be trusted as a source of data. the research process also uses data triangulation as the validity of research data that has been obtained by comparing the results with different informants. data analysis technique is used to analyze with interactive model (interactive mode of analysis). according to miles and huberman (1992), the stages in data analysis are data reduction, data presentation, and conclusion. primary data sources are obtained directly from informants, literature studies, author documents and existing visual data. data reduction is the process of selection, focusing on simplification, abstraction, and transformation of coarse data arising from written records in the field. this process continues throughout the study. the process even is done before the data collection is conducted in the field. this means that data reduction has been ongoing since the researchers make decisions, conduct case selection, draft research questions, conceptual frameworks, and at the time of data collection. data reduction persists continuously during qualitative research and is part of the analysis. data presentation is an organizational, information and description assembly in the form of a complete narrative to further enable the conclusion of the research to be done. this data presentation is prepared based on the topics contained in data reduction, and is presented using the sentence and language of the researcher which is in a logical and systematic arrangement of sentences, so that when it is read, it will be easy to understand. data presentation is a narrative of things that happen or found in the field, so that researchers can do something on the analysis or other actions based on that understanding. this data presentation of the units should refer to the problem as a research question, so that the narrative presented is a description of the detailed and in-depth condition to narrate and answer any existing problems. data in addition to narrative forms may also include matrics, drawings/schemes, network activity links, and ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 153 tables as narratives support. they are designed to assemble information on a regular basis to be easily seen and can be better understood in a more compact form (moleong, 2002: 11). from the beginning of the data collection, the researcher understands the meanings of things which are encountered by taking notes of the rules, patterns, statements, possible configurations, directions of cause and various propositions. conclusions need to be verified to be sufficiently steady and truly accountable. therefore, it is necessary to verify which is a repeating activity for making sure a fast data searching (moleong, 2002). discussion in recent decades, the tourism industry has shown growth in both income and tourist numbers, and has left broad economic, social, cultural and environmental footprints reaching almost every part of the world. the factors which underlie this growth including income and wealth growth, improvements in transportation, lifestyle changes and consumer values, increased leisure time, international openness and globalization, immigration, special events, education, information and communication technology, marketing and promotion, improvement of public and tourism infrastructure and so on (matias, et al, 2007). the tourism sector becomes a hope for the host country and tourists from the same country. various areas developing the tourism sector became one of the main motivations in economic improvement. increased economic improvements can be obtained through foreign exchange earnings, revenue contribution of the government and the generation that is ready to open business opportunities in the tourism sector. if we talk about tourism, it is not only related to tourism products, but there are other things which are important factors for the successful development of the region to the tourist area. jovanovic (2016) states that tourism infrastructure is the basis of tourism development, as well as the basis for the utilization of the tourism resource. the importance of tourism infrastructure is reflected in the fact that it can contribute to improving the efficiency of the production and distribution of tourism services, and, in some cases, such as remote destinations, even improving the provision of tourism ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 154 services. tourism infrastructure is the basis of tourism development, and also as a basis for the utilization of resource objectives. the importance of tourism infrastructure is reflected in the fact that it can contribute to improving the efficiency of the production and distribution of tourism services, and, in some cases, such as remote destinations, even improving the provision of tourism services. for tourists to be able to reach several tourism destinations, there must be a developed transport infrastructure, which is a prerequisite to enjoy other tourism services from the destination itself (jovanovic, 2016). there are various ways in which tourism products can be classified into natural tourism products by utilizing natural resources such as area, climate and setting, scenery and natural environment. their examples are such as rural area (village), climate temperature, rain, snow, sunlight, beautiful natural landscape, hills, rocks, canyons, plains, water lakes, ponds, rivers, waterfalls, springs, flora and fauna, wildlife, beaches, islands, and scenery attractions. the second tourism product classification is the artificial tourism product which is created by humans for leisure, holiday or business such as culture (interesting archaeological sites and areas, historic buildings and important historical monuments places, museums and art galleries, politics and education institutions, religious festivals, and traditions such as pilgrimages, fairs, festivals, art performance and crafts, dance, music, folklore. and then there is entertainment such as recreational and amusement parks, zoos and oceanariums, cinemas and theaters, nightlife, cuisine. bali is one of the tourist attractions that have become one of the preferred tourist destination for domestic and foreign tourists. the type of tourism in bali is very complex, the tourists can choose any object that will be visited as a tourist attraction. one of the unique and interesting tourist attraction and frequented by foreign tourists is the art performance of mepantigan. bali mepantigan tour is located in batubulan, gianyar. the beginning of the creation of mepantigan was actually initiated by a painter named walter spies and i wayan limbak, and i putu winset widjaya who is a balinese dancer. mepantigan is taken from the word “mebanting” which means slamming each other. the concept of mepantigan performing arts is blended with martial arts movements of ancient balinese martial arts as the base. in the past, traditional balinese ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 155 pencak such as sitembak, depok, tengklung, and tujuh harian were balinese martial arts which combined drama with balinese dance and is also combined with other martial arts such as capoeira, taekwondo, muay thai etc. the merger of those martial arts was eventually made as a different martial art form by incorporating elements of dance art which eventually is named mepantigan. the idea began in the 1930s and finally survived until now. in the1930s era, mepantigan is called bali ngakak which is another word of the concept of menyama braya which means mutual cooperation. in contextual term, menyama braya can be integrated with balinese art. this art is packed interestingly and is closed with kecak dance. in those days, the followers of mepantigan were given the doctrine that the existence of mercy that was able to cultivate respect for other human beings. the ritual that took place at the time was done at night, but it evolved with a touch of innovation that now it can be done at day. figure 1 bali mepantigan art group. ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 156 figure 2 bali mepantigan wrestling art performance. figure 3 wrestling in a pond of mud. ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 157 closing: barthes’ wrestling culture representation the definition of art is a topic that will never experience a climax in aesthetics or philosophy of art. aesthetics which depicting art in the context of emotions and feelings are called expressiveness. related to representation, art is the context of artificial reality and the formal school that defines art in the context of artwork structure (sunarto, 2009). representation is a practice in producing a culture. culture is a very broad concept, involving the experience and interpretation of language togetherness, and other cultural codes. representation is not just about the physical appearance or look that is visible from the outside, but it also reveals the true meaning behind it. mepantigan is a mimicry of reality that depicts traditional balinese crafts such as sitembak, tujuh harian, depok which is commonly referred to as tengklung combined with drama, balinese dance and martial arts like taekwondo, capoera, etc. according to barthes, the culture of wrestling is a show with a locking style, hitting which is actually the basic concept of human life where there is a fight between good and evil. the image displayed in the wrestling culture is a picture of excessive masculinity in one arena. wrestling can be represented through the performing arts with certain roles. the meaning applied to the performing arts of mepatigan is a tribute to dewi sri (goddess of prosperity of the farmers) or can be called as the goddess of rice which is a form of gratitude for the blessing that has been experienced by the farmers. the application of the balinese art of mepantigan itself was initiated as a cultural performances by incorporating balinese dance and wrestling elements. when the performance art of mepantigan has been performed, it is considered as harmonization between man and mother nature which is manifested by having fun in mud. the meaning and specific symbols in the performing arts of mepantigan such as the first mantigang (slamming each other) which contain the meaning of the symbols of two different forces that are opposite to each other. secondly, destar or udeng with tridatu colors are symbols of a headband with red, white, black (brahma, vishnu, siva). this tri murti represents the three gods namely lord brahma as the creator, lord vishnu as the creator and the last lord shiva as the destroyer. the use of this cloth is also used for the alignment of skale (the visible world) and niskale (the invisible world). thirdly, the puddles of rice fields which has a meaning as the place of dewi sri existence. ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 158 in accordance with the concept of barthes about the culture of wrestling which is considered as a semiotic study, wrestling is a means of entertainment to the public. the connotation of the show if it has been understood by society will be a myth/mite. the depiction of social phenomena in mythology based on semitotic theory is readopted by de saussure. seamotics proofing by the presence of signifier and signified as a unified sign in linguistics. semiotics can also be a sign of human life especially in social and culture. mite is considered as a whole system of image and belief formed by the community in maintaining its identity (kridalaksana, 2005). the reflection of balinese wrestling in mepantigan which is a myth of the offering ceremony through the art of dance and wrestling for dewi sri is finally understood and done continously to every society, visitors, tourists which eventually is made as a tradition. players of mepantigan has a role played in performing arts, this is in line with the concept of wrestling in the perspective of barthes’ semiotic that in carrying out wrestling there is a series of theater elements involved with certain roles. tourism actualization in an area can be done by playing the existence of myths and traditions. in mepantigan, a myth was formed from a previous society in 1930 and preserved steadily from generation to generation which is called tradition has the potential to sustain regional tourism especially in batubulan gianyar. barthes's concept of wrestling culture begins with the myth/myth used in highlighting the identity formed by individuals, groups, or communities. cultural wrestling which is interpreted with the art of performances by displaying dance, theater that has a certain role according to barthes can be associated with the mepantigan performance art. from that exposure, it can be concluded that the tradition of mepantigan can be used as a form of representation of barthes’ wrestling culture. bibliography arista, olieq et al. 2017. “pengelolaan seni mepantigan sebagai atraksi wisata di desa batubulan kabupaten gianyar”. jurnal penelitian agama hindu institut hindu dharma negeri denpasar. barthes, roland. 2012. elemen-elemen semiologi. yogyakarta: jalasutra. bungin, burhan. 2003. analisis data penelitian kualitatif. jakarta: raja grafindo persada. ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 159 hall, stuart. 1997. representation: cultural representation and signifying practices. london: sage publications. jovanovic, sonja. 2016. “infrastructure as important determinant of tourism development in the countries of southeast europe”. ecoforum journal, vol. 5, no.1. kayam, umar. 2000. “seni pertunjukan kita”, global/lokal jurnal seni pertunjukan indonesia.bandung: mspi. kridalaksana, harimurti. 2005. mongin-ferdinand de saussure. jakarta: yayasan obor indonesia. matias, a; nijkamp, p; neto, p (eds). 2007. advances in modern tourism research: economic perspectives. heidleberg: physica-verlag. miles, matthew b; huberman, michael a. 1992. analisis data kualitatif. jakarta: uii press. moleong, lexy j. 2002. metode penelitian kualitatif. bandung: remaja rosdakarya. silalahi, ulber. 2010. metode penelitian sosial. bandung: refika aditama: araska. sujarno, et al, 2003. seni pertunjukan tradisional, nilai, fungsi dan tantangannya. yogyakarta: kementerian kebudayaan dan pariwisata. sunarto. 2009. televisi, kekerasan, dan perempuan. jakarta: kompas. ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 24 sharia tourism development strategy in natural recreation sites of batu city, east java azzah fauziyah cholis1, luchman hakim2, edriana pangestuti3 1master program of enviromental and development studies, universitas brawijaya, indonesia 2biology departement, faculty of mathematics and natural science, universitas brawijaya, indonesia 3department of business administration, faculty of administrative science, universitas brawijaya, indonesia email: 1azzahbio@gmail.com, 2luchman@ub.ac.id, 3edriana_fia@ub.ac.id abstract batu city has abundance natural recreation sites, in which many of them have been visited by tourists. with the recent development of sharia-based tourism industry, there are opportunities for batu to develop sharia based tourism in batu, especially in natural recreation sites. the purpose of this research is to identify the implementation of sharia value in natural recreatin sites and sharia tourism development strategy in the area of natural tourism batu city. data were obtained from questionnaires given to 84 respondents consisting of visitors, tourism employees, tour manager, and policymaker then being analyzed for the implementation of sharia tourism and strategy on the development of natural tourism. swot strategy was used to determine every aspect of tourism development (weight 0.00 to 1.00). the results of the analysis with swot quadrant shows that implementation most of it has been applied. while sharia development strategy in nature tourism of batu city is at the quadrant i which is aggressive strategy. the alternative strategy that used is so strategy (strengthsopportunities) which includes: (1) mproving the quality of service that will lead to the system of sharia tourism; (2) utilizing all resources as a attraction of sharia tourism; (3) involving all the stakeholders in cooperation planning and management of natural tourism principled sharia; and (4) improving foreign language skills to all employees and management of tourism. keywords: batu city, sharia tourism development strategy, natural recreation, swot. introduction sharia tourism is a tourism activity that emphasizes the material and methods of handling halal based on sharia (hasan, 2017). the sharia principles applied in tourism originate from two sources namely al-qur'an (muslim holy books) and as-sunnah (islamic teachings conveyed by the prophet muhammad) (mohsin, et. al., 2016; el-gohary, 2016). majelis ulama indonesia (mui) has also issued a fatwa on the implementation of tourism based on sharia principles no: 108/dsn-mui/ix/2016 (hasan, 2017). the fatwa contains mailto:azzahbio@gmail.com mailto:luchman@ub.ac.id mailto:edriana_fia@ub.ac.id ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 25 about the implementation of sharia-compliant tours including, among others, tourists, travel agencies, tourism entrepreneurs, hotels, tour guides and therapists. sharia tourism development aims to attract more foreign tourists from muslimpopulated countries such as malaysia, brunei darussalam, middle eastern countries and other islamic countries. in addition, it’s also to attract foreign investors to invest business in the new tourism sector in indonesia and becoming the best sharia tourist destination in asean (firdausi, et. al., 2017). batu city is located in east java province is one of the tourist destinations because of the potential for a very beautiful nature and climate-owned because it is located in the foot of mountains and slopes (bps kota batu, 2017). based on its geographical aspects, batu city benefited from the natural beauty of the surrounding area, the types of natural tourism that can be enjoyed in the form of waterfalls, adventure tours, natural hot spring tours, and ecotourism (purnomowati and ismini, 2014), in which many of them has been visited by tourist. this is evidenced by visits from year to year that are increasing, namely in 2015 as many as 2.249.201 visits, and in 2016 increased by 2.878.199 visits, in 2017 increased by 4. 188.910 visits (bps kota batu 2016, bps kota batu 2017, bps kota batu 2018). with the recent development of sharia-based tourism industry, there are opportunities for batu to develop sharia based tourism in batu, especially in natural recreation sites. so, the purpose of this research is to identify the implementation of sharia value in natural recreatin sites and sharia tourism development strategy in the area of natural tourism batu city. methods this research was carried out in the natural tourism area and the batu city tourism office. among these natural attractions are coban putri (waterfall tour), coban rais (ecotourism), cangar hot water bath (natural hot spring tour) and banyak mountain paragliding (adventure tourism). the location of natural tourism is in the area of batu city (picture 1). ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 26 table 1. natural attractions of batu city criteria wisata coban putri coban rais banyak mountain paradigling cangar hot water bath type waterfall ecotourism adventure natural hot spring location tlekung village, junrejo district, batu oro-oro ombo village, batu songgokerto village, batu sumber brantas village, bumiaji district, batu atraction waterfall, tracking/hiking, camping, outbound, tour of pickking oranges waterfall, hicking/tracking, camping, playing atv, outbound, archery and airgun paradigling natural hot spring sources: culture and tourism office. figure 1. map of batu municipality (bps batu, 2017) ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 27 this research was conducted in august 2018. the method used is field observation to observe directly the object under study use note, camera and recorder. then the questionnaire was distributed to find out the implementation of sharia tourism in the area of natural tourism which includes 1) legal aspects of policy; (2) social aspects; (3) economic aspects; (4) environmental aspects; and (5) ecological aspects. data were obtained from questionnaires given to 84 respondents consisting of visitors and tourism employees then being analyzed for the implementation of sharia tourism. the questionnaire results were processed using a likert scale using the scores that have been determined as follows (hakim, 2014): score 1 = very unavailable score 2 = not available score 3 = neutral/don't know score 4 = available score 5 = very available furthermore, the scores obtained from each statement will be calculated using the following formula: 𝐀𝐢 = (𝒂.𝟓)+(𝒃.𝟒)+(𝒄.𝟑)+(𝒅.𝟐)+(𝒆.𝟓) 𝒂+𝒃+𝒄+𝒅+𝒆 information: ai : public perception for i-statement a : number of respondents giving answers 5 b : number of respondents giving answers 4 c : number of respondents giving answers 3 d : number of respondents giving answers 2 e : number of respondents giving answers 1 the results of the scores of each answer are then summed and averaged, then grouped so that the final results are known with the assessment index as follows: 1 <x ≤ 1.8 : very unavailable 1.9 <x ≤ 2.5 : not available 2.6 <x 4 3.4 : neutral/ don’t know 3.5 <x 2 4.2 : available 4.3 <x ≤ 5 : very available while the tourism development strategy used efas (external factor analysis strategy) and ifas (internal factor analysis strategy) strategies by conducting interviews with tourism managers and tourism policy stakeholders. ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 28 the results of the study were analyzed descriptively. while the data to find out the strategy of developing sharia tourism in the natural tourist area of batu city was analyzed using swot analysis which included aspects of strengths, weaknesses, opportunities, and threats. the four aspects are related to each other. every aspect of the swot is carried out according to the weight of 0.00 to 1.00, if each factor (internal/external) is added, it will get weights 1. after the weight also ranks to determine the level of importance in all aspects (1 = not important; 2 = rather important; 3 = important; 4 = very important). then, the weight is multiplied by the rating. the number of internal/external factors is then added to create a swot quadrant in determining the development strategy (parmawat et. al., 2018). result and discussion implementation of islamic values in the batu nature tourism area the implementation of sharia referred to in this article is everything that has indirectly been applied to a sharia tourism system in the area of batu nature tourism. this implementation is viewed from five aspects, namely legal, economy, social, environmental and ecological legal aspects. on legal and policy aspects, natural tourism in batu city has fulfilled environmental permits as a government effort in controlling and controlling the environment. tabel 2. respondents perceptions of the implementation of sharia value in natural recreation site aspect indikator skor cp* cr* bm p* nh sc* legal and policy  enviromental permit 4,33 3,86 4,10 4,14  regulations for tourism managers and employees 4,10 4,24 4,33 3,95  regulations for all tourist 4,14 4,14 4,33 4,43  penalties for rule violators 3,19 3,57 3,76 3,95 economy  prices of food and drinks are too expensive than regular prices 2,76 3,57 3,62 3,19  liquor seles 2,05 2,62 2,62 2,48  halal certified of restaurants 2,67 3,14 3,14 2,90 ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 29  packaging food and drinks are labeled mui 3,76 3,71 3,48 3,48 social  hospitality and courtesy of tour managers and employees 4,33 4,43 4,33 4,43  tourist managers and employees dress decently than female employees wear a veil 4,43 4,29 3,81 3,67  muslim tourists use dress decently 3,95 4,38 4,24 4,29  there are worship facilities (mosques/prayer rooms and other prayer tools 4,05 4,67 4,19 4,29  separate prayer places between men and women 3,62 3,71 3,38 3,38  adzan reverberates every prayer time 2,76 3,33 2.33 2,86  separate toilets between men and women 3,24 3,86 4,10 4,29  there is immorality 2,38 2,57 2,81 2,86 enviromenal  beautiful and comfortable environmental conditions 4,67 4,62 4,81 4,57  clean environment maintained 4,38 4,48 4,57 4,05  scheduled clean environment activities 4,05 3,86 4,14 4,10  availability of trash bins 4,52 4,62 4,52 4,62  there is a toilet 4,57 4,76 4,67 4,67  there is a place of wudlu 3,71 4,48 4,48 4,43  availability of clean water 4,62 4,67 4,48 4,62  a separate tourism attractions between men and women 2,10 2,43 2,00 2,81 ecological  hunting of wild animals (birds, squirrels, monkeys, etc.) 2,57 2,81 2,57 2,67  waste in processed 2,90 3,00 3,14 2,86  nature conservation activities 3,33 3,38 3,33 3,48  information about environmental preservation 3,14 3,43 3,62 3,48  information about flora or fauna that live in natural tourism areas 2,29 3,48 2,38 3,48 *cp = coban putri; cr = coban rais; bmp = banyak mountain paradigling; nhsc = natural hot spring cangar fourth tourist sites also include rules for managers, employees as well as tourists in order to create a good travel management system. likewise, sanctions provided by ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 30 rule violators are also applied. other efforts in enforcing discipline in tourist areas can be in the form of warnings and direct prosecution by reporting to the authorities. nonetheless, no natural tourism area in batu city has received a sharia tourism certificate. in the economic aspect, there are no food stalls in tourist locations labeled sharia restaurants, but the food sold is mostly halal food in terms of ingredients, processing and how to get it. while most of packaged foods have received mui halal certificates which are proven halal. based on price, some locations sell food that is too expensive than the usual price. how to sell like this is used by sellers to get more profits but cannot give a good impression to visitors. hospitality, politeness, courtesy and neat clothing by all employees are a social aspect that has been implemented in sharia values. according to pratama (2013), tourism managers must be able to provide satisfying services to consumers to feel interested and happy to visit again. as well as fast service and friendly appearance, these are very possible for consumers to be interested in returning and informing others. clothes that are polite and cover the nakedness in islamic sharia is highly recommended because it can avoid views that can lead to the passions of the opposite sex (q.s. an-nur 31; alahzab verses 33 and 59). polite clothes will also give a good impression, the authority to the original nature of man. according to satriana and faridah (2018) that in the world of sharia tourism,polite employee clothing is a condition that can create a muslim-friendly atmosphere. mosque, ablution place, toilet and prayer tools are available at tourist location. but most of tourist locations don’t separate men and women. all natural location don’t reverberate summon of prayer when the prayer time arrives. as well as tourist attractions are not separate, except in a natural hot spring some separate place between men and women. even so, no one committed immoral acts. in the environmental aspect, the natural tourist area in batu city always strives to create beautiful and comfortable environmental conditions, as well as maintained environmental cleanliness. efforts are being made that is by conducting a clean environment and providing regularly scheduled garbage dump in some places. environmental cleanliness is closely related to physical and spiritual health because if the environment is clean and beautiful, the realization of a healthy and comfortable life will be ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 31 realized.if this is created in a sharia tourism environment, it can increase the values of worship such as increasing gratitude and positive thinking. maintaining natural sustainability is an important and fundamental thing in building or developing goals in an environment. a beautiful environment will create harmony in the ecosystem. nature is intended for common interests, can be used well and with a good attitude (q. luqman verse 20; al-qasash verse 77; al-a'raf 56; al-syuara 'verse 183; ar-rum verse 41). finally, the aspects of sharia ecology that have been implemented in the area of natural tourism are nature conservation activities and prohibiting the hunting of wild animals. there is still no processing of waste and waste in tourist locations. the garbage is only collected at the polling station and sent directly to the final landfill. in some tours there are also environmental preservation slogans and some information on the names of fauna living in tourist areas. this effort is made to provide knowledge to the public about the importance of the importance of preserving the environment. sharia tourism development strategy based on the results of the weight assessment and ifas rating in the natural tourist area of batu city (table 1), it can be seen that the total weight multiplied by the rating on the internal factor is 1.61. while the total weight multiplied by the internal weakness factor is 1.56. so, the total internal factors of strength and weakness are 3.18. while the results of the weight assessment and efas rating can be seen that the total weight multiplied by the rating on the opportunity external factors is 1.92. while the total weight multiplied by the rating on external factors is 1.08. so, the total external factors opportunities and threats are 3.10. table 1. the results of ifas weighting and rating in the batu nature tourism area internal factors weight rating weight x rating strength:  religious environment 0,06 3,20 0,18  hospitality around the tourist community 0,07 3,60 0,24  the desire of managers natural tourism to participate in developing islamic tourism 0,06 3,00 0,18 ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 32  food and drink packaging sold labeled mui 0,06 3,20 0,19  positive perception of natural tourism managers in developing sharia tourism 0,05 2,60 0,14  openness of natural tourism managers in accepting local and foreign tourists 0,07 3,40 0,23  tourism managers and employees wear polite clothes and veil for women 0,06 3,00 0,18 total 0,49 1,61 weakness:  security procedures are less structured 0,07 3,60 0,07  tourism management has not implemented a sharia tourism system 0,04 2,00 0,04  the skills of a foreign language tour guide are not enough 0,05 2,80 0,05  lack of skills of people around the tourist areas to speak foreign languages 0,05 2,40 0,05  tourists are less politedressed 0,06 3,00 0,06  low quality of environmental hygiene 0,07 3,60 0,07  lack of environmental conservation programs 0,07 4,00 0,07  some facilities in the tourist area are not separated between men and women (toilets, prayer rooms etc.) 0,05 2,60 0,05  restaurants/canteens/stalls around the tour have not been mui certified 0,05 2,80 0,05 total 0,51 1,56 total ifas 1 3,18 table 2. results of the assessment and rating efas weight in batu nature tourism area external factors weight rating weight x rating opportunity :  government policy in supporting the development of sharia tourism 0,06 2,80 0,18 ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 33 in the natural tourist area of batu city  location and access to natural tourist area is strategic 0,08 3,60 0,30  potential for tourist visiting from abroad 0,07 3,20 0,23  potential tourists from domestic tourist 0,09 4,00 0,37  the role of print media, social media and media from local and national television 0,08 3,80 0,31  collaboration between government, investors and the public 0,07 3,20 0,23  there is no immoral action in natural tourism areas 0,08 3,60 0,30 total 0,55 1,92 threat:  competition with other regions in developing sharia tourism in natural tourism areas 0,05 2,20 0,11  environmental pollution 0,08 3,40 0,26  changing the behavior and mindset of the people 0,03 1,40 0,05  the presence of migrants 0,06 2,60 0,15  the expansion of tourist areas 0,06 2,20 0,13  damage to environmental ecosystems 0,06 2,40 0,14  visitor interest decreases 0,06 2,80 0,18 total 0,42 1,08 total efas 1 3,10 the next stage is the analysis swot quadrant which aims to determine the position of development of sharia tourism in the batu city nature tourism area. calculation of parameters comes from the difference between internal factors and external factors, so the calculation is:  determination of x coordinates total strength score − total weakness score = 1,61 − 1,56 = 0,05  determination of y coordinates total odds − total score threat = 1,92 − 1,08 = 0,84 ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 34 figure 2. result of swot quadrant based on the results of the swot quadrant analysis in image 2, it can be seen that the position of developing sharia tourism in the natural tourist area of batu is in quadrant i. this position is very beneficial in the development of sharia tourism in natural tourism areas. so, in this case the relevant parties can use the internal forces contained in batu's natural tourist areas to take advantage of existing external opportunities. the strategy that must be implemented in developing sharia tourism in natural tourism areas is to support aggressive strategies to achieve maximum progress. after describing the factors of strengths, weaknesses, opportunities and threats, then develop strategic factors related to efforts to develop sharia tourism in the region using the swot quadrant properties. in the swot quadrant, the strategies that can be chosen include structural-opportunities, w-o (weaknesses-opportunities) strategies, st strategies (strengths-threats) and w-t strategies (weaknesses-threats). but based on the results of the swot analysis are in quadrant i (figure 2), so the alternative strategy used is the so (strengths-opportunities) strategy. strategies that must be prepared in order to take advantage of the strengths and opportunities that exist in developing sharia tourism in the natural tourist area of batu city,then it is necessary to do the strategy factor as follows: 1. improve service quality improving the quality of services are more directed towards the sharia tourism system. important points in the planning of halal tourism marketing, including: ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 35 providing all information to tourists related to tourism offered; a good impression of tourists is a capital to tell to tourists who will visit; limit use of natural tourism to keep coastal conservation clean and beautiful; support all restaurants to get standard halal certification that must be done; and the presence of prayer rooms and location directives using arabic and english (chookaew, et. al., 2015). 2. increasing sharia tourist attraction. utilizing all existing resources as sharia tourist attractions.various types of natural tourism include: adventurous tours, hot spring tours, ecotourism, and waterfalls with beautiful, beautiful landscapes and strategic locations. sharia tourist attraction can also be added attributes for sharia tourism development, given: worship facilities (mosques or mosques in each destination, adzan reverberates every prayer time, qibla instructions, qur'an available at the hotel,supply adequate water for self purification); halal products (halal food and beverages, special areas for women in hotels or destinations, swimming pool and sports area separate between men and women); islamic morals (rules for sharia principles for halal tourism staff, awareness of wearing clothes that are in accordance with islamic rules, prohibition of prostitution activities, adult tv censorship); and no alcohol and gambling activities (pratiwi, 2016). 3. increasing the role of stakeholders involving all stakeholders in cooperation in planning and managing sharia tourism in natural tourism areas, this is to improve the local economy and increase human resources so as to avoid threats to tourism resources. cooperation can be done with the surrounding community and the private sector. stakeholders from the community around tourism have a very important role, not only as beneficiaries of development, but also as the driving force for the success of tourism development in their respective regions (rokani, 2018; muzha, 2013). 4. enhancing foreign language skills. improving foreign language skills to all employees and travel managers to create sharia tourism that can be internationally competitive. the global language is english. the role of english is important for the tourism industry as a means of communicating, negotiating, and making transactions between tourists and tourism employees. as an ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 36 example in thailand, the tourism industry is one of the fastest growing businesses so it plays an important role in the thai economy (prachanant, 2012). conclusion based on the results of the analysis that has been done, the implementation of sharia values in thenatural tourist area of batu city has been most of them already exist after being reviewed based on five aspects which include: policy, economic, social, environmental and ecological law. while the strategy of developing sharia tourism in the natural tourist area of batu city uses efas-ifas and swot quadrant is obtained in quadrant i, which is an aggressive strategy. in this case, the alternative strategy used is the so (strengths-opportunities) strategy. the strategy used is: (1) improving the quality of services that lead to a system of sharia tourism; (2) utilizing all existing resources as sharia tourist attractions; (3) involving all stakeholders in cooperation in planning and 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1(2) 32-43. https://core.ac.uk/download/pdf/82011987.pdf ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 68 community based agro-tourism development strategy for sumber arum village, songgon, banyuwangi adetiya prananda putra1, firda rachma amalia2, sari wiji utami3 1.2tourism business management study program, politeknik negeri banyuwangi 3agribusiness study program, politeknik negeri banyuwangi email:1adit.prananda@poliwangi.ac.id, 2firda.amalia11@poliwangi.ac.id, 3sariwijiutami@poliwangi.ac.id abstract the development of agro-tourism cannot be separated from the communities around the agro-tourism area, considering that local communities play a major role in the success of an agro-tourism. community involvement and participation are the main criteria in the development of sustainable agro-tourism. therefore, agro-tourism should be developed through the concept of community empowerment. the development of agro-tourism models is needed to improve the welfare of the surrounding community while at the same time directly increasing the region's original income through the tourism multiplier effect. the purpose of this study was to identify superior commodities and prospective tourist attractions that support the development of agro-tourism oriented to the potential of sumber arum village. besides, this study also aims to develop agro-tourism development strategies based on community-based tourism that can be applied in the development of agro-tourism in sumber arum village. this research used a case study approach with sumber arum village as the object of research. analysis of determining superior commodities and tourist attractions used exponential comparison (mpe) method. the arrangement of development strategies is based on community-based tourism using analysis of ife, efe, ie, swot, and ahp. the results showed that water lettuce, celery, and ferns were superior commodities for the development of agro-tourism. priority development strategies that could be recommended to the sumber arum village to develop agrotourism based on community based tourism are (1) utilizing the potential of agricultural land into agro-tourism zoning, (2) providing training about basic tourism to agrotourism society, (3) collaborating with tourism industry stakeholders to introduce agrotourism destinations, (4) creating community-based agro-tourism brands, and (5) increasing community involvement for renewal of agro-tourism products. keywords: agro-tourism, community based tourism, development strategy, sumber arum village. introduction the development and management of tourism in an area must be able to reflect the role of local communities who are involved in the tourism development and management process so that there will be a synergy and the ability to create suitable program with the aspirations and desires of the community. management of tourist destinations also requires the participation of all elements of society to develop these tourism objects and improve the welfare of the community around tourist destinations. ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 69 and then, environmental conditions have to be managed because it has influence of community participation (parwati, et. al, 2018). agro-tourism is a diversification of tourism products that combine agricultural activities (agro) and recreation in an agricultural environment (sznajder, et al, 2009). beeton (2006) in aref and gill (2009) stated that agro-tourism is one of the terms used to describe tourism in rural (rural tourism), besides farm tourism, soft tourism and ecotourism. agro-tourism is an activity that tries to develop natural resources in an area that has the potential in agriculture to become a tourist area. agro-tourism is part of a tourist attraction that utilizes agricultural business as a tourist attraction. the aim is to expand knowledge, recreational experience and business relations in agriculture. through the development of agro-tourism which emphasizes local culture in utilizing land, farmers' income can increase along with efforts to conserve land resources, and maintain local culture and technology (indigenous knowledge) which are generally in accordance with their natural environmental conditions. agro-tourism also provides opportunities for tourists to take part on rural recreation activities to expand knowledge, recreational experience and business relations in the field of agro. the development of agro-tourism cannot be separated from the communities around the agro-tourism area, considering that local communities play a major role in the success of an agro-tourism. community involvement and participation are the main criteria in the development of sustainable agro-tourism. therefore, agro-tourism should be developed through the concept of community empowerment. sumber arum village is one of the villages in the banyuwangi located at the hillside of raung mountain. the area consists of residents' villages, agricultural land, plantations and forests. sumber arum village has beautiful scenery and there are several tourist attractions around the village. the development of agro-tourism models is needed to improve the welfare of the surrounding community while at the same time directly increasing the region's original income through the tourism multiplier effect. the development done must be community-based in order to maintain sustainable development of agro-tourism. the purposes of this research are to identify superior commodities and prospective tourist attractions that support the development of agrotourism which is oriented to the potential of sumber arum village, and to develop agrotourism development strategies based on community-based tourism that can be applied in the development of sumber arum village agro-tourism. ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 70 research methodology this study seeks to develop a development strategy based on david's (2012) strategy development framework. this research is included in descriptive, qualitative and quantitative research. types and sources of data used are primary and secondary data. primary data is data obtained directly from the informant meanwhile secondary data is data obtained through interviewing other parties who are interested and related on this study. the informants on this research consist of practitioners, local government, academics, and general public. in this study, superior commodities and main attractions are mapped and identified using exponential comparison method (mpe). mpe method is one of the decision methods that quantify the opinion of a person or more in a certain scale (marimin, 2004). descriptive analysis is done by identifying factors that influence the development of agro-tourism in sumber arum village. the results of descriptive analysis are used as a basis for analyzing external and internal factors that will be presented in the ife and efe matrix. the results of the analysis are used for ie analysis to determine the position of destinations in the tourism industry in banyuwangi. swot analysis uses the power to overcome weaknesses and to take advantage of every opportunity while removing all threats to obtain various alternative development strategies (chan, 2011). the results of the swot analysis provide several alternative strategies adopted based on logic to achieve goals (ikhsan, 2011). this collection of strategies was chosen to be a number of relevant strategies that were suitable with the results of the ie analysis. the relevant strategy is then used as the basis for determining priority strategies using ahp. results and discussion determination of leading commodities leading commodities are potential commodities that are considered to be competitive with similar products in other regions because besides having comparative advantages they also have high business efficiency (ely, 2014). sumber arum village has considerable potential, either the potential that has been utilized or those that have not been maximally used. the potential that includes natural resources and even human resources that must be continuously explored and developed to welcome tourism which is increasingly growing in banyuwangi regency. sumber arum village ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 71 has various kinds of agricultural commodities. the agricultural commodities of sumber arum village and the entire songgon district are vegetable which are distributed throughout the java-bali region. this proves that sumber arum has considerable agro potential. agricultural commodities in sumber arum village include celery, chili, tomatoes, mustard vegetables, cabbage, beans and watercress. table 1. leading agricultural commodities in sumber arum village no. strategy factors weight commodity lettuce edible fern celery mustard green chili tomat o sringbean 1. market potential and growth 0,125 0,625 0,5 0,375 0,375 0,375 0,375 0,25 2. potential natural and environmenta l resources 0,125 0,5 0,5 0,5 0,25 0,375 0,25 0,25 3. ability of human resources 0,125 0,5 0,375 0,375 0,375 0,375 0,375 0,375 4. competition level with other tours 0,236 0,944 0,708 0,708 0,472 0,472 0,472 0,472 5. infrastructure availability 0,194 0,776 0,388 0,582 0,582 0,388 0,388 0,582 6. consumer’s tastes and the tendency 0,194 0,776 0,776 0,776 0,582 0,582 0,582 0,582 total 4,121 3,247 3,316 2,636 2,567 2,442 2,511 rating 1 3 2 4 5 7 6 from the mpe analysis (table 1), it is known that the superior agricultural commodity in sumber arum village is watercress with the highest total of 4.121. the second leading commodity is celery with a total of 3,316. the third commodity is fern with a total of 3,247. the fourth commodity is vegetable mustard with a total of 2,636. the fifth commodity is large chilly with a total of 2,567. the sixth commodity is beans with a total of 2,511. the seventh commodity is tomatoes with a total of 2,442. the agricultural commodities are mostly located in sumberasih hamlet. the arrangement of community based tourism development strategies (1) evaluation of the internal environment the results of the ife analysis (table 2) indicate that the main strength factor of sumber arum agro-tourism lies on the fact that it has large plantations with a score ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 72 of 0.322. it shows that the role of a land in the development of agro-tourism is very necessary. besides human resources, land is also factors that need to be considered. businesses in the plantation sector do not solely need land but it requires a large area or land and fertile soil conditions. sumber arum itself is one of the villages in banyuwangi regency which is suitable to be utilized as plantation area or agro tourism. the village has cool air, large area and very fertile soil conditions. some of these potential factors are keys that must be utilized and maximized to develop agrotourism which based on community based tourismin sumber arum village. table 2. results of internal factor evaluation of sumber arum village agro tourism no. strength weight rating score 1. diverse commodities 0.076 4 0.305 2. having large area 0.081 4 0.322 3. very cool air temperature 0.074 4 0.295 4. abundant clean water 0.077 4 0.309 5. beautiful landscape views 0.080 4 0.319 6. public participation rate 0.068 4 0.270 total 0.456 1.820 no. weakness weight rating score 1. bad signal telephone 0.095 2 0.191 2. inadequate public transportation 0.088 2 0.175 3. inadequate accessibility 0.085 2 0.171 4. inadequate accommodation 0.087 2 0.174 5. inadequate tourism facilities 0.090 2 0.181 6. having no collaboration with stakeholders 0.099 2 0.198 total 0.544 1.090 total score 1.000 2.908 the main weakness of sumber arum agro-tourism is there is no collaboration with stakeholders which is indicates by score 0.198. sumber arum agro-tourism is still not operated by any party. so there is no collaboration with stakeholders both from the government and the private sector. sumber arum is a private land owned by farmers. the result of internal factor evaluation was 2.908. this score indicated that the ability of agro-tourism internal factors in sumber arum village which is based on community based tourism was in above average position. the number of strength ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 73 factor reached 1,820, while the weakness factor reached 1,090. the total of each score if accumulated shows that the agro-tourism based community based tourism position in sumber arum village has more dominant strength factor than the weakness factor. (2) external environmental evaluation the results of the efe factor analysis (table 3) state that the main opportunity factor is to become an agro-tourism destination in banyuwangi regency that is reflected by total score 0.101. the condition of these external factors is the driving force for the manager to be more active in maintaining and developing agro-tourism based on community based tourism in sumber arum village. so, it will be better and having more tourists in the future. agro-tourism can be maximally developed by not only maximizing the main opportunity, but also utilizing and maximizing other opportunities. the main threat factor possed by agro-tourism based on community based tourism in sumber arum village is the existence of a tourist area that does not last long with score 0.135. the emerging of a new tourist attraction, mostly, reduces the visit to the old tourist attraction if the old one does not add any innovations. case studies of tourism objects in banyuwangi regency show that some tourist attractions gain fame only at certain times. this was caused by lack of innovation from the management which resulted boredom on the visitors. table 3. results (efe) external factor evaluation of agro tourism of sumber arum village no. opportunity weight rating score 1. increase commodity market share 0.085 4 0.340 2. availability of employment opportunities for surrounding community 0.083 4 0.330 3. being an agro-tourism destination in banyuwangi regency 0.101 4 0.405 4. collaboration with stakeholders 0.099 4 0.395 5. increasing tourist visits in banyuwangi regency 0.088 4 0.350 total 0.456 1.820 no. threat weight rating score ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 74 1. competition with other attractions 0.088 4 0.350 2. natural disasters (floods) 0.090 4 0.360 3. soil and water pollution due to waste 0.120 2 0.240 4. the short existence of tourist areas 0.135 2 0.270 5. raung mountain eruption 0.113 2 0.225 total 0.546 1.445 total score 3.265 the results of the analysis result total score of 3.265. the total score for the opportunity factor reached 1,820, while the total score of the threat was 1,445. it shows that the ability of external factors in agro-tourism which is based on community based tourism in sumber arum village is in a high position, and that agro-tourism in banyuwangi has more dominant opportunity factor than the threat factor. (3) analysis of destination position the results of the ie analysis (figure 1) place sumber arum village in cell ii, namely (growth and build). the strategy that can be carried out in the development of agro-tourism is by implementing an intensive strategy and integration strategy, merger and strategic alliance can also be done. an intensive strategy can be carried out by market penetration, market development, and product development. total value weighted ife strong 3.0 – 4.0 average 2.0 – 2.99 weak 1.0 – 1.99 total weighted efe value high 3.0– 4.0 i ii iii medium 2.0 – 2.99 iv v vi ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 75 low 1.0 – 1.99 vii viii ix figure 1. matrik ie sumber arum agro-tourism (4) strategy formulation alternative formulations of agro-tourism strategies in sumber arum village were obtained using swot analysis. according to david (2012) alternative strategies are divided into four, namely s-o strategy (strength-opportunities), w-o (weaknessesopportunities) strategy, s-t (strength-threats) strategy, w-t (weaknesses-threats) strategy. from the formulation of the strategy in the swot matrix, 13 alternative strategies are produced in accordance with internal and external factors to develop agro-tourism in sumber arum village, which can be seen in figure 2. internal eksternal strengths weaknesses 1. diverse commodities 2. has a large area 3. very cool air temperature 4. abundant clean water 5. beautiful view 6. high level of community participation 1. bad telephone signal 2. inadequate public transportation 3. inadequate accessibility 4. inadequate accommodation 5. inadequate tourism facilities 6. no collaboration with stakeholder opportunites so stategies wo strategies 1. increase commodity market share 2. availability of employment opportunities for the surrounding community 3. become an agro-tourism destination in banyuwangi regency 4. collaborate with stakeholders 5. increased tourist visits in banyuwangi regency 1. utilizing the potential of agricultural land into agro-tourism zones (s1, s2, s5, s6, o2, o3, o5) 2. developing agrotourism product trading systems (s1, s2, o1, o4) 3. providing basic tourism training to agro-tourism communities (s3, s4, s6, o2, o4) 1. synchronization of stakeholder work programs to support the development of agrotourism (w1, w3, w6, o4, o5) 2. establish cooperation with the community for agro-tourism zoning (w2, w4, w5, o1, o2, o5) 3. cooperating with tourism industry players to introduce agro-tourism destinations (w6, o4, o5) ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 76 threats st strategies wt strategies 1. competition with other tourism objects 2. natural disasters (floods) 3. soil and water pollution due to waste 4. the existence of tourist areas which does not last long 5. raung mountain eruption 1. building disaster evacuation routes (s6, t2, t5) 2. increasing community involvement for renewal of agro-tourism products (s1, s2, s6, t1, t4) 3. application of green farming principles in the development of agrotourism (s2, s3, s4, s5, s6, t2, t3) 4. creating communitybased agro-tourism brands (s1, s2, s3, s4, s5, s6, t1, t4) 1. utilizing residents' residential areas as home stays (w4, w5, t1, t4) 2. adding disaster management facilities (w3, w5, t2, t5) 3. agro-tourism area utilization with the concept of back to nature (w1, w3, t3) figure 2. results of evaluation of development strategies (5) priority strategy determination swot analysis produced 13 strategies for developing agro-tourism in sumber arum village. then, it is formulated into the five most suitable alternatives strategies based on analysis of the position of staff and an assessment of each alternative strategy to obtain priority strategies. selection of priority strategies that are rated most suitable using analytical hierarchy process (ahp). ahp resolves the problem in an organized frame of mind, so that it can be expressed to make effective decisions on the issue. the analytical hierarchy process in this study is divided into four hierarchies, the first level is the focus or target that is the development strategy that is suitable for sumber arum agro-tourism area, the second level is the criteria or factors that influence the destination, those are tourist destination, tourist product, promotion, control group and attitude and participation of local residents which is an operational management strategy for ecotourism. the third level namely sub criteria or objectives, those are improving the quality of tourist attractions, maintaining environmental sustainability, and expanding marketing. the fourth level is an alternative marketing strategy resulting from swot matrix analysis. ahp results are presented in figure 3. ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 77 figure 3. results of ahp analysis using expert choice application the choices strategies sorted by priority are: (6) utilizing the potential of agricultural land into agro-tourism zoning sumber arum village has wide-spread agricultural land in each hamlet. there is one hamlet, sumberasih or sempol hamlet, which has 2 ha of agricultural land to be used as hydroponics. the land is owned by individual citizens. planting systems through hydroponics are developed by residents with the aim of innovating. the potential of agricultural land using the hydroponic system can be utilized as an agrotourism zoning. distributions of zoning are in the form of fruit plant zoning, vegetable zoning, and flower zoning. agricultural land is given the boundary divider to be planted various types of plants. each zone has plants ranging from seedlings to ready to harvest. this can provide agricultural education to tourists. so that in one region there are various types of hydroponic plants with each zone that can attract tourist visits. through this concept tourists can enjoy various types of plants in one area. in addition to plant zoning, agro-tourism can also add a mutualism symbiotic cycle with residents' livestock. special zones are given for livestock such as cattle, goat, and chickens around the agro-tourism area. the results of animal waste are used as compost for the maintenance of plants. crop yields that are not suitable for sale can also be used as animal feed. model name: strategi pengembangan agrowisata synthesis: summary synthesis with respect to: goal: strategi pengembangan o verall incons ist ency = .08 so1 .289 so2 .227 wo3 .185 st2 .146 st4 .153 page 1 of 18/2/2018 10:03:12 am privateprivate ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 78 (7) providing basic tourism training to agro-tourism actors building an agro-tourism area which involves the role of community or tourism based on community based tourism, the tourism area managers must really prepare good human resources in welcoming various types of tourists ranging from local tourists to foreign tourists. the character of each tourist is very different; therefore to create tourist's interest in the services and products we have is not easy. business operators in the tourism sector must really prepare human resources who are competent in it. attention and support from the government is needed in the development of a tourist area because with the role of government, especially the tourism side can provide direction in building and developing good and appropriate tourism areas. basic tourism training for agro-tourists can be done by providing an understanding of sapta pesona which includes security, order, cleanliness, coolness, beauty, friendliness and also memories. standard greeting and grooming training, basic foreign language skills, service spirit also needs to be done. (8) cooperating with tourism industry players to introduce agro-tourism destinations in carrying out the process of developing agro-tourism areas, there needs support from various parties concerned, namely the village head, banyuwangi culture and tourism office, academics, and also the agriculture service. the purpose of collaboration with the village head is to invite the community to start tourism awareness. banyuwangi culture and tourism agency has a role to assist in terms of adding or improving road access and facilities, banyuwangi culture and tourism office (dispar) can also help to promote the agro-tourism area. academic parties play a role in contributing ideas to develop sustainable agro-tourism areas. banyuwangi agriculture service assists in the marketing of agro-tourism products and provides training ranging from the nursery process to how to harvest to the community around the agro-tourism area in sumber arum village. (9) creating a community-based agro-tourism brand the most prominent community activities in sumber arum agro-tourism are farming. the livelihoods of the majority of the people are farmers. this can be used as a branding strategy for the introduction of community-based agro-tourism. we need to create a unique tagline as a characteristic of agro-tourism in promotional activities. the tagline that can be used is 3c (love the creator, love nature, love local wisdom). ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 79 agro-tourism promotion activities are carried out by utilizing social media. content in the promotion can include agricultural products and farming activities. promotions can be made by making creative community videos as agro-tourism actors and then upload them to social media such as instagram, facebook, websites, and so on. besides making videos, promotions can be made by creating billboards with unique and interesting designs. (10) increasing community involvement for renewal of agro-tourism products the concept of developing sumber arum agro-tourism is to use plant zoning system. this requires updating the type of plant to be planted. there needs to be cooperation between the management and the surrounding community. to avoid boredom of tourists, we need to do innovation in renewal of agro-tourism products. we also need to tell the community about the types of plants that will be planted in a certain period in each zoning. plant nurseries need to be done by farmers before the harvest, so that after harvest, farmers can directly plant other types of plants without any vacancies in each agro-tourism zoning. community participation can be done in the first few processes, namely the planning stage. in the planning stage of community agro tourism development, community can give ideas toward the development that will be carried out. the second stage is the implementation. at this stage, the community is directly involved in the operation of agro-tourism activities because people is agrotourism actors. operational activities are in the form of plant nurseries, maintenance and harvesting. the third stage is management in the form of processing the harvest into the hands of tourists who visit. processing is carried out by the community around agro-tourism. the fourth stage is the evaluation of the results of the development of agro-tourism by involving the community through proposals and opinions to obtain sustainable development. so that, community participation is needed in all stages. conclusion sumber arum village has various commodities from various types of seasonal food crops. some of the existing commodities include celery, fern, chili, tomatoes, mustard greens, cabbage, beans, and lettuce. the order of superior commodities obtained based on mpe analysis is watercress, celery, fern, mustard greens, large chili, beans, and tomatoes. the tourist attraction of sumber arum agro-tourism is that ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 80 it has a cold temperature, a panoramic view of a beautiful area, has extensive agrotourism land, and has diverse agricultural commodities. there are 5 alternative development priority on agro-tourism strategy development which is based on community-based tourism. the first priority is to utilize the potential of agricultural land into agro-tourism zoning. the second priority is to provide training in tourism base to the agro-tourism community. the third priority is to collaborate with tourism industry players to introduce agro-tourism destinations. the fourth priority is to create a community-based agro-tourism brand. the fifth priority is to increase community involvement for renewal of agro-tourism products. references aref f and gill ss. 2009. rural tourism development through rural cooperatives, nature and science. marsland press new york, 7/10. chan x. 2011. “a swot study of the 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1, 2020, pp 59-67 http://dx.doi.org/10.31940/ijaste.v4i1.1848 59 the development of attraction potency to improve the quality of denpasar city tourism ni nyoman sri wisudawati1*, putu ratna juwita sari2, i made sindhu yoga3, i made mastianta nadera4 1, 3economic and business faculty, universitas pendidikan nasional, indonesia 2law and social science faculty, universitas pendidikan nasional, indonesia 4master of arts, university of nottingham, united kingdom 1*sriwisuda@undiknas.ac.id, 2ratnajuwita@undiknas.ac.id, 3madesindhu@undiknas.ac.id, 4made.nadera@nottingham.ac.uk article history received on 18 december 2018 revised on 10 december 2019 accepted on 20 april 2020 abstract purpose: the purpose of this study is identifying and mapping to select pre-existing potential and the management of tourist attraction which have been developed both from attraction and supporting facility on all tourist attraction in denpasar city. research methods: this research used qualitative method with technique of participant observation collecting data, comprehensive interviews and documentation. results and discussions: the results of this research are recommendation of tourist destinations equally considered for development using integrated model of the destination competitiveness model created by dwyer and kim (2003). the final results of development strategies are based on the analysis of swot. conclusion: in order to be able to focus on the competitiveness of a destination, a macro business perspective is required for the entire tourism industry, meaning that all stakeholders should work with each other by focusing on the common benefits of destination rather than on opportunistic objectives. keywords: tourism development, destination competitiveness, potential attractiveness of tourism, innovation, swot analysis introduction the tourism sector in bali is growing rapidly from year to year. almost all regions in bali are engaged in this industry. denpasar, the capital of bali, is not spared from this trend, and has since become one of the main destinations for tourist visit in bali. denpasar city has prioritized the development of tourism city based on balinese culture. the potential and advantage of denpasar city in attracting the attention of foreign visitors has been gradually improved by developing and create better facilities through supported infrastructures for visitors. even though the tourism attraction and a number of alternative tourism destination within denpasar city has been developed, it needs to be stressed that knowing the characteristic or attributes considered to be important and desirable in a region with potency and tourist attraction destination insignificantly about the development and improvement of infrastructure, but also how the development and improvement of pre-exiting potential are done according to the target and current issues so that tourism activity would goes smoothly in the future. the sustainability of tourism development is not guaranteed and will depend upon official action and commitment, the acceptance and exercise of its responsibilities by the tourism industry 60 and the maintenance and enhancement of stability in economies and domestic and international politics (henderson: 2015). in order to be able to focus on the competitiveness of a destination, a macro business perspective is required for the entire tourism industry, meaning that all stakeholders should work with each other by focusing on the common benefits of destination rather than on opportunistic objectives. consequently, a stakeholder approach seems to be appropriate to analyse the complexity of the destination competitiveness issue (hildebrandt & isaac, 2015). building a sustainable tourism is a process that integrates all elements available within a region, requires the involvement of all parties. the support from the government and the people with consistent and continued implementation of planning and developing in managing the sector, along with ensuring that the development will bring benefits while simultaneously suppressing the social and environmental impacts. according to aqueveque (2017) the analysis of the complex phenomena of destination competitiveness development from a supply-side perspective in a developing country. despite the importance of the issue, this perspective and setting has been scantily studied by previous research in the field of tourism. second, our findings show that different from established destinations in developed countries where a large amount of research has been conducted, awareness and promotion of the destination is extremely relevant for destinations in emerging economies, and therefore future analyses of destination competitiveness in developing countries must include this aspect. the indicator for measuring the effectiveness of management and the promotion for certain tourist destination can be gauged from tourist visiting absorption of the destination. the attractiveness of tourism in denpasar city cannot maximally absorb tourists are due to several reason, but the most prominent are: the lack of tourist knowledge regarding tourism destination in denpasar, lack of promotion, travel agencies which unplay the role to help promoting the tourism, the improperness of some tourism destination alongside a slew of other reasons that needs to be reviewed. so far there are 26 tourism destinations that have been listed in denpasar’s tourism agency. related to this condition, there is a need for identification and mapping to select pre-existing potential and the management of tourist attraction which have been developed both from attraction and supporting facility on all tourist attraction in denpasar city. according to abreu-novais, ruhanen, and arcodia (2016), studies on destination competitiveness which have gained scholarly attention in the early 1990s, are still significant due to the tough competition amongst tourism destinations. competition is inherent to societies and tourism destination territories are not an exception. it is assumed that a competitive advantage requires the management’s ability to balance the multidimensional components of the tourism system (perna et all, 2018). a destination’s competitiveness depends on its ability to increase tourists’ expenditure and visitors’ arrivals by providing them with satisfying and memorable experiences (wong: 2015). pike and masson (2011) opinions is about branding is regarded by many researchers as an important tool to increase the competitiveness of a tourist destination. in azzopardi and nash (2015) opinion although competitiveness on tourism-specific attributes is necessary to maintain tourism destination competitiveness (tdc), it is not sufficient to ensure overall tourism success. business and management considerations play a major role in achieving tourism growth. without a distinctive value proposition that is tourist-centric in perspective, it is difficult to exploit the destination’s comparative advantages and create the competitive advantages to distinguish the destination from competitors. for small island destinations, marketing and accessibility represent the lifeline to tourism. long-term marketing strategies are critical to putting the destination on the world map; creating images, emotive bonds and relationships; and communicating the destination to potential markets. the success of a tourist attraction or destination on the global market depends on advantages value) of the tourist attraction. for a tourist attraction to be able to compete and succeed there needs to be a comparative profit. this comparative profit is rated based on its natural resource, historical values, and cultural values supported by economic, human, knowledge and conceptual factors which become the cumulative foundation of an infrastructure desired by tourists and could attract them to visit. the dimensions of tourism destination competitiveness investigated in this study can be 61 sequenced in decreasing order as follows: destination management, tourism resources, tourism superstructure, infrastructure, and destination-supporting factors (wang, 2012). market segment of the economic growth is an indicator for consideration based on its relation with the accessibility of tourist attraction and tourist destination which are grouped with the indicator of cultural heritage. many destination competitiveness studies (chen et al: 2016) took into account assessment from international tourists to gain objective evaluations of various tourism experiences. based on dwyer and kim (2010), since existing and potential tourism flows to any destination are inextricably linked to that destination’s overall competitiveness there exists the need to develop a framework and indicators of destination competitiveness. the development of a set of competitiveness indicators can serve as a valuable tool in identifying what aspects or factors influence tourists in their decision to visit other countries. dwyer and kim started their research since 2003 and found 83 indicators of competitiveness attributes within four major groups and it known by integrated destination competitiveness model. the result of this model that final goal of tourism destination competitiveness is to attract visitors in order to maintain and increase the socioeconomic prosperity of a destination. based on the continues research, besides shorten the competitiveness into 55 indicators, it also measures specifically the indicator of supporting resources and management of destination about the forwardness of internet support and also the utilization of information technology in manage the destination (dwyer and kim, 2014). this research using 18 indicators. the indicators measure the level of uniqueness, cleanliness, availability, the quality of foods and beverages, number of activities, available information and local guide, comfort, the diversity of shopping centers, event/festival availability, supporting facilities (atm, wifi, money changer, etc), parking facility, security, accessible location, integrated location with other destination, quality of service, collaboration between government and private company in managing the destination, training and development of human resources related to tourist attraction, the influence of tourist destination to business environment around it, optimal used of technology and information and number of visitors visit. environment of a business is the pattern of all the external and internal conditions and influences that affect its survival, growth and development. hence, it is important on the corporate strategist to keep abreast with the factors of the business environment. furthermore, the analysis of business environment is the appraisal and examination of opportunities and threats inherent in the environment. consequently, external analysis examines threats and opportunities that exist in the environment while internal analysis examines strength and weakness within the business (ndife, 2014). the suitable management used of swot analysis as a shorten form of strength (s), weakness (w), opportunities (o) and threats (t). the analysis of strength, weakness, opportunities, and threats then formulated in swot matrix. it clearly describes the overcome opportunities and threads (extern factors) and then suit to the strength and weakness (intern factors) of a tourist destination. thus, the program and right strategy can be formulated and implemented in a destination. research methods the research is conducted in tourist attractions located in denpasar city, from august until october 2017. several authors have suggested employing qualitative methodologies in tourism as they can help researchers to have a deeper understanding of specific topics through the voice of participants (banki & ismail, 2015). the used methods are qualitative research by using descriptive through participant-observation data collecting technique, comprehensive interviews and documentation. the informants are: the management of the tourist attraction, the visiting tourists, and locals with experience and knowledge of the tourist destination. this research also records the experience of the locals and people who are directly involved with the tourist attraction. focus group discussion is focused on people and figures who have involved with the tourist attraction in denpasar city. these informants who live and interact directly in developing tourism on each tourist attraction, in a focus group discussion, will fill in any missing information and correct a group who may take the wrong or misleading information. the obtained data result from on-field collecting and from focus group discussion then will be analyzed during discussion and will be associated with theory or 62 literature review. the data will be explained and discussed before drawing conclusion and recommendation that is considered to be appropriate with the research’s result. this research focuses on newer tourist attraction deemed suitable for development to add to denpasar’s tourism value. there are four stages which are collecting data, reduce data, data presenting and drawn conclusion. result and discussions the potential and assessment of tourist destination associated with this growing competition are the substantial changes that are taking place globally, influencing the kinds of experiences that tourists seeks, dwyer et all, (2014) argue that a key element of a successful tourism industry is the ability to recognize and deal with change across a wide range of key trends and the way these trends interact, “a destination is competitive if it can attract and satisfy potential tourists and this competitiveness is determined both by tourism-specific factors and by a much wider range of factors that influence the tourism service providers” (traditionally, previous studies regard destination competitiveness as a static concept. the grouping or mapping of tourist attractions/destination in denpasar city is divided into 4 regions, those are north denpasar, east denpasar, south denpasar, and west denpasar. there are 18 indicators used on this research i. e level of uniqueness, cleanliness, availability and quality of food and drinks, diversity of activities at the destination, availability of information and local guides, comfort atmosphere, diversity of shopping centers, festival/event availability, supporting facilities, parking facilities, security level, ease of achieving location, ease of location to be integrated with other destinations, service quality and hospitality of personnel, collaboration with government and or private, hr training and development, the influence of the destination on the surrounding business environment and optimization of the use of technology by management. the range for each indicators is 15, the very low competitive level rated by 1.00 – 1.80, low level of competitive advantage rated 1.81 – 2.60, when a competitive advantage has enough level, the rate was 2.613.40, the good advantage competitiveness on rated 3.414.20 and the very good level of competitive advantages around 4.21 – 5.00. grouping based on the value of tourism attraction excellence the tourist attractions in the city of denpasar after being grouped according to the assessment based on aspects of the requirements or eligibility of a destination or tourist attraction from the calculation of the assessment that has been done on each tourist attraction in the city of denpasar can be clustered into 3 (three), namely appropriate tourist attraction, tourist attraction that can be considered and tourist attraction that is not feasible. the three clusters are obtained from the grouping of tourist attractions that have good and very good ratings including decent clustering, assessment of tourist attraction with sufficient value entered in the clustering can be considered, and assessment of tourist attraction in the city of denpasar with very low and low value entered in the clustering inappropriate tourist attraction. there are 73 research sites located throughout the city of denpasar. based on the data that has been processed, there are 9 places that are considered appropriate (12%), 41 places considered (56%) and 23 places (32%) are not feasible as can be seen in the following diagram: 63 the tourist attraction included in the appropriate clustering in the future has the potential to increase and develop in terms of management, supporting facilities and an increase in creative and innovative tourist attractions. so by maximizing the management and development of tourism attractions that are already feasible in the city of denpasar it can contribute or have a positive impact on increasing local revenue in terms of tourism. clustering, which includes attraction that is considered, is a category of tourist attraction that still needs an evaluation of the ability of a tourist attraction to attract tourists. aspects or feasibility of a tourist destination already owned in the group of tourist attractions considered in the city of denpasar, but these aspects have not been maximally implemented or developed for their use. the next clustering is inappropriate is a tourist attraction in the city of denpasar which is included in the category of tourist attraction that has a low advantage/very low so it is not feasible to proceed because some aspects as a tourist attraction are not owned by a tourist attraction and cannot be forced for example in terms of inadequate accessibility, inadequate tourism support facilities, lack of carrying capacity of the community (manager), contrary to current tourism trends which lead to friendly tourism and care for the environment of a tourist destination visited, the absence of attractive tourist activities and characteristics the unique characteristics of a tourist attraction do not yet exist. strategy of managing tourist destination every tourism area in denpasar have its infrastructure repaired and maintained, while also increasing its promotional activity. tourism region in denpasar city other than having physical potential also have non-physical potential. non-physical potential in this case is everything that could attract the interest of tourist such as local culture, behavior and tradition that functioned as its own attraction. according to the tourist destination allotment in denpasar with the internal environment and the overall external tourist destination, generally as follow: 1. condition of internal environment a. human resources human resources in this term is an important factor in managing a tourist destination since it has significant role in planning, managing, develop, control and as a center of making sustainable decision of tourist destination (sustainable tourism). the human 12% (9 places) 56% (41 places) 32% (23 places) tourist attraction in denpasar considered appropriate considered not feasible 64 resources also has role in developing innovation and creativity in packaging the tourism potency become an unique destination to attract the tourists. b. amenities in each destination in denpasar except having an endowed resources, naturally or inherited, a tourist destination should has supporting factors and resources, such as adequate infrastructure to attract the tourist and enjoyable for them. the provided amenities in every destination and it is adjusted with the condition of the place. c. the frequency of tourist visit in order to attract the tourist and increase their visit in a destination, the government, in this case is tourism department of denpasar should have a suitable and effective strategy to attract them. d. hygiene of a tourist destination in denpasar the hygiene of a destination is one of the determined factors the frequency of tourists visit, so they can enjoy and revisit those destinations. 2. condition of external factor a. political factor political development in a region will affect the tourist destination development, since it directly related to the decided policies regarding construction process of a region including tourist destination. b. economic factor tourism sector can increase a region’s economy c. social cultural factor the support from the communication is very influetial toward the destination development, the support and culture in a specific destination would increase the quality of destination. the swot analysis of tourist destination to obtain the strength, weakness, opportunity and threat that will be overcome in developing the destination in denpasar. strengths 1. the tourist destination in denpasar has a various attraction such as nature, cultural heritage and each artificial uniquenesses. 2. having attraction of cultural destination and local food 3. every destinations in denpasar is close and accessable 4. the partnership with tourism partners in managing the destination, such as asita, phri, and etc. weakness 1. the amenities mantenance of tourist attraction in denpasar is insufficient and inoptimal, such as dirty and broken public toilets and minimal parking space. 2. support, awareness and knowledge of community is less toward developing and managing the tourist attraction in their region 3. inoptimal utilization and packaging of tourism potency in denpasar 4. inoptimal promotion carried out in an integrated manner, conventionally or digital from the management or government. opportunity 1. the destination’s location in denpasar is strategic and some of them are an access to other region’s destination and it is close to the airport 2. denpasar tourism potency is various and packaged as a new destination 3. denpasar tourist attraction can increase the economy and community’s prosperity 4. the level of visit to bali is increasing every year and it will be an opportunity for visiting other destination in denpasar threat 1. the development of other tourist destination outside denpasar to compete 2. lack of public awareness in destination about the importance of the tourist destiantion toward waste management 3. the lack of merchant discipline in selling around destination. 65 then, according to strength, weakness, opportunity and threat by swot analysis. the strategy that can be used for managing every destination in denpasar in order for the sustainability of the destination, as follow: 1. strategy s-o (strength-opportunity) the study followed the rationale that a destination should strengthen its competitive position by surpassing competitors in meeting tourists’ needs (pansiri, 2014). the strategy which optimalize the strength to utilize the oppotunity, such as: a) developing and packaging tourist attraction by accentuate the uniqueness and authenticity every destination in denpasar the recent expected attraction is the authenticity which can devise it with other place, by this characteristic a destination automatically will attract tourist to come b) increasing the role of society to develop and manage the destination. the development of a destination needs the role of local society in order to sustain the destination forth, since the one who know and need this destination is the local society itself. c) optimalizing the partnership with stakeholder related to tourism in managing and developing tourism. this activity can be done related to this thing is marketing strategy and developing tourism trend for better management. 2. strategy w-o (weakness-opportunity) the strategy which minimalize the weakness to have an opportunity such as: a) increasing and repairing the infrastructure in destionation in denpasar b) developing and increasing the various tourist destination by package it in interesting and more attractive way and also eco-friendly. c) increasing the human resources talent and skill in managing tourist destination through training and coaching involving support from stakeholder of managing a destation particularly from marketing factor. d) fully involving society role around destination in planning, managing and developing tourist destination. 3. strategy s-t (strength-threats) obtained strategy to create power in avoid threat can be done by : a) accentuate the uniqueness and authenticity of destination in competition b) socializing to society about the benefit and importance of destination it that area c) providing place and train the merchants in serving good and service adjust the standard of tourism activity, so automatically the economy will be increased in denpasar. 4. strategy of w-t (weakness – threats) this strategy aimed at minimalizing the weakness and avoid the threat by: a) increasing the human resources quality (hardskill and softskill) professionally through socializing and training in planning and managing tourist destination in denpasar city in order to compete with other region’s destination. b) giving comprehension to society to bring them to the importance of tourist destination mainly about the waste management. c) arranging, developing, maintain and controlling the provided and yet provided facilities in every attractive destination in denpasar. the application of right strategy in developing and managing the exellence of each destination in denpasar, then it will be able to compete with other destination in which providing similar product, in forthcoming the sustainability of the destination will be assured. conclusion according to chin (2015) since bali is a small, but mature, destination with interrelated problems, by systematically analysing where its problems and challenges lie, it is now possible to begin to make a destination more competitive and allow it to compete more effectively. this 66 should, in turn, significantly assist both the tourism industry and the host community. this research obtained swot matrix analysis toward each tourist destination in denpasar. the strategy produced aimed at sustainablity of a tourist destination and make it able to compete for destination in denpasar. then, according to the result of esearch above, it can be concluded as follows: 1. the implementation of management strategy in every destination in denpasar need to increase the role of local society in its planning, managing, control and developing. 2. the amenities and promotion in every tourist attraction in denpasar is unoptimal, it needs to develop the facility and marketing strategy in conventional or digital 3. the majority of tourist attraction in denpasar is unoptimal to give significant impact toward social economy development of local society. 4. the various tourism potency in denpasar is yet optimally packaged and developed to become a tourist attraction. in order to be able to focus on the competitiveness of a destination, a macro business perspective is required for the entire tourism industry, meaning that all stakeholders should work with each other by focusing on the common benefits of destination rather than on opportunistic objectives. consequently, a stakeholder approach seems to be appropriate to analyze the complexity of the destination competitiveness issue (hildebrandt & isaac, 2015). suggestions for the management of the new tourist attractions are more exploring the potential tourism possessed, maintain quality and also utilize the technology such as creating a special website containing details of activities, promotion of attractions to make potential tourists traced easily. acknowledgement the writers thank all those who have helped in the completion of this research. undiknas university has supported us a lot in the research process and the city government of denpasar. references abreu-novais; m, ruhanen, l; arcodia, c. 2015. destination competitiveness: what we know, what we know but shouldn't and what we don't know but should. current issues in tourism. azzopardia, e; nash, b. 2015. a framework for island destination competitiveness – perspectives from the island 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tourism research. wong, ppw. 2015. role of components of destination competitiveness in the relationship between customer-based brand equity and destination loyalty. current issues in tourism. ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 81 kuta beach area, bali: a study on tourism zoning and carrying capacity i ketut astawa1, made suardani2, anak agung putri suardani3 1,2tourism department, politeknik negeri bali, indonesia 3accounting department, politeknik negeri bali, indonesia email: 1ketutastawa@pnb.ac.id, 2suardani@pnb.ac.id, 3agungputrisuardani@pnb.ac.id abstract kuta village is located at badung regency of bali province. its white-sandy beach, good wave and beautiful sunset have attracted tourists to come to kuta repeatedly. this area is a tourist destination and has become a mainstay tourist attraction of the island of bali since the early 1970s. changes in business areas is dynamic and unpredictable. the aim of this study is to explore the form of zoning and carrying capacity of tourism business in kuta beach area based on current situation and level of the tourism business from the perspective of zoning quality and carrying capacity. the population of this study are tourists and beach vendors in kuta beach area. the number of population is not known with certainty so to determine the representation of the sample members, determined based on the technique of non-probability sampling that is a purposive sampling technique. types of data used are quantitative and qualitative data. data analysed with descriptive statistic and descriptive qualitative approach. the results of this research are 20 business zones and three carrying capacity forms that are relevant to sustainable tourism paradigm consisting of physical carrying capacity, economic carrying capacity and social carrying capacity. keywords: zoning, carrying capacity, tourism business, kuta beach area. introduction badung regency is one of nine regencies/cities in the province of bali, indonesia, located in the southern part of bali island, and has an area of 418.52 km2 or 7.43% of the total area of bali island. administratively, badung regency is divided into six subdistricts, which extend from the north to the south, namely petang district, abiansemal district, mengwi district, north kuta district, kuta district, and south kuta district. besides that, in this region there are also 16 kelurahan, 46 villages, and 538 satuan lingkungan (bps province of bali, 2016). tourism is designated as the 2018 leading development sector of indonesia along with agriculture and fisheries (https://tagarnusantara.com). this is in line with the commitment of president joko widodo to build villages through tourism. the policy was determined because tourism development aims to increase economic growth, people's welfare and eradicate poverty. tourism also has a multipurpose economic impact that is significant for the growth of cross-scale value-added links, especially mailto:1ketutastawa@pnb.ac.id mailto:2suardani@pnb.ac.id mailto:3agungputrisuardani@pnb.ac.id ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 82 micro, small and medium enterprises (msmes) to help create jobs and increase people's incomes. the leading tourist attraction is based on the uniqueness of local cultural resources, the uniqueness of natural resources and a combination of both, the uniqueness of the creative activities of the community and based on the distinctiveness of natural resources, culture and creativity of the community. regarding the zones and tourist attractions, badung regency has many attractive tourist attractions and most of them are natural attractions in the form of coastal areas. tourism objects that have been set by the regional government of badung regency as tourist attractions can be detailed as follows: 61 percent of natural tourism in the form of beaches, 19 percent of cultural tourism, 11 percent of natural tourism in the form of waterfalls, agro tourism, community based tourism and outer temples, respectively 3 percent artificial tourism, a combination of natural and artificial tourism and a blend of natural and animal tourism (badung dalam angka 2017). kuta beach is one of the tourist attractions in kuta area. this area is a tourist destination and has been a mainstay tourist attraction of the island of bali since the early 1970s. this area is full of tourism facilities such as hotels, restaurants, spas, villas, malls, and so on. this area is very popular with tourists so investors are competing to build tourism facilities that have implications for congestion and regional density. antónio guterres, secretary general of the united nations stated, "every day, more than 3 million tourists cross the international border. every year, nearly 1.2 billion people travel abroad. tourism has become an economic pillar, a passport to prosperity, and a transformative power to increase the welfare of millions of people. the world can and must use the power of tourism when we try to implement the 2030 agenda for sustainable development. "(unwto, annual report 2017). with regard to sustainable economic growth, unwto also reports that sustainable tourism is one of the pillars of creating the right environment for resilient and sustainable economic growth in all parts of the world, supported by investments in infrastructure and facilities, excellent connectivity and innovative business models which provides quality products in line with market trends. sustainable tourism can also ensure equitable distribution of income and benefits from tourism, create decent work, reduce poverty, provide opportunities for women and young people, respect and support the interests of local communities and indigenous peoples and encourage inclusive access to tourism experiences for all. development of tourism facilities is expected to have a positive impact on ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 83 improving the economy, opening up more jobs and being able to prosper the community. in addition, it is hoped that the development can provide benefits for the preservation of nature, culture and the environment. but in reality, on the other hand, with the development of tourism many negative impacts are felt such as depletion of natural resources, socio-cultural problems, and the environment. regarding the development of tourism, rahmafitria (2017) states that development must consider the capacity of natural resources and the quality of human resources in the local community. the development of uncontrolled tourism facilities can cause environmental damage, so there is a need to limit the number of visitors and the construction of supporting facilities. determination of carrying capacity aims to minimize the negative impacts that can occur in tourist areas such as environmental damage due to density of development and visitors, besides the carrying capacity needs to be considered so that there is no excess capacity in tourist areas that can cause discomfort to communities around the area and tourists. this means that the need for carrying capacity should not exceed the threshold in the development and development of tourism. changes in the business area in kuta area are dynamic and impossible to predict. business activities through the management of assets of the customary village of kuta provide opportunities for the community to participate in improving their welfare. this condition is consistent with the findings of bunten (2010), ali selcuk can (2014) and tonsun (2001) that tourism planning responsibilities must be developed for the benefit of local communities. the results of previous studies from astawa et al. (2018) showed that the business management model was arranged in 5 tourism business zones in kuta's customary village including kuta beach, 4.5 km, kuta art market, community participation, participation of non-indigenous residents (krama tamiu) and lpd (micro financial institution). zones are areas that have specific environmental functions and characteristics. the tourism business zone in the kuta beach area is the division of the area into several zones in accordance with the functions and characteristics of the business or directed to the development of other functions to balance business activities, comfort of business people and friendly to the environment, economy and social. the findings of astawa and suardani (2017) state that tourists complain about congestion and the density of existing business activities. however, tourists continue to provide recommendations to friends, business partners ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 84 and family and state that they will return to kuta area in the hope that the government will overcome the problem. furthermore, recommendations from the results of research by astawa and suardani (2017) are: (1) the government must provide guidance and inspection of tourism facilities that do not have licenses, (2) foster stakeholders in the tourism industry, especially hotels and restaurants to implement better (solid or liquid) waste management systems, and (3) further research directed on the relevance of tourist visits to the economy, socio-culture and infrastructure in kuta beach area. the problems to be examined in this study are: (1) how is the form of zoning and carrying capacity of the tourism business in the coastal area of kuta, bali based on the current situation?, and (2) what is the condition of the tourism business in each zoning and carrying capacity of the tourism business in the coastal area of kuta, bali viewed from the perspective of tourism activities, products purchased, and the impression of tourists? based on the subject matter that has been formulated, the purpose of this study is to (1) know the form of zoning and carrying capacity of the tourism business in the coastal area of kuta, bali based on the current situation, and (2) know the condition of the tourism business in each zoning and carrying capacity of the tourism business in the kuta beach area, bali, viewed from a tourism perspective, purchased products, and tourist impressions. research methodology this study uses a qualitative descriptive approach with a design format describing, summarizing various conditions, various situations, or various phenomena of social reality that exist in society that are the object of research and try to attract reality to the surface as a characteristic, character, character, model, sign, or an overview of certain conditions, situations or phenomena (burhan bungin, 2015). in this study the results of the study are presented descriptively which are presented in the form of table format techniques. this study uses a type of case study, in which research is carried out in depth and detail regarding the zoning and carrying capacity of the tourism business in kuta beach area and its impact on improving service quality management of kuta beach, and the welfare of business people in kuta beach area. the population of this study is tourists and business people in informal sector in the coastal area of kuta. data and ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 85 facts are collected from the field related to zoning and carrying capacity of tourism business through information from informants. determination of informants is done by purposive sampling technique, which is the selection of informants who directly master the information that occurs in the process related to research (burhan bungin, 2015). the informants chosen in this study came from tourists and business people in kuta beach area and local community leaders. the type of data used is qualitative data and quantitative data. the data analysis used in this study is descriptive statistical analysis and descriptive qualitative. result and discussion the development of tourism objects plays a significant role as an attracting factor for tourist visits. muljadi (2012) states that the terms of developing tourist attraction according to the existence of tourist objects, associated with kuta beach area can be described as (1) something to see, (2) something to do, (3) something to buy, and (4) something to buy. as something to see, the main attraction of kuta is beautiful beach. the landscape with a stretch of sea and white sand for 4.5 km from north to south. on the beach is planted with trees that can cool the atmosphere. seeing the sunset on kuta beach is mandatory if you visit bali. sunset in a very exotic kuta, watching the sun set on the beach as if the sun had sunk into the sea slowly. starting from the perfectly round sun, slowly entering into the sea a quarter of a part, half a part and so on until the sun completely disappears into the ocean. kuta beach is very supportive of the atmosphere because this beach facing the west has a view of the open sea where the sun will sink. can see various events, traditional ceremonies and religions, the aircraft will land because indeed ngurah rai airport on the seafront is directly adjacent to kuta beach. subject of something to do is an activity carried out during a visit on the beach of kuta. kuta beach has good waves for surfing. other activities can be done such as sunbathing, swimming, playing sand for children, jogging, playing beach balls, playing kites, photography objects with a backdrop of panoramic beach and sea. something to buy is an activity of tourists to do shopping activities along kuta beach area. availability of surfboard rental services and also providing coach services that are ready to teach surfing. the trainer or instructor is ready to teach how to surf, understand the waves, simulate on the beach before entering the sea. massage services are available with therapists from mothers with mats and coconut oil. ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 86 available hair braid services, available services to make temporary tattoos, available public facilities on the beach such as parking lots, public bathrooms, beach umbrellas, renting a variety of beach activities such as surfboards, mats, drinks and food stalls, many choices of restaurants, food is very diverse ranging from typical balinese to international flavors available, from rice packs to fancy restaurants there. zoning and carrying capacity of tourism business in the coastal area of kuta based on current situation the stretch of kuta beach around 4.5 km from north to south is now conditioned to be a place for business activities as well as functioned as a place for religious activities, recreation and coastal attractions. there are 1,168 business people managed by kuta beach tourism management, placed in 20 tourism business zones. the participation of residents, both customary and non-indigenous residents in this business activity consists of 46% indigenous people and 54% of non-indigenous people, 44% male and 56% female. the existence of business people in kuta beach area can be seen in table 1. tabel 1. tourism zoning in kuta beach area, bali no zona location beach vendors (person) % male female total 1 perbatasan in front of the stone hotel 10 2 12 1.0 2 kama sutra in front of citadines kuta beach 4 1 5 0.4 3 anggrek in front of bali anggrek hotel 65 76 141 12.1 4 istana rama in front of istana rama hotel 6 8 14 1.2 5 haris in front of beach walk 19 4 23 2.0 6 sahid in front of sheraton bali kuta resort 74 77 151 12.9 7 sea view in front of kuta seaview 52 83 135 11.6 8 mc. donald in front of mc. donald 4 3 7 0.6 9 mercure in front of mercure hotel 41 43 84 7.2 10 hard rock in front of hard rock hotel 74 100 174 14.9 11 inna in front of grand inna kuta hotel 77 88 165 14.1 12 pura santen around the area of pura santen kuta 8 10 18 1.5 13 pura segara in front of pura segara kuta 26 48 74 6.3 ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 87 14 bali garden in front of bali garden beach resort 8 7 15 1.3 15 kartika in front of discovery kartika plaza hotel 26 26 52 4.5 16 santika in front the anvaya beach resort bali 4 4 8 0.7 17 bintang bali in front of bintang bali resort 14 43 57 4.9 18 bali hai in front of holiday inn resort 3 0 3 0.3 19 holiday inn in front of holiday inn resort 2 4 6 0.5 20 patra jasa in front of patra jasa hotel 4 20 24 2.1 total 518 650 1.168 100 source: secondary data processed, year 2018 the distribution of beach vendor in each zone in kuta beach area shows that the most percentage is in the hard rock zone, which is 14.9%, then 14.1% is in the inna zone and 12.9% is in the sahid zone. the existence of business actors is seen from the types of goods and services provided in each zone as in table 2. tabel 2. number and types of tourism businesses in kuta beach area, bali no jenis usaha beach vendors (person) % citizen status male fem ale total custo mary new resident settle in kuta area 1 fruit 9 15 24 2.1 9 15 2 picture 3 1 4 0.3 2 2 3 wristwatch 20 1 21 1.8 1 20 4 eyeglasses 13 1 14 1.2 1 13 5 sarong 4 108 112 9.6 46 66 6 young coconut 2 4 6 0.5 6 0 7 shell 7 2 9 0.8 2 7 8 financial services 0 3 3 0.3 0 3 9 kite 6 0 6 0.5 0 6 10 food 22 20 42 3.6 29 13 11 massage 7 154 161 13.8 102 59 12 manicure/pedicure/plaited hair 4 147 151 12.9 50 101 13 drinks 92 45 137 11.7 86 51 14 statue 23 78 101 8.6 7 94 15 umbrella 32 4 36 3.1 31 5 16 silver 19 0 19 1.6 9 10 17 cigarettes 13 0 13 1.1 0 13 ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 88 18 slippers 0 2 2 0.2 1 1 19 blowpipe gun 13 6 19 1.6 8 11 20 surfing 137 53 190 16.3 132 58 21 temporary tattoo 74 5 79 6.8 5 74 22 mat 18 1 19 1.6 7 12 jumlah 518 650 1,168 100 534 634 source: secondary data processed, year 2018. the percentage of the types of businesses that are mostly in the coastal area of kuta are surfing services at 16.3%, massage at 13.8% and manicure, pedicure and plaited hair at 12.9%. based on an interviewed conducted with beach vendors, the average income of business people is rp. 5,100,000 per month. this fact shows that the tourism business in each business zone is able to improve the welfare of the community and is able to bring happiness in business and most people in the coastal area of kuta, say they are satisfied with the income they get from work in each business zone. in connection with the employment opportunities along kuta beach, 10% of beach vendors say that it is better to involve indigenous kutanese or at least prioritize local residents to sell on the beach. this goal is to ensure more intensive supervision. eleven percent (11%) of service providers said that it was very necessary to do an agreement on the distribution of working areas so that business activities in kuta beach area could be done professionally and also avoid unfair competition with fellow beach vendors. the condition of the tourism business in each zoning in kuta beach area (from the perspective of tourism activities, purchased products, and tourist impressions) the tourism business conditions in this discussion are activities carried out by tourists on kuta beach, their perceptions of products and services purchased or enjoyed and the impression of tourists on the physical condition of kuta beach. swimming is 10%, surfing is 11%, walking around is 16%, seing sunset is 19%, doing photography is 13%, shopping is 12%, sitting is 17% and running is 2%. the activity with the aim of enjoying sunset is the purpose of the visit to kuta beach which is the most dominant and sitting in the second place. tourists enjoy the sunset while drinking beer while joking. besides enjoying the sunset and sitting, walking around the beach is also the purpose of a visit to kuta beach. ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 89 viewed from the perspective of products and services purchased, the percentage of food & drink is 25%, umbrella is 5%, surfing is 14%, massage is 13%, manicure & pedicure is 7%, temporary tattoo is 2%, silver is 1%, plaited hair is 6%, eyeglasses are 7%, long chair is 5%, statue is 1%, sarong is 8%, mat is 4% and other (bracelet) is 2%. food & drink is the most purchased product on the beach, then surf board rental services and massage services. the tourists' perceptions of kuta beach conditions, bali are as follows: by 5% said very crowded, 19% said crowded, 21% said quite crowded, 21% said clean, 5% said dirty, 2% said noisy, 26% said convenient, and 2% said there were too many beach vendors on the beach. regarding questions related to retribution to enter kuta beach area with the aim of improving service quality, all informants said they did not agree, with reasons such as the following statement: a. "thinking or alternative way of raising money can affect the business of many locals" (caolan stowe, british) b. "it should be available for everyone to come easily with no money. i don't like commercial " (manveva, italian). c. "it should be free for everyone. the beach is for everyone to enjoy the sand, ocean etc. " (loeken, norway). the statement from tourists shows that the beach is for everyone and should be available to everyone at no cost. if entrance fee is applied, it will affect business in kuta beach area. the suggestions given by tourists regarding the future arrangement of kuta beach can be categorized according to the concept of attraction, amenity, accessibility, ancillary services (spillane, 1994; cooper, 2000) as follows: tourists visiting kuta beach tend to enjoy sunset, sitting and walking around which can be done at cheap, comfortable prices and not disturbed by vendors and other service providers. the cleanliness of the beach including the cleanliness of the sand is the hope of tourists who have not been well fulfilled. supporting facilities that can meet the needs and desires of tourists during a visit are in the form of additional availability of toilets, trash bins, non-smoking areas, first aid for fish bites, danger of jelly fish attacks and minor injuries handlers. there is a need to manage the completeness of the beer menu by providing bbq to help absorb alcohol consumption. in addition, the availability of organizations related to beach cleanliness is also needed ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 90 in the form of garbage collection organizations that work in accordance with office hours. the activities of this organization can also be in the form of a community that functions to collect garbage on the beach, for example with slogans, if you help you get free drinks. it also requires enforcement of rules that beach vendors are not allowed to disturb tourists with repeated questions about whether they want to buy food, massage, sarong, tattoo and other products or services if they are not desired. for example, tourists who want to buy something will give a thumbs up and vice versa with a stop or dislike sign. regarding the regulation of business people, examples of tourist expressions are as follows: “less annoying beach vendors. keeping the beach clean. no overcrowded selling of drinks. maybe just a few shops, where you can buy your drinks and nobody is asking you every two seconds if you want to buy something”. conclusion there are 1,168 beach vendors managed by kuta beach tourism management, placed in 20 tourism business zones involving 46% of indigenous citizens and 54% of non-indigenous (outsiders) with a ratio of 44% male and 56% female. the highest percentage of beach vendors is in the hard rock zone, which is 14.9%, then 14.1% is in the inna zone and 12.9% is in the sahid zone. the percentage of the types of businesses that are the most in kuta beach area surfing services by 16.3%, a massage of 13.8% and manicure, pedicure and plaited hair at 12.9%. the average income of beach vendors is rp. 5,100,000 per month. this fact shows that the tourism business in each business zone is able to improve the welfare of the community and is able to bring prosperity in business and most people in the coastal area of kuta, they are satisfied with the income they get from work in each business zone. the activity with the aim of enjoying sunset is the purpose of the visit to kuta beach which is the most dominant and with the purpose of sitting in second place. tourists enjoy the sunset while drinking beer and while joking. besides enjoying the sunset and sitting, walking around on the beach is also the purpose of a visit to kuta beach. viewed from the perspective of the products and services purchased, food & drink is the most purchased product on the beach, then surf board rental services and massage services. most tourists' perceptions of the condition of kuta beach say crowded but still convenient. regarding questions related to retribution to enter the ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 91 kuta beach area with the aim of improving service quality, all informants said they did not agree. the management of 20 forms of business zones and 3 forms of carrying capacity shows that it turns out to be relevant to the paradigm of sustainable tourism which consists of physical carrying capacity, economic carrying capacity and social carrying capacity. suggestion the recommendation of further research is related to coastal management that is in favor of improving the welfare of coastal communities. references astawa, i.k; suardani, a.a.p. 2017. “spatial carrying capacity in kuta tourism area for revisiting tourists”. people: international journal of social sciences, 3(2). astawa, i.k., suardani, a.a.p; harmini, a.a.a.n. 2018. “explorative study on management model of tourism business zone at kuta, bali”, journal of physics: conference series, vol. 953, no. 1, p. 012074), iop publishing. bps provinsi bali 2016, retrieved from https://bali.bps.go.id/statictable/2018/04/11/59/nama-ibu-kota-kabupatenjumlah-kecamatan-desa-dan-satuan-lingkungan-setempat-di-provinsi-bali2016.html, dated 1 july 2018. bunten, a.c. 2010. “more like ourselves: indigenous capitalism through tourism”. american indian quarterly, 34(3), 285-311. burhan bungin, m. 2015. metodologi penelitian sosial dan ekonomi: format-format kuantitatif dan kualitatif untuk studi sosiologi, kebijakan publik, komunikasi, manajemen, dan pemasaran. jakarta: prenadamedia group. can, a.s; alaeddinoglu, f; turker, n. 2014. “local authorities’ participation in the tourism planning process”. transylvanian review of administrative sciences, 10(41), 190-212. cooper, c; fletcher, j; fyall, a; gilbert, d; wanhill, s. 2000. tourism: principles and practice. london: bookman. da silva, c. p. 2002. “beach carrying capacity assessment: how important is it?”, journal of coastal research, 36(sp1), 190-197. ginaya, g. 2018. “the balinese calendar system: from its epistemological perspective to axiological practices”. international journal of linguistics, literature and culture (ijllc), 4(3), 24-37. https://badungkab.bps.go.id/publication/2017/08/11/e1e96467475e6e663721823f/ka bupaten-badung-dalam-angka-2017.html. “daftar nama obyek wisata menurut lokasi di kabupaten badung 2016”. https://bali.bps.go.id/statictable/2018/04/11/59/nama-ibu-kota-kabupaten-jumlah-kecamatan-desa-dan-satuan-lingkungan-setempat-di-provinsi-bali-2016.html https://bali.bps.go.id/statictable/2018/04/11/59/nama-ibu-kota-kabupaten-jumlah-kecamatan-desa-dan-satuan-lingkungan-setempat-di-provinsi-bali-2016.html https://bali.bps.go.id/statictable/2018/04/11/59/nama-ibu-kota-kabupaten-jumlah-kecamatan-desa-dan-satuan-lingkungan-setempat-di-provinsi-bali-2016.html https://badungkab.bps.go.id/publication/2017/08/11/e1e96467475e6e663721823f/kabupaten-badung-dalam-angka-2017.html https://badungkab.bps.go.id/publication/2017/08/11/e1e96467475e6e663721823f/kabupaten-badung-dalam-angka-2017.html ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 92 https://en.wikipedia.org/wiki/tourism_carrying_capacity, dated 19 may 2018, “tourism carrying capacity”. https://tagarnusantara.com/pariwisata/komitmen-jokowi-membangun-desa-lewatpariwisata/ , dated 5 july 2018 “pariwisata sektor unggulan indonesia 2018”. mathieson, a; wall, g. 1982. tourism, economic, physical and social impacts. london: longman. miller, m.l; auyong, j. 1990. “tourism in the coastal zone: portents, problems and possibilities”. in proceedings of the 1990 congress on coastal and marine tourism (vol. 1, pp. 1-8). muljadi, a.j. 2012. kepariwisataan dan perjalanan. jakarta: raja grafindo perkasa. rahmafitria, f; wirakusuma, r.m; riswandi, a. 2017. “development of tourism potential in watersports recreation, santirah river, pangandaran regency, indonesia”. people: international journal of social sciences, 3(1). available at: http://www.grdspublishing.org/index.php/people/article/view/442. date accessed: 15 january 2019. spillane, j.j. 1994. pariwisata indonesia: siasat ekonomi dan rekayasa kebudayaan (vol. 5). yogyakarta: kanisius. tosun, c. 2001. “challenges of sustainable tourism development in the developing world: the case of turkey”. tourism management, 22(3), 289-303. https://en.wikipedia.org/wiki/tourism_carrying_capacity https://tagarnusantara.com/pariwisata/komitmen-jokowi-membangun-desa-lewat-pariwisata/ https://tagarnusantara.com/pariwisata/komitmen-jokowi-membangun-desa-lewat-pariwisata/ http://www.grdspublishing.org/index.php/people/article/view/442 ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 108 traditional life of bayung gede community and its development as cultural attraction i nengah suastika , gede putu agus jana susila , ni made ary widiastini ¹faculty of law and social sciences, ¹,³faculty of economics email: ¹suastikanengah1985@yahoo.com, ²janos_undiksha@yahoo.com, ³ary.widiastini@gmail.com abstract bayung gede is one of the bali aga villages that still firmly maintain the traditions and values of traditional balinese life. this pattern of traditional life appears in religious ritual, social and agricultural activities carried out by the community. ritual activities in the village can be seen in the ceremony of menek bayan, a wedding ceremony which uses cows as payment, the ceremony of ari-ari in which the placenta is hung, ngaben or cremation ceremony and the traditional ceremony in the temple. social activities conducted by the community can be seen in the activities of joy (marriage, teeth filing, three month ceremonies), and grief (death, sickness, and cremation), mutual cooperation in the temple and cleaning the tools, the use of organic fertilizers, the use of plants for consumption. these cultural activities can be utilized and presented as cultural tourism attractions, thereby generating economic benefits for the local community. keywords: traditional life, village community, cultural attraction, bayung gede. introduction generally, the villages in bali province can be classified into two types, namely, desa bali mula/bali aga and desa bali majapahit. desa bali majapahit is a village that has undergone acculturation with the kingdom of majapahit. the acculturation occurred when bali kingdom was colonialized by majapahit kingdom (pageh, 2018). while desa bali mula is said to have never been under majapahit rule, which made it have different traditional customs from desa bali majapahit. there are some major characteristics of the communities of desa bali aga, such as (1) they do not have the caste system or all of the villagers have the same social status; (2) the customary leadership system is based on the order of marriages (ulu apad) rather than on election; (3) the person who leads the religious and traditional customary ceremony is jero kabayan (rather than pedanda (priest) as commonly practiced in balinese hindu communities, (4) the members of the traditional customary community who die in desa bali aga are not cremated, but are buried; and (5) the ceremonial processions of dewa yadnya, pitra yadnya, rsi yadnya, manusa yadnya and bhuta yadnya are conducted in ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 109 the local language (sesontengan), rather than using particular mantas (suastika, 2010). in addition to these major characteristics, the sociocultural life of the community of desa bali mula still maintains many of the traditions and customs of balinese community as shown in the agricultural, animal husbandry, art, cultural, economic, social, political, religious, food production, architectural activities, and other activities. it is this traditional life that becomes tourist attraction that motivates them to visit and understand balinese community traditional life. bayung gede is one of desa bali mula/bali aga that up to the present time still maintains balinese community traditional values. the traditional life of the community of bayung gede stands out in the residence spatial pattern, the placenta burial rite in which the placenta is hung, the traditional houses and bamboo forest. in its spatial pattern bayung gede village uses the concept of tri mandala (three spaces), namely, utama mandala (the main/holy space), madya mandala (the central/profane space) and nista mandala (low level space). the community of bayung gede customary village have also used the concept of ulu-teben (top-bottom) in building a residence or what is called binary opposition by levis strauss (levis strauss, 1967), in which top stands for holiness/main and bottom for dirty/common elements. however, the people in the village of bayung gede do not regard the mount or the sunrise but the center of the village as ulu or utama mandala. in the manusa yadnya ceremony, the uniqueness of the community of bayung gede is apparent in the placenta burial rite in which the placenta is hung. the placenta burial is done by hanging the placenta in the bukak tree, which is believed by the local villagers capable of taking care of and protecting their babies from magic, thus being protected from various diseases and disturbances that one cannot see with one’s eyes. but actually the case is in other villages placenta that is born together with a baby is buried in the house yard in front of the kitchen (umah paon), hence can be easily kept and protected (sedana arta, 2011). surprisingly, the burial of placenta using the hanging system does not produce a bad smell or other conditions such as being searched by a dog, being infested by flies and sought after by animals in the forest. in the community residential area of bayung gede customary village one can still see customary houses for holding ceremonial activities using bamboos as their walls and roofs. the house that is made of bamboo is used as kitchen and bathroom and plays to hood manusa yadnya ceremonies such as tooth filing, marriage and funeral ceremonies. this traditional house beside having functions is also believed by ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 110 bayung gede villagers to have the power to protect the owners from black magic (suastika, 2010). this is a reason why the customary house is used as a place to hold various manusa yadnya ceremonial activities and it is a taboo to make it place for living. in addition to materials for building houses, bamboos are also use as the basic materials for building bale agung temple which is the largest shrine in bayung gede customary village. to maintain the availability of bamboo material and to keep the land from erosion bayung gede villagers also conserve a bamboo forest. the bamboo forest in bayung gede village is a customary forest that can be only use for customary ceremonies in the temples the process of feeling the bamboos has to be done by selecting the bamboos and taking account of good days for doing the activity (suastika, 2010). the life of bayung gede village community is unique and interesting to be investigated, because of the cultural potential which has and appeal if used properly by the community and will be able to give economic benefits to the local people. methods the study used qualitative research method, because it required some information from the field from the bottom. the informants in this study were tourism awareness groups, custom leaders, community figures and the members of the community of bayung gede village determine using purposed sampling technique, the size and types of the sample were develop using snowball sampling technique until saturation of the data was reached in which the information/data collected have been complete (miles and haberman, 1992). the study use the principle that researchers are the main instruments (human instrument). during the data collection process the researchers in their capacity as research instrument use some techniques of collecting the data such as : (1) document study, (2) interview guide, (3) observation format, (4) and camera for documenting the situation. based on the principle of human instrument, the types of data collected in this study were words, actions, situation and event, and documents that could be observed. the technique of data processing and analysis used in this study was the qualitative technique, that is, by following the steps of data collection, data selection, data presentation and conclusion drawing based on logical relationship. the researchers would come up with meanings from every data, so that it was not only descriptive but it touched the transcendent dimension. as a consequence, the ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 111 researcher tried to think divergently, creatively and critically so that the subjectivity in interpreting all the data could be eliminated (sukadi, 2006). the process of a qualitative data analysis can be shown as follows. diagram qualitative data analysis process (sources: miles dan huberman, 1992). discussion traditional life of bayung gede community a traditional community is a community that has a sociocultural life that is still strong with customs and traditions which have been inherited by their ancestors. a custom is a regulation that prevails in a community in which there are elements that regulate human behaviors in a community but have not become legal. according to kbbi (1998.5) “adat istiadat merupakan tata kelakuan yang kekal dan turun menurun dari generasi ke generasi lain sebagai warisan sehingga kuat integrasinya dengan pola-pola perilaku masyarakat” (customs and traditions are a permanent behavioral system which is passed from generation to generation as heritance that becomes the guidance for living used by all the members of the community and their thinking and behavioral patterns). it is this custom that becomes the guidance for living that is used by all the members of the community and their thinking and behavioral custom pattern. thus, the life of traditional community is characterized with the strength the custom which has been bequeathed from generation to generation and its life is not influenced much by external habits in their social community life. this condition occurs because there is a belief of all the people in the community that the custom is a regulation collecting the data data display conclusion data reduction ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 112 desired by god, so that breaking the custom means opposing the rule determined by god. similarly, bayung gede village community members believe that their custom is the norm that regulates the community, especially in relation to the regulation of spacial patterns, houses, the procession in marriage ceremony, menek bayan ceremony, placenta burial ceremony in which the placenta is hung and the conservation of the bamboo forest as the customary forest. the spatial pattern of bayung gede customary village still shows the mapping of traditional space in the kingdom era, in which the center of the kingdom is in the middle of the city, then in the second layer there are the houses of punggawa (court officials) of the kingdom together with their soldiers, the next layer is for houses of the community and the last or the most outer layer is the area for agriculture and animal husbandry. the concept which is used as the basis by the community of bayung gede village is called tri angga (three body parts: head, body and legs). in the concept of tri angga spatial pattern there is the concept of value system in the largest space of the universe down to the smallest element in human and architecture. tri angga in the residential area can be interpreted as the regulating of space for comfort, harmony and harmony between human and the environment both at the house scale and house complex (village). the direction of the value system vertically and horizontally is called tri mandala (wikipedia, 2013). tri mandala can be interpreted as the division of space in to three parts, namely utama mandala, madya mandala and nista mandala. the center of bayung gede village forms the utama mandala in which the is a splendid bale agung temple which is believed to be the place of god brahma or the god of fire, balai banjar and the office of the head of the village. then in madya mandala there are the houses of the community members and a school which surround the utama mandala area in the nista mandala area there are a cemetery and agricultural area that surrounds the madya mandala area. the bayung gede village community have the concept of ulu-teben (topbottom) and sacred-profane in designing the village spatial pattern. however, the basis that is used in determining ulu-teben (top-bottom) by the bayung gede village community is the center point as ulu (main) and the external part as teben (profane), rather than a mount or sunrise direction as practiced by balinese community in general. this is based by the belief of the bayung gede community when making tandingan caru (buta yadnya ceremony) in which the center is the place where is put ayam brumbun (a cock with 4 colors) that has all the points of the compass and makes ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 113 it as the core of north, south, west and east. based on the belief, then utama mandala is situated in the center of bayung gede village area, madya mandala surrounds’ the utama mandala and nista mandala surrounds the madya mandala, the third layer in the war period this model of architecture was at the same time the model for security and protection from the enemy’s attack, because although the attack can hit the nista mandala and madya mandala first before it reaches the main building, the defense is difficult to be penetrated (suastika, 2010). the type of architecture found in famous tourist spots in bangli regency is penglipuran village, as stated by patricia dorn (2012) that the form of buildings in penglipuran village is inherited from bayung gede village, so it has similarities. in the area of the people yards they actualize the concept of tree angga as the most sacred or utama angga part in a direction that is opposed to the road (sanggah or pelatan merajan [shrines), the center part or madya angga as tegak umah or the place were mass buildings are erected, while the nista angga part (the dirtiest area) in the form of teba (the place where household waste and other waste are dumped ) that is situated in the direction that is the nearest to the road. obedience to the tradition and custom of the community of bayung gede customary village is also apparent in the procession of placenta burial in which the placenta is hung. in balinese community in general, the procession of placenta ceremony is done in the yard and the placenta is buried in front of bale daja because it is believed that the placenta is the brother or sister of the baby born and must be buried near its brother or sister so that it can give strength and heath to baby. the aim of the ceremony is to make the baby safe, healthy, physically and spiritually. to bury the placenta (mendem ari-ari kendil ) a small pot with its cover or a coconut whose water is emptied is needed. birth ceremony is conducted or led by the oldest member of the family or the one who is mostly respected. while the burial process is done by the baby’s father. in the placenta burial process, the father of the baby should be clean physically and spiritually, concentrate and focus on the process. if this requirement is not met it is believed that it has an implication on the baby. there is a belief in balinese community in general that the placenta burial process that is done not in accordance with the requirement of the procession will cause the baby to become a disabled. for example the baby cannot speak (dumb), its character is beyond expectation, its behavior is in opposition to its parent’s, it is susceptible to diseases, and even can cause death to the baby. ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 114 the placenta ceremony of the newly born baby in bayung gede village is conducted not by burying it in the yard but by carrying it to a certain place called setra ari-ari (placenta cemetery). setra ari-ari is a place to hang placenta in a bukak tree. according to the people in bayung gede village, a bukak tree has a fruit shaped like a vagina which is the symbol of mother and contains resin that can neutralize a bad smell. before it is hung the placenta is put into a coconut shell and is tied with a bamboo rope. as putri (2016), the balinese community at first bayung gede has the belief or myth of the origin of the people who say that their ancestors came from wood tued which was turned on with tirta kamandalu by white bojog son betara bayu. because their origin is from wood, then when a new baby is born from the mother's womb, it must be returned to its origin, which is to wood. this belief is then realized in the ritual of hanging the placenta in the middle of the placenta by hanging the placenta of the baby or sibling of the baby called the chess sanak in the bukak tree (cerbera manghas). the procession starts with finding a big coconut that is then cut into two equal parts, then the placenta is put into the coconut shell and is filled with spices as things to warm the placenta, ngad (a bamboo knife) for sharpening the baby’s mind, sepit (chopstick) to unite positive and negative energies, then the two parts of the coconut shell are united again. to prevent of a leakage the two parts of the coconut shall are filled/polished with lime and are tied with a bamboo rope called salang tabu. then, the father of the baby carries the coconut shell to setra ari-ari with his right hand and he also brings with him a blakas (machete) to cut the leaves of the bukak tree that will be used to wrap the coconut shell to be hung. after placing the coconut shell in a bukak tree, the activity is continued with the search for ferns to be brought home that will be placed in front of the door to the house as the sign that there is a mother who has given a birth to a baby in the house. historically, the community of bayung gede village is the descendents of tued kayu (a trunk of a tree) that was made alive with tirta kamandalu (holy water) from the island of java by the reincarnation of bhatara bayu (the wind god). the community of bayu gede village believe that their origin was a tree that got the blessing from bhatara bayu to reincarnate as human. thus, because their origin was a tree, hen when the newly born baby is born from his or her mother’s womb, its placenta has to be returned to the original place, that is, a tree. philosophically, the bukak tree is believed to be the mother of the brother or sister of the baby who will bring him or her up magically together with the baby (sedana arta, 2011). ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 115 presenting the traditional life of bayung gede community as a tourism activity and attraction tourism activity is an activity of traveling, both individually and collectively in a group from a place one lives to a particular place desired to acquire experiences that are beyond the daily activities in a temporary time (widiastini, 2008). based on the concept of the tourism activity it is seen that there are some components that make the process happen, namely the traveler, the place where he or she lives, the travel, and the place of tourist destination. related to these, the process of presenting a tour package can be promoted and becomes a necessity amidst the increasingly more sophisticated information technology. there are many tourist objects that are actually viable for places of tourism activity, however, are not known and have not become tourist places of destination, because they are presented well by the management. the presentation of the traditional life of bayung gede village is aimed at formulating the community sociocultural activities so that they can be more easily understood, more structured, clearer in their steps and cost, the presence of more standardized guarantee from the management, easier to understand and more attractive to be visited (restra kabupaten bangli [‘ bangli regency strategic planning’], 2012). in addition, the presentation of these sociocultural activities is meant for enhancing the community awareness of their obligation in maintaining the tradition and custom that have be bequeathed by their ancestors. empirically, there are some tourism potential in bayung gede village, namely (1) traditional house tourist object, (2) bamboo forest tourist object, (3) placenta burial tourist object, (4) orange agricultual tourist object, (5) cow breeding tourist object, (6) village tour tourist object, (7) religious tourist object (puseh temple and bale agung), (8) agricultural natural tourist object, and (9) tourist attraction of baris and barong dances. systematically, the potential of bayung gede village tourism that can be presented in the form of traditional balinese life tourism village can be shown in figure 1. ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 116 figure 1 potential of bayung gede village tourism. having possessed the main potential as an old village that up to the present time still maintains its traditional life, then the model of tourism development that can be used based on the characteristic of bayung gede village is the traditional tourism village. the types of activity that can be transformed into competitive advantage is cultural tour that is based on local wisdom that gives a unique experience to tourists during the village tour and interaction with the local people. in an effort to realize a village potential-based tourism village (the human resources, natural resources and cultural resources that the community of bayung gede village has ), the tourism development can be realized by (1) developing tourism activity based on the concept of village tourism; (2) developing the type of tourism that presents the uniqueness of the village spatial pattern along with the traditional architecture of the buildings, religious ceremonial activity, the behavior of the people, and other cultural activities; (3) developing cooperation with people who support the development of tourism village in bayung gede village, including people from other surrounding villages; (4) developing arts to add to the variety of tourist attraction; (5) maintaining the original spatial pattern and architecture; (6) maintaining the uniqueness that the village has; (7) developing art activities in the village; (8) maintaining the preservation of the environment; (9) increasing the people’s understanding of the importance of ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 117 sociocultural endurance; (10) forming an institution for managing the tourism village by involving all the elements in it; (11) improving the quality of human resources and increasing the number of people involved in managing the tourism village; (12) completing the village public facilities, tourism facilities and tourism supporting services; (13) developing the infrastructure that supports the development of the tourism village; (14) developing the community awareness about the preservation and protection of the village cultural assets; and (15) doing sustainable promotions (widiastini, 2008; suatika, 2017). the aspects of the development and planning of the tourism village of traditional balinese life in the village of bayung gede are selected by adopting 4a’s. namely, (1) attraction, for the development planning that consists of (a) the village spatial pattern along with its building architecture; (b) the community life pattern; (c) religious ceremonies; (d) performing art; (e) agriculture, (2) accessibility, for its development planning there is a need to develop tracks for walkers and cyclists and circulation nodes,, (3) amenities, for their planning there is a need to prepare (a) tourist information center, (b) souvenier shops; and (c) homestay that is located outside of the core zone in order not to disturb the best attraction, that is, the traditional life, and (4) ancillary service and institution, for planning their development there is a need to prepare (a) telecommunication facilities; (b) parking lot; (c) public facilities; (d) public toilet; (e) money changer; and (f) the institutionalization that has the task to manage tourism attraction, whether in the form of public, private or community partnership. the development of bayung gede traditional tourism village can be presented in the following picture. ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 118 picture the development of bayung gede traditional tourism village. than the model of the route of tour that can be produced as the product of tourism can be seen in figure 2. developing the traditional tourims village of balinese life in bayung gede village attraction village spatial pattern building architecture community life religious ceremonies agriculture art amenities 1. tourist information center 2. souvenir shop 3. homestay accessibility track for tracking and cycling circulation route. infrastructure working in partnership with government in providing infrastructure and facilities to support tourism in bayung gede village ancillary service telecommunication parking area public facilities public toilet money change institution institutionalization with the task of managing tourist attraction whether in the form of public, private or community partnership partnership ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 119 figure 2 model of tour route. tourists who visit bayung gede village can enjoy the uniqueness of the culture through the route : (1) the tourist prepares for his or her tour in the counter or visitor center; (2) he or she continues to a place where they can see traditional houses and people’s houses; (3) then, he or she will go on walking to setra ari-ari (placenta cemetery) as the only place for burying placentas together where they are hung; (4) then, the tourist continues his or her walk to the bamboo forest that is the customary forest of bayung gede village; and (5) as souveniers the tourist can buy some that are produced and sold by the people of bayung gede village before he or she ends his or her tour. area of surrounding villages traditional house tradisional life and daily life of community parking area locket/ visitor center shopping center for tourist community settlement placenta cemetery bamboo plantation 30 minutes 90 minutes 60 minutes 60 minutes 30 minutes 60 minutes ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 120 conclusion the community of bayung gede village have their sociocultural life that is still strong with custom and tradition that have been passed from their ancestors to them. this traditional life is seen in the management of the spatial pattern in bayung gede village with the concept of tri angga. tri angga is a value system in the largest space of the universe down to the smallest elements in human and architecture. the traditional life is also apparent in the procession of placenta burial in which the placenta is hung. the baby’s placenta is placed in a coconut shell and then it is tied with a bamboo rope, then it is hung in a bukak tree. the traditional life of the community of bayung gede village can be presented as a type of tourism of traditional balinese life with the custom and tradition as the core in the development of a tourism village. thus, the development of the tourism village in the village of bayung gede can strengthen the custom and tradition of the local community. the traditional life that is still maintained by the community of bayung gede village can give economic benefits for the community if it is presented as a tourist attraction. the culture that becomes the tourist attraction is the spatial pattern along with the building architecture, the pattern of the community life, religious ceremonies, performing art and agriculture. references arta, sedana. 2011. “prosesi penguburan ari-ari dengan sistem gantung (studi kasus pada masyarakat desa adat bayung gede kabupaten bangli)”. media komunikasi fis, volume 10 number 1, issn. 1412-8683. departemen 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(dissertation). bandung: upi. widiastini, ni made ary. 2008. pemanfaatan puri ubud sebagai objek dan daya tarik wisata serta implikasinya terhadap desa pekraman ubud, gianyar, bali. thesis. program studi kajian pariwisata, program magister, program pascasarjana, universitas udayana, denpasar. wikipedia. 2013. arsitektur tradisional bali. retrieved from http://id.wikipedia.org/wiki/arsitektur_bali. date accessed 11 june 2018. http://id.wikipedia.org/wiki/arsitektur_bali ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 142 over-tourism: the untold story of the rise of sunny beach bulgaria mincho slavov1, rety palupi2. 1faculty of law and history, south-west university n. rilski, bulgaria. 2faculty of communication and language, universitas bina sarana informatika, indonesia e-mail:,1mslavov@protonmail.com,2rety.ryp@bsi.ac.id abstract coastal tourism destinations around the globe are chasing and face an increase in arrivals. the prevailing paradigm in tourism development is focused on “the more, the better” concept. international bodies, national and local governments, and stakeholders are working toward future growth in numbers with little to no attention to the impact of mass tourism on the destination’s image, tourist satisfaction, and related socioenvironmental matters. this paper employing a case study approach to investigate the phenomenon of over-tourism in the most popular and famous coastal resort in bulgaria sunny beach, and how current pro-growth policies affect the destination development and the destination image. this research is using qualitative methods, namely analysis of documents, analysis of relevant literature, and on-the-spot observations. results of the research exposing that the bulgarian government and the tourism stakeholders are ignoring the existence of over-tourism and the consequential impacts. a revision of present strategies, policies, and practices are necessary for assessing the tourism components as time and duration of stay, expenditures, the purpose of visit and destinations carrying capacity. in conclusion, such knowledge may ultimately contribute to addressing over-tourism issues and implications in bulgarian coastal resort of sunny beach, while constructing a more economically, socially and environmentally sustainable destination. keywords: coastal tourism, over-tourism, development policies, sunny beach, bulgaria. introduction globally, international tourist arrivals grew by seven percent to reach 1.4 billion in 2018 compared to 2017, expecting the number of tourists to reach 1.8 billion in 2030 (world tourism organization, 2019). in europe alone, the growth of tourists (overnight visitors) in 2018 is eight percent or an increase of 55 million tourists more, compared to 2017. the issue of over-tourism, caused by social media influence, dmos, governmental, and stakeholders’ policies, is a challenge that many coastal destinations around the world are facing (séraphin, zaman, olver, bourliataux-lajoinie, & dosquet, ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 143 2019). coastal areas share the most significant part of this growth, being the leading tourism destinations, and coastal tourism is the most considerable in terms of importance as an income generator. “over-tourism” is a relatively new term, that describes a situation where residents and visitors feel that there are too many tourists, as a result of which the quality of their life and the quality of experience gained by tourists deteriorates sharply, the destination loses its authenticity (world tourism organization, 2019). therefore, there is a sound correlation between the number of visitors, the type and time frame of their visit, and the carrying capacity of a destination. two factors are of utmost importance in recognising over-tourism tourism density (tourists/km2) and tourism intensity (tourists/locals), as shown in figure 1 (capocchi, vallone, amaduzzi, & pierotti, 2019). at the same time, governments and tourism boards around the world have firm confidence that the higher the number of arrivals, the better for the destination and the country’s development. given the pro-growth paradigm, the question is to what extent the government and stakeholders will continue to look at increasing arrivals? figure 1. the ratio of international arrivals/residents (2017) source: tran committee rising the visitor’s numbers is a global trend, and bulgaria also records an increase in arrivals in 2018, with a 6.7 % growth from 2017 and reaching 12.3 million in ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 144 2018 (national statistical institute of bulgaria, 2018) . a substantial part of the increase is shared by coastal tourism, being the leading contributor to the gdp. similar to many eu coastal destinations, seaside resorts in bulgaria are not resistant to over-tourism, especially sunny beach, which recently struggle to manage the growing number of arrivals. overall, tourism is bulgaria’s leading export earner, with international tourism direct contribution of nearly eur 1 billion, or 3.4% of the country's gdp, reaching a total contribution of 12.5 % of the gdp in 2018 (figure 2). the benefits of tourism to the bulgarian economy are evident, particularly in terms of tourist expenditures. whereas the adverse effects of the rapid growth of visitors, when visitor arrivals are seasonal and concentrated in one destination, are ignored. the negative impacts of tourism policies, focusing on the growth of visitors only, such as congestions, pollution, privatisation of public spaces, destruction of green zones, historical sites, and the natural environment are soundly evident in sunny beach (agyeiwaah, 2019). in 2017 57.6% of total nights spent by tourists were in the bulgarian coastal regions, while the area is occupying 5.2% of the country’s territory and 8.85% of the population (nsi, 2018). the population density in bulgaria’s coastal municipalities is estimated to be 223 people/km2 on average (within 10 km of the coastline), but during the peak of the season in particular areas increase over 320% (nsi, 2011). such a colossal disproportion of visitor/inhabitant ratio, induced by the government tourism strategies, is the main contributing factor for the over-tourism in sunny beach. indeed, the development and marketing policies of bulgaria and sunny beach as the most prominent coastal resort over the past two decades as an attractive place for a holiday has been beneficial if the increasing number of visitors is the primary assessment instrument (vurnek, brozinčević, čulinović, & novosel, 2018). ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 145 figure 2. international tourist arrivals, nights spent and expenditures in bulgaria source: authors, data from the national statistical institute of bulgaria, 2018 the study focuses on sunny beach development as a coastal tourist destination. the goal of the study is to analyse and to derive the main contextual factors contributing to the image of the destination as well as to propose principles and policies for the successful and sustainable development of the destination. the study examines the current national and international tourism destination development policies, their implementation, and their effect on the destination. the main research questions are: 1. what is over-tourism? 2. how the current tourism development policies contribute to the arising overtourism in sunny beach? research methods to answer the above-stated research questions, the authors chose to employ a qualitative case study approach (harrison, birks, franklin, & mills, 2017; merriam & tisdell, 2016; tetnowski, 2015). case studies are an adequate and appropriate in-depth investigation method, when complicated phenomena, as over-tourism, is under study. authors perfomed the data gathering through a comprehensive analysis of related tourism development policies and practices adopted on a national and international level. the technique was finding, selecting, understanding and synthesising information from the documents. the documents that were analysed were mainly researchers’ papers, online articles, organisational and institutional reports and books. eur 0 eur 200 eur 400 eur 600 eur 800 eur 1.000 eur 1.200 0 5 10 15 20 25 30 35 2014 2015 2016 2017 2018 m il li o n s m il li o n s arrivals nights expenditures ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 146 result and discussion geographically, bulgaria occupies the balkan peninsula, south-east europe, with an area of 110,842 km2. the bulgarian black sea coast is located in the east part of bulgaria, on the west of the black sea coast, and has a length of about 378 km and a width of 30 to 50 km. a characteristic feature of the bulgarian black sea coast is the presence of 78 beaches, occupying 34% of the bulgarian coast, or 14 out of 262 municipalities (figure 3). figure 3. coastal map of bulgaria source: authors on an international level, bulgaria emerged as a tourism destination at the beginning of the 60s. the biggest coastal resort in bulgaria sunny beach is located roughly 35 km north of the city of burgas in municipality of nessebar, burgas province (figure 4). the resort has approximately eight kilometres long and 30-60 m wide beach line with fine yellow-gold sand, an average of 250 sunny days per year, and a calm and warm seawater. the planning of the sunny beach began in 1958 with decree №120/30.06.1958 of the council of ministers. ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 147 figure 4. geographical location of sunny beach source: authors the initial idea of sunny beach is to be a resort for family tourism, where visitors can enjoy the sea and relax in vast green zones, build in unity and harmony with the hotels, and at the time was promoted and recognised by visitors as such. by the end of the 90s, the buildings (including hotels, restaurants, clubs, and bars) are occupying only 20% of the territory of the resort, and the rest were walkways, parks and green zones. nowadays, building density already has a range of over 80%, and the former green zones are a pale memory. in recent years, marketing strategies of sunny beach are targeting at young foreign tourists (predominantly from eu-member state countries) looking for entertainment, predominantly drugs, sex, and alcohol (anastassova, 2011; tutenges, 2015). planned as a resort with for up to 30 000 tourists, now sunny beach has more than 160 000 beds, according to the official data (national statistical institute of bulgaria, 2018). numerous publications in bulgarian mass media (tv, newspapers, and magazines), as well as authors' observations, claim that, in fact, the beds are more than 300 000, and the former green resort is popular among bulgarians as a “concrete jungle.” the “boom” in the development began in 1998 after the deregulation of urban and territorial planning, privatisation and not the least the ease of travelling, generated by the rise of low-cost carriers (simancas cruz & peñarrubia zaragoza, 2019). ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 148 although the signs of over-tourism in sunny beach are evident, especially during peak times, this does not create a sense of concern in the government and tourism business (kotler, bowen, & makens, 2009). the adverse effects caused by overtourism, soundly visible in the resort, are related to drugs and alcohol abuse, prostitution, clogged infrastructure, and destruction of natural landmarks such as dunes (hesse & tutenges, 2011; tutenges, jaeger, & hesse, 2012). the over-development of sunny beach is evident from the nsi’s data. the number of accommodations in coastal municipalities from 2010 to 2017 increased from 322 to 640, beds number increased by 28 %, arrivals increased by 86%, reaching 841,608 in 2017, and the overnight stays reached 5.3 mln (67% increase). despite these positive numbers, the average length of stay plunged from 7,07 days in 2010 to 6,52 days in 2017. it must be noted, however, that the foreign tourist expenditure rose by 133% for the same period. another fact, which is continuously ignored by the authorities and dmo’s is the main characteristic of tourism in sunny beach – the apparent seasonality, when 94% of international arrivals are in june – september (seraphin, gowreesunkar, zaman, & lorey, 2019). the biggest and most famous bulgarian black sea resorts are recording the highest growth in arrivals – sunny beach, golden sands and albena, which represent 76 % from the hotels, 84 % from beds, and 88 % from all spending on the bulgarian black coast (national statistical institute of bulgaria, 2018). there is a significant imbalance between these three municipalities and the lasting 11, which indicates that particular coastal areas, one of which is sunny beach, are massively overcrowded. however, the chaotic urban development of the bulgarian black sea resorts was exposed in 2011 as well as put in question the reliability of the nsi’s data. an example of the considerable discrepancy in the tourist accommodation numbers is the municipality of nessebar, part of which is sunny beach. various data indicate that the summer population of the municipality of nessebar is between 350,000 and 650,000 people at its peak, while the municipality has a population of 29,333 people (nsi, 2011). these numbers are in severe contradiction with the nsi report of 63,151 bed-places in sunny beach (national statistical institute of bulgaria, 2018). drawing from the european parliament study (peeters et al., 2018), sunny beach is already suffering from over-tourism with all of its ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 149 negative impacts, namely destination’s image, environmental, and social (ivanov, 2017; stanchev, 2018). the tourism development policies, adopted by the bulgarian government, tourist boards and stakeholders play the primary role in the over-tourism in sunny beach. moreover, the national strategy for sustainable development of tourism in the republic of bulgaria 2014-2030 (both the initial release in 2014 and the updated version from 2017) is still favouring the growth, based on numbers and not considering the impact of over-tourism on sunny beach’s destination image (mot, 2017). on the international, national, governmental, and local level, the success of tourism is continuing to be evaluated in numbers. a “successful” year in tourism is generally considered to be one in which numbers have increased substantially. as a result of such one-sided policies, bulgaria is ranked 45th out of 136 countries in terms of tourism competitiveness, 37th for tourism services price competitiveness, and 6th for tourism accommodation prices in the annual travel and tourism competitiveness report (calderwood & soshkin, 2019). despite the optimistic perspective that might appear from these relatively high positions, these rankings confirm the global image and perception of bulgaria as a cheap tourist destination. at the same time, the report is revealing the complete failure of the government strategies in creating a firm tourism brand as well as the effectiveness of the branding and marketing policies to attract new tourism segments, being ranked 103rd and 93rd, respectively. the assumption that tourism is a top-priority sector in bulgarian economy as stated in the national strategy for sustainable development of tourism in the republic of bulgaria (mot, 2017) is proved wrong by the wef report ranking the country an unenviable 93rd place in terms of tourism prioritisation (calderwood & soshkin, 2019). social media and ict robustly and substantially impacting tourists behaviour. from smartphones to smart homes, digital technology is playing a significant role in people’s lives and transforming progressively into the way people perceive a given destination. visitors and residents express how they feel in social media such as instagram, facebook, and tripadvisor, which in return significantly impact and influence on how people travel and where they “decide” to go (muler gonzalez, coromina, & galí, 2018). ict, reduced travel time and costs, and peer-to-peer online accommodation ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 150 services are also major contributing factors. as a result, sunny beach, located in highly “instagrammable” and picturesque spot on bulgarian black sea coastline, is attracting predominantly party-loving youngsters, seeking wild parties, inexpensive drugs, drinks, and sex. bar crawls trips, strip clubs and even drug prices (although drugs possession and consumption are illegal according to the bulgarian law) are widely and freely discussed on social media and online and used as a promotion tool targeting young (18 – 30 years) europeans (pigram, 2019; walpole, 2016). traditionally, dmos are responsible for promoting the destinations, but to comply with modern requirements and the spirit of industry 4.0 (and the internet of things within it), dmo’s are contributing in the creation of what is sensed by their social media audiences as a trendy destination that must be visited (seraphin et al., 2019). figure 5. international tourist arrivals trends and forecasts 2030 source: unwto, tourism highlights 2018 the leading principle of government policies and dmos strategies is toward increasing the number of arrivals and, as a sequence, raising the tourism contribution to the country’s gdp and employment. thus, the general paradigm is that the growth of the number of arrivals is all that matters. following its suggestion in growing arrivals number, the unwto’s estimation shows an astonishing increase of arrivals, reaching ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 151 1,8 bn tourists by the year 2030 (figure 5). when examining the impacts of overtourism, the destination’s carrying capacity becomes the primary assessment tool in revealing the correlation between environment and tourism (koh & fakfare, 2019; seraphin, sheeran, & pilato, 2018). the term “tourism carrying capacity” (tcc), despite its subjectivity and lack of unified definition, is revealing the following link between the visitors and the destination (sati, 2018; sharma, 2016). tcc refers to the stage, where numbers of visitors exceed the destination’s capacity (figure 6) which, in return, generate negative impressions and feedback from visitors, and simultaneously may cause irreversible damages to the environment, and denial from the local population, exposed to the crowds (ansofino, 2019; milano, 2017). ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 152 figure 6. sunny beach in the 1960s (up) and 2017 (down) source: www.lostbulgaria.com and www.novinite.com as per the initial development plan, the carrying capacity of sunny beach is determined to be 30,000 beds. currently, the resort capacity is extending to over 300,000 beds (although the official data from nsi states, that the beds are a bit over 160,000), which gives a beach availability of 0.4m2 per visitor, while the bulgarian territorial management regulation requires at least 8m2 per person. the subjective nature of tcc and the lack of sound definition makes the assessment extremely challenging. tcc of each destination vary massively, and the effects are primarily psychological, yet interrelated to the environmental, social, economic, and political aspects of tourism. the characteristics of the destination and type of tourists are in strong interaction when determining visitors’ effect and impact on the destination and whether the destination is struggling to cope with visitors or not (muler gonzalez et al., 2018). proper evaluation tools to determine when a destination is suffering from over-tourism are still under discussion among scholars and institutions on an international level (llausàs, vila-subirós, pueyo-ros, & fraguell, 2019). it is a positive step that the eu parliament recently recognises and consider overtourism as an imminent threat to the future of the tourism industry, that need immediate measures. however, bulgarian government and tourism businesses and stakeholders http://www.novinite.com/ ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 153 demonstrate staggering ignorance to see beyond the increase of arrivals’ number, which resulted in the current over-crowded and over-urbanised state in sunny beach. being developed as a family resort, nowadays, the marketing and the promotion of sunny beach is entirely toward as a party destination, where rules and local laws are widely ignored, except with some sporadic actions, against the noise pollution, and tax and labour law violations. given measures have little to no effect, and according to bulgarian on-line media are seeking primarily political dividends, rather than improving the situation and the perceived image of sunny beach. conclusion aiming at the future development and sustainability of sunny beach as a popular coastal resort can not be possible without examining and addressing the impact of overtourism and the consequences for the destination. the initial impression is that sunny beach is experiencing over-tourism with all of the latter’s impacts environmental, social, economic, and political. the complexity and multidimensionality of these impacts, as they represent the unity of various aspects of the tourism components, make it difficult for recognition and assessment. at present, the national tourism development policies, strategies, and measures implemented in the development of sunny beach are still focused on increasing the visitors, thus ignoring and even denying that over-tourism is already manifesting itself. despite some government efforts, performed recently, their efficiency still seems weak, fragmented, and there is no particular proof of a comprehensive plan to address the problems. furthermore, it seems that all parties involved in sunny beach’s development and marketing – dmos, tourism business, stakeholders, and policymakers, are not considering the over-tourism as an issue, which hampers the understanding and preventing the over-tourism. therefore, over-tourism problems are likely to continue to occur within such a mindset, impacting, and leading to future degradation and diminishing the image of sunny beach as a quality leisure destination. there is a need for re-evaluating the current “pro-growth” paradigm where success is not entirely measured in arrivals, but on seeking enhancement of the offered tourism products and services. regardless of the still relatively low number of destinations affected by overijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 154 tourism, the impact of over-tourism is potentially critical to the extent, where a destination could suffer the loss of its uniqueness and attractiveness. an alternative to “pro-growth” paradigm is optimisation a destination marketing and development, aiming at sustaining or even decreasing arrivals’ numbers and increasing return through offering alternatives, such as unique activities, specific to the destination and neighbouring areas. despite some indications that shorter length of stay can lead to higher expenditure per day, policies supporting more extended stay might affect distribution positively across the destination tourists visiting adjacent areas, attractions, and places of interest, thus resulting in a longer length of stay. not the least, government, dmos, policymakers, and stakeholders should guarantee that offered products and services are sustainable in terms of energy use, waste management, and other adverse environmental effects and assuring protection against activities leading to rising a negative social, financial and environmental impacts. in order for a destination to thrive and to develop the tourism sustainably, government, tourism planning authorities, entrepreneurs, investors, legislators, and community groups need to understand to what extent the destination can accommodate future anticipated tourism growth and the resulting challenges and opportunities that the destination may encounter. government and decision-makers with the involvement of all stakeholders must create long-term plans, taking into account the needs of both visitors and residents at the centre of investment and destination development plans. some of the measures, that might be considered involve: regulating and limiting the number of tourists’ arrivals; using digital technologies to prevent the congestions in real time; extending the season and shifting the promotion’s focus and target; promoting less-visited attractions in the vicinity of sunny beach and developing new attractions. acknowledgement the authors are deeply grateful to the editor and anonymous reviewers for their insightful comments, suggestions and feedback that have contributed to improve this paper. ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 155 references agyeiwaah, e. 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(2019). international tourism highlights, 2019 edition. madrid, spain: world tourism organization. https://doi.org/10.18111/9789284421152 ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 160 how could the buyers be enthusiastic towards the products of bagus discovery management company?: winning market segment in bbtf gede ginaya1, i gede mudana2, ni nyoman sri astuti3, nyoman mastiani nadra4, ni made rai sukmawati5 12345tourism department, politeknik negeri bali, indonesia email: 1ginaya@pnb.ac.id, 2gedemudana@pnb.ac.id, 3ninyomansriastuti@pnb.ac.id, 4mastianinadra@pnb.ac.id, 5nimaderaisukmawati@pnb.ac.id. abstract bali beyond travel fair (bbtf) is an annual national tourism agenda as a businessto-business event for local travel industry players to sell travel packages to foreign buyers. as one of the sellers in the annual event, bagus discovery management company (bdmc) that manage nusa dua bali tours & travel, puri bagus hotel group, and bagus agro had participated actively in bbtf by opening a booth stand in nusa dua hall of bali nusa dua convention center as the event venue from june 27 to june 30. this study investigated the role of bdmc in bbtf through the writer’s direct practices when was involved in handling the event by conducting surveys in the fifth edition of bbtf. additionally, interviews were conducted to the staff and top management of the company about the winning strategy for attracting buyers in such a potential marketing event as well as to buyers by asking their perception about the event. the data that had been classified then analyzed using descriptive qualitative based on inductive methodological paradigm by setting up the discussion from specifically principles to general before drawing a conclusion. the study reveals that most of the sellers who visited bagus discovery booth stand felt satisfied towards the service received and appreciated highly its products like puri bagus group property which is considered to possess a distinctive uniqueness as what certainly every guest is looking for. keywords: bbtf, sellers and buyers, bdmc, winning strategy, market segment introduction tourism as an economic sub sector represents an industry with quickest and biggest development in the world. that is the reason why tourism sector became the prospective and competitive industry in this globalization era. the phenomenon base on the fact that progress of technology, have pushed very fast growth number of domestic and international tourist mobility from year to year. tourism is also one of the fast-growing industries in the world. many countries take tourism industry as one of its main flagships to get foreign exchange for their country. for the example countries which rely their income on tourism industry are hawaii and thailand. both countries are successful make their tourism region to be one of many popular tourism mailto:ginaya@pnb.ac.id, mailto:gedemudana@pnb.ac.id, mailto:ninyomansriastuti@pnb.ac.id, mailto:mastianinadra@pnb.ac.id mailto:nimaderaisukmawati@pnb.ac.id ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 161 objects in the world. hawaii and thailand have successfully attracted the tourist’s attention to visit their country. in this case indonesia also participated to take role as tourism destinations provider. indonesia geographical location also can be said strategic because it is locate in between two continents, i.e. asia and australia. indonesia is also located in between two oceans, those are indian and pacific. thus, it can be said indonesia is located at the intersection world (world cross position). in this position indonesia become the world center of the traffic lane. in addition, indonesia has a tropical climate that become the main attractions same as other countries which offer and develop tourism industries, such as thailand, philippines, and hawaii. according to ekasari (2017), turism has become one of the important industries in the world today. this sector provides key economic development opportunities for many countries and means to improve the livelihoods of its people. tourism is a uniform service which involves mutual symbiose as an industry. as it is stated in unwto, “tourism comprises the activities of persons traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes.” another definition of tourism can be found in tourism decree (or undang-undang pariwisata) number 10 year 2009 which stated that “tourism is a wide range of tourism activities and supported by various facilities and services provided by the community, entrepreneurs, government, and local government”. indonesia as an archipelagic country has various cultures from sabang to merauke. over 13,000 islands stretched out with the five main lands, sumatra, java, kalimantan, sulawesi, and papua plus lots of small islands. each province in indonesia has unique cultures and traditions. culture is the second most influential dimension of a destination attraction (ritchie and crouch, 2003). according to craig et al, 1994, culture is the total sum of the ways of living built up by a group and passed on from one generation to another. culture is an identity and an important factor is that individual people are placed in local and national social organizations, such as local government, educational institutions, religious communities, work and recreation. indonesia is an archipelago country and it makes indonesia has a lot of customs and culture. start from traditional dances, songs, local languages to traditional food from each region. this cultural diversity becomes one of the tourist attractions for indonesia. plus, with its nature that is already known by foreign tourist, ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 162 starting from the mountains, beaches, waterfalls, lakes, rivers up to the crater. tourism industry is very expanding in indonesia and has a big potency to develop the economic sector in indonesia. it is because tourism industry brings big income for indonesia called foreign exchange. other than that tourism is also possible to increase a job field which is good for indonesia as developing country. one of the biggest contributors of foreign exchange is a small island between java and lombok island. the name of that island is bali island. bali is one of a thousand islands in indonesia, as well as a province of the 33 provinces. in the world, bali is famous as a popular tourist destination with a unique variety of art, culture and its customs especially. bali is one of the best tourist destinations in indonesia and even in the world, that’s why bali is called as “the island of god”, “the island of thousand temples”, and “the island of paradise” and other various praises name of bali in tourism industry. the beginning of tourism in bali was started with the arrival of the europeans traveler who was sailing all over the world for wealth (gold), spreading the religion (gospel) and their glory and then, it was continued by the entry of the dutch army to bali. since the dutch colonialism, bali seemed to be opened widely to foreigners visiting bali. they came for a few days of romantic escapism and experiencing the delights of the island. bali was visited by foreign tourist, some of them are few artist and writers that are inspired to write the unique arts and culture of bali. they have told the story about bali throughout all over the world, through various media also they were informing about it and this story is able to attract foreign tourist to visit bali. in 19201930s it has more than 100 visitors per month they came and enjoyed the beauty of this paradise island with the purpose of feeling a few romantic days and escapism the bustle of daily routines. walter spies was one of the tourists and he is also the famous artist from german who came and decided to build his small house and stayed in ubud, gianyar, bali and then he was followed by the other artist who came from all over the world to study and learn the balinese unique arts and culture. while bali is known as a top beach resort destination in the asia-pacific, it has also become a popular meetings, incentives, conventions, and exhibitions (mice) location, as evidenced by the increasing number of international and regional events held over the past few years. bali is standing firm as one of the most preferred mice destinations in the region, thanks to its complete facilities, accessibility, and government support, in ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 163 addition to direct flights from most major cities in the region, according to bipan kapur, managing director of the westin resort nusa dua (chan, 2016, "convention centres in bali offer a combined capacity for up to 20,000 people. up to 200,000 hotel rooms in various categories, state-of-the-art audio-visual facilities, fibre-optic support and tollfree highways can drastically reduce the travel time from the airport to the main mice centre of nusa dua. the hotel also manages the bali international convention centre (bicc), which can seat up to 2,500 people for meetings. "the westin resort nusa dua and bicc are a purpose-built convention resort in bali where guests can walk from their guestrooms to the meeting facilities, all under cover." balinese culture and activities make the island the ideal location for those who want to combine business with pleasure, says dario orsini, general manager of sheraton bali kuta resort (chan, 2016). cultural tourism is developed in bali (sutama, et al, 2017). ”cultural tourism can be broadly defined as travel motivated by the desire to experience a destination’s culture” (cole, 2008: 61). therefore, the indonesian government was launching “visit indonesia” as the national tourism program and the theme of visit indonesia year 2011 is eco, culture and mice. as a special occasion, orsini believes mice business in bali will remain stable and improve slowly. he further states that "the key to win business is trust, hence we always focus on building trust with our partners. secondly, being proactive in reaching out to both loyal and returning clients as well as potential new clients is of utmost importance in this competitive environment. lastly, according to orsini flexibility not necessarily in terms of pricing should be highlighted, but in terms of deciding and thinking along with clients" (chan, 2016). sylvain pasdeloup general manager of sofitel bali nusa dua (chan, 2016), says the successful hosting of various important international conferences such as the asean summit and the apec summit is a testament to the island's safe, pleasing and welcoming environment for all visitors. in addition, according to pasdeloup (chan, 2016), mice guests from most countries worldwide also enjoy visiting bali visa-free. currently 90 countries enjoy the 30-day visa exemption. the indonesian government also plans to add another 84 countries to the list. he further stated that since apec 2013 the last major international summit held in bali almost all major infrastructure has been updated, which brings improved convenience and accessibility in organizing themed breaks to must-see places. as for competition among resorts on the island, it ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 164 isn’t seen any reason to be worried, as each property has their own distinct features to suit a wide range of preferences and tastes (pasdeloup in chan, 2016). with the successful hosting of several international and local events in recent years, bali has played a dominant role in the mice industry, but the market will also become more competitive (puspa rianti in chan, 2016). rianti says for hotels in bali, the key challenge will be keeping up with trends and what's happening in the mice industry globally. she believes the island has great opportunities to attract more mice visitors with its culture, natural beauty, and variety of accommodation and meeting facilities. rianti further states that the focus will be more on the mice market and plan to attract more visitors to experience the hotels' facilities, food and culture. the goal is not only to increase the number of mice visitors, but also to invite them to experience the tourism and make them stay longer. this insight on mice is not apart from the multiplier effect of its economical side, especially for empowering the society. align with this point of view, crompton and mckay (1994) highlighted that a major consultancy executive of event organizers anticipates an event which will attract visitors from outside the area whose expenditures while they are there to represent an infusion of new wealth in to the community. as a matter of fact, the goal of organizing an event is going to generate a lot of money. this evidence can be analogically illustrated as “the fees obtained from festival and events are like a religious tithe paid to a priest to come bless some endeavor” (crompton and mckay, 1994). therefore, many people have vested interests related to the execution of festivals or events. despite the discrepancies occur because of different assumptions concerning its organization, the festival and events as well as their side business certainly brings economic benefits as an economic impact that causes the economic returns to the community and these returns will often exceed its investment which has become a critical requirement for event organizers. having the potential of tourism either in the form of natural beauty and cultural uniqueness that spread throughout indonesia, the government has attempted to dig it in by developing tourism of eco, culture, man-made, culinary, spiritual, and mice. for example, "cultural tourism can be broadly defined as travel motivated by the desire to experience a destination's culture" (cole, 2008: 61). therefore, the indonesian government launched the indonesian tourism program "visit indonesia" and the theme of the visit indonesia program in 2011 is eco, culture, and mice. cultural tourism is one of three types of tourism targeted by the provincial tourism office like in bali ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 165 province. in relation to the tourism development in indonesia, the annual bali and beyond travel fair, or bbtf, is set to return for its fifth edition at bali nusa dua convention center from june 27 to june 30. this year, the travel fair will not only promote indonesian destinations, but also be a marketplace for other countries (sarahtika, 2018). organized by the bali chapter of the association of the indonesian tours and travel agencies (asita), bbtf is a business-to-business event for local travel industry players to sell travel packages to foreign buyers. buyers include travel wholesalers, retailers, agents, conventions and incentive organizers. the tourism ministry, bbtf's main sponsor, has been working to turn the event into a marketplace with more sellers from overseas, but south korea tourism organization was the sole foreign seller in bbtf 2017. methodology the research method applied in this study is a descriptive qualitative research. in general, this study aims to determine the role of bdmc in bbtf as an event of tourism promotion. data from a study undertaken by the authors is used to illustrate the active participation of bagus discovery management company (bdmc) that manage nusa dua bali tours & travel, puri bagus hotel group, and bagus agro in bbtf by opening a booth stand in nusa dua hall of bali nusa dua convention center as the event venue from june 27 to june 30. therefore, this study investigated the role of bdmc in bbtf through the writer’s direct practices when was involved in handling the event by conducting surveys in the fifth edition of bbtf. additionally, interviews were conducted to the staff and top management of the company about the winning strategy for attracting buyers in such a potential marketing event as well as to buyers by asking their perception about the event. the data that had been classified then analyzed using descriptive qualitative based on inductive methodological paradigm by setting up the discussion from specifically principles to general before drawing a conclusion. the data used are secondary data and primary data. secondary data is data obtained from the bbtf library, namely the information of the event accessed in the website and the travel kit from the travel agent. while the primary data is data obtained directly based on the results from in-depth interviews with some stakeholders of the event organizing committee, practitioners of event organizer, and observation directly to the event done by the author as a seller. the location of the research bali nusa ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 166 dua convention centre (bndcc) by taking the bbtf for the object of research. the study was conducted for four days. samples were taken at random using survey techniques and inter views. the data consists of primary data which the answer of respondents is consisting of 50 sellers and 20 buyers who fill in questionnaires and answer interview questions, as well as interviews with the head of organizing committee and the deputy of the tourism and creative industry ministry. the data collected will be in the form of tables, pictures, and information. then the data will be analyzed using descriptive analysis, which means that the data will be described and interpreted in the form of research results. results and disscusion bbtf and the record of attendances the premier international tour and travel exhibition in indonesia, bali & beyond travel fair (bbtf) 2018 was held from 26 to 30 june 2018 at the bali nusa dua convention center (bndcc) with the theme "exploring the colors of indonesia". the participants of the event were 225 buyers from 48 countries, 230 sellers including from 3 new countries that will participate are thailand, vietnam and united arab emirates. this event was also attended by 33 international media, 21 national media and 40 industries facilitated by badung regency government. i ketut ardana (bali beyond travel fair, 2018) said that "bbtf 2018 is proud to be part of the growth of tourism in indonesia. through the theme of exploring the colors of indonesia have promoted the potential of indonesia where bali is utilized as a market place. according to the minister of tourism of indonesia, arief yahya (bali beyond travel fair, 2018) bbtf represents the spectrum of tourism at all levels. including the hospitality sector, travel agencies, national tourism organizations, conventions and travel agencies, travel technology companies, mice and corporate travel representatives as well as new regional destinations. arief yahya (bali beyond travel fair, 2018) stated further that "our biggest challenge is to build a harmonious synergy between all entities, local governments and all sectors, thereby creating the concept of indonesia joining. by 2019, the ministry of tourism has set a target to push indonesia into the top 30 countries in the world. increased 12 levels among all 141 countries in the travel & tourism competitive index by the world economic forum. to that end, this year there are three main focuses for ministries, covering digital tourism, developing home stay village tourism programs and creating greater air travel ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 167 accessibility. by focusing on these aspects, indonesia will certainly have the necessary influence to improve the level of the travel and tourism competitiveness index (ttci). meanwhile, head of tourism office of badung regency, i made badra (bali travel fair, 2018) stated that his side is consistent in supporting the success of bali and beyond travel fair event. the support is realized through the allocation of organizational and promotional budgets that touches rp. 7 billion. he further stated that "so we allocate the budget from regional budget (revenue and expenditure budget) badung in 2018 was seven billion more, since this activity is very beneficial for the government of badung regency, which establishes tourism as the core business. not limited to the budget, badung regency government has also designed sasana culture building which is located in badung regency government center. the 15,000-capacity building is projected to be the main venue for the implementation of bbtf every year. "well this can we prepare bbtf activities premises no longer rent land, because this land (sasana budaya building) we have prepared from this year, and will be completed in 2020”. figure 1. the theme of bbtf (source: bbtf.or.id.html). organizers of the 2018 bali and beyond travel fair were recording attendances at the bali nusa dua convention centre in badung regency from june 26-30. the target for this year fair is more than 400 participants eclipsing the record of attendance last year of 200 from 38 countries. buyers from more than 42 countries had registered earlier this month as well as a big contingent of media covering the event indicating a record of attendance for this fifth annual fair. industry sellers, buyers and media will converge on the popular indonesian region to preview new products http://www.bbtf.or.id/sites/default/files/news/whatsapp image 2018-04-06 at 11.47.35 am_3.jpeg ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 168 and re-visit some of the iconic destinations, landmarks, history, culture and exhibits on offer. bbtf will reunite many international tourism industry leaders gathered for a series of speed-dating-style appointments. international buyers seek the bestmatched bali and beyond tourism sellers. the event will also feature sellers from china, india, thailand, myanmar, cambodia, as well as middle eastern and european countries. figure 2. badung regency views (source: bbtf.or.id.html). meanwhile, buyers will be divided into two categories, namely fully hosted and partially hosted. the former comprises tour operators who can bring in 10,000 travellers to bali with the average expense of us$ 1,265 each per visit. tour operators in this category will have most of their expenses covered, including full accommodation, air travel and meals. organised by the regional representative council (dpd) and the association of indonesian travel agencies (asita), the travel fair will focus on “exploring the colours of indonesia.” in addition to promoting bali, the event will also highlight indonesia’s 10 most recommended and popular tourist destinations, as well as the archipelago’s cultural diversity. delegates from 21 provinces have indicated they will be on hand to promote their respective regions. the bali tourism board’s head of tourism, ida ayu indah, said “the event will help sell tour packages that cover tourist villages. this will empower the villages and give the travellers a unique experience.” this year, asita will be cooperating with badung regency officials as co-host. the badung regency tourism organization provides funding and covers promotional expenses. ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 169 figure 3. badung regency (source: bbtf.or.id.html). the badung area is a regency of bali, indonesia. it has undergone a population boom in the last decade and has grown into the largest of the suburban regions of greater denpasar. it covers bali’s most heavy tourist regions, including kuta, legian, seminyak, jimbaran, nusa dua, canggu, uluwatu, badung, and mengwi. the northern part of the regency is relatively unpopulated, and the part near the coast and west of denpasar from jimbaran and up to canggu is heavily populated. ngurah rai international airport is located within the regency. all the fair delegates will be accommodated in the area which has a myriad of luxurious hotels. interaction between bagus discovery as a seller and the buyers the visitors of bbtf 2018 in bndcc were impressed by the quality of the sellers at the fair as well as the variety of the promoted destinations. is it not only the existing destinations in bali but also learn more about other parts of indonesia? half of the tour operators were keen on famous destinations, particularly in south bali, and the rest were more open to explore other parts of bali and indonesia. some tour operators are focused on volume, so they tend to concentrate on destinations that are easy to sell. then there are tour operators who are more specialists and they’re looking for different experiences. it could be an exotic homestay, a trip to the komodo island, or the gili islands, or it could be a little cruise. for example, one of the sellers was acted by the author to sell the products of bagus discovery management company which include its some properties such as puri bagus hotel group, namely puri bagus candi dasa and lovina with its splended beaches, puri bagus manggis and bagus jati ubud with rural atmosphere and ideal for spiritual tourism of yoga and meditation, bagus agro pelaga for agritourism and adventure like hiking. before the sellers attended the event, they had to make sure that they had got the entrance pass which can be obtained prior to an application. when it had been approved then they could come to bndcc to get it as well as other amenities required as it is shown in figure 4 below. ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 170 figure 4. seller check-in form (source: organizing committee bbtf, 2018) after having the entrance pass then the sellers could enter the venue and ready to interact with the buyers in their respective booth stand as it is shown in figure 5 and 6 below. figure 5. floor lay out (source: organizing committee bbtf, bndcc, 2018). ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 171 figure 6. the seller is explaining tourism-industry products to a buyer (photo: ginaya, 2018). in addition, bagus discovery also operates nusa dua bali tours and travel with various tour products including organizing events which is commonly termed as mice. the example of handling an even which was also done by the author was familiarization trip (famtrip) on behalf of bttf. the process of handling was starting from welcoming the client at the airport for a transfer in, conducting tours until took them to the venue of the event in the bndcc. figure 7 shows the tour guide received a guide order in the office. figure 7. the tour guide shows the names of the client to be picked-up for the guide order (photo: ginaya, 2018). having held the guide order the tour guide then picked-up the client based on the flight mentioned in the guide order in which he arrived in ngurah rai international airport, denpasar, at 19:20 on 24 june 2018 by singapore airlines as it is shown in itinerary program figure 8 below. ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 172 figure 8. itinerary program (source: nusa dua bali tours and travel). after delegates been accommodated in the hotel, the following day was starting for joining tour programs conducted by nusa dua bali tours and travel. the tour itineraries were 2 full day tours of karangasem east bali and kintamani volcano for the first program and secondly was bedugul tanah lot tour before the delegates leaded to bndcc as the bbtf venue. conslusion the execution of bbtf for the sake of promoting tourism sector has given a distinctive colour to the activities of carrying out the devotion of uniform services and hospitality as it is becoming dimension characteristics of travel and tourism business industry including the entrepreneurship spirit based on the passion of developing the tourism sector itself in every countries, provinces, cities, and even ruralenchantment areas. this such a sort of point of views is in accordance to the main theme of 2018 bbtf, “exploring the colours of indonesia” which represents the spectrum of tourism at all levels as well as promoting the huge diversity of the country tourism potential as the national pride that is truly-beauty in nature and unique as well diverse in culture. the trade show of the fifth edition of the bbtf is organized by the bali chapter of the association of the indonesian travel agencies (asita) and features 320 buyers from 41 countries and 241 sellers from 6 countries. bagus discovery management company as asita’s member had vested interest in the annual event to do its best to attract buyers for its property like puri bagus hotel group including puri bagus candi dasa, bagus manggis, bagus lovina, bagus jati, and bagus agro pelaga. through nusa dua bali tours and travel the prospective buyers from europe were invited prior ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 173 to joining the event. about 15 buyers came for the preliminary negotiation setting in bndcc venue which is commonly termed as “familiarization trip” (famtrip). the delegates were served and hospitalized starting from transfer service from airport to puri bagus candi dasa hotel, then they were joining tour programs before leading to the event venue. this marketing strategy is so effective to prospect the buyers in the amid of tight competition among sellers that the company will be survive in operating the travel and tourism business industry. acknowledgment the authors would like to express their gratitude to dipa, pnb (politeknik negeri bali), bagus discovery management company, and ijaste (http://ojs.pnb.ac.id/index.php/ijaste) which have provided resources for this research in order to educate the society concerning the important thing about developing tourism sector in its respective areas which is beneficial for the people prosperity. references aryaningsih, ni nyoman; irianto, ketut; arsana, i made marsa; meirejeki, i nyoman. 2018. “constructing ecotourism-based business competency and entrepreneural spirit”, international journal of applied sciences in tourism and events, volume 2, number 1, june. available at: http://ojs.pnb.ac.id/index.php/ijaste/article/view/901. date accessed: 20 july 2018. crompton, j.l; mckay, s.l. 1994. measuring the economic impact of festivals and events: some myths, misapplications and ethical dilemmas. festival management and event tourism, 2(1), pp.33-43. ekasari, r., 2011. “budaya sumatera barat dan pariwisata: bisakah festival “tabuik” di pariaman menjadi daya tarik wisata internasional?” sumber, 640, p.263. molina, lf; morales, vg; montes, fl. 2006. interorganizational knowledge transfer and performance: knowledge transferibility and internal knowledge transfer as mediator variables. conference of university of warwick. sarahtika, dhania. 2018. “indonesian tourism ministry booth at bali and beyond travel fair 2018”. http://jakartaglobe.id/news/bali-travel-fair-expectedbiggest-asia-coming-years/. date accessed: 15 july 2018. siwan, mitchelmore; rowley, jennifer. 2010. "entrepreneurial competencies: a literature review and development agenda", international journal of entrepreneurial behavior & research, vol. 16, issue: 2, p. 92-111. sutama, i ketut; mudana, i gede; astawa, i ketut. 2017. “balinese culture and repeat visitors to bali”, international journal of applied sciences in tourism and http://ojs.pnb.ac.id/index.php/ijaste http://ojs.pnb.ac.id/index.php/ijaste/article/view/901 http://jakartaglobe.id/news/bali-travel-fair-expected-biggest-asia-coming-years/ http://jakartaglobe.id/news/bali-travel-fair-expected-biggest-asia-coming-years/ http://www.emeraldinsight.com/author/mitchelmore%2c+siwan http://www.emeraldinsight.com/author/mitchelmore%2c+siwan ijaste – international journal of applied sciences in tourism and events vol.2 no.2 december 2018 174 events, volume 1, number 2, june. available at: http://ojs.pnb.ac.id/index.php/ijaste/article/view/536. date accessed: 29 july 2018. turner, m; whitehead, i; millard, n; barr, d; howe, k. 2006. “the effects of public funding on farmer’s attitudes to farm diversification”, centre for rural research, university of exeter. report for the department for environment, food and rural affairs. www.bbtf.or.id.html. date accessed: 12 july 2018. xue, yaijong; bradley, john. 2011. “team climate, empowering leadership and knowledge sharing”, journal of knowledge management. vol 15, (2), p. 299312. http://ojs.pnb.ac.id/index.php/ijaste/article/view/536 http://www.bbtf.or.id.html/ international journal of applied sciences in tourism and events issn: 2580-5592, vol 4, no 1, 2020, pp 37-47 http://dx.doi.org/10.31940/ijaste.v4i1.1647 37 the impact of customer relationship management component on guest loyalty toward starred hotel in yogyakarta dasril indra1*, ersy ervina2 1*room division management, sekolah tinggi pariwisata nhi bandung, indonesia 2hospitality study program, telkom university bandung, indonesia 1*dai@stp-bandung.ac.id, 2ersy@tass.telkomuniversity.ac.id article history received on 14 january 2020 revised on 08 april 2020 accepted on 23 june 2020 abstract purpose: this study aims to identify the overview of customer relationship management, analyze the level of hotel guest loyalty, and analyze the effect of customer relationship management consisting of services for the long term, individual service programs and partner relationships to the loyalty of hotel residents both simultaneously and partially. research methods: this research was conducted in a descriptive and verification manner, while the research method used was a descriptive survey and explanatory survey methods, using samples through probability sampling techniques. data collection used was interviews using a questionnaire accompanied by observation techniques. data collection in the field was carried out in 2019. data analysis used path analysis. results and discussions: the results of this study indicate that; indicators of customer relationship management, and customer loyalty in four-star hotels in yogyakarta city are generally rated well by customers, which means that four-star hotels in the city of yogyakarta can raise good customer relationships and can provide high value and loyalty to their customer. conclusion: customer relationship management both simultaneously and partially affects the loyalty of four-star hotel customers in the city of yogyakarta. keywords: customer relationship management, guest loyalty, starred hotel introduction tourism development is a comprehensive development in the area of tourism as a sector proficient of driving economic activity. tourism development is inseparable from the supporting industrial sector, where this sector is expected to increase community welfare and the number of jobs. one indicator of tourism progress can be reflected in the rising number of tourists both foreign tourists and domestic tourists. the increasing number of tourists must be balanced with an increment in the need for the accommodation and other travel supporting industries. 38 the growth in tourist visits is expected to increase local income and community income and can improve the number of jobs. with the increasing number of tourists coming, of course, it can drive the business activities of other related sectors, such as transportation, accommodation, restaurants, handicraft businesses, tourism information services, tour guides and travel agents. the tourism industry in yogyakarta showed quite a good improvement, marked by the increase in tourism infrastructure and facilities including hotels. hotels or accommodations are important tools to increase tourist visits to an area or tourism location. there are 252 hotels in the city of yogyakarta, with 8,442 rooms. this number will continue to be developed until it reaches 13,317 rooms. the city of yogyakarta has become a place to stay for 38,406 foreign tourists and 457,901 domestic tourists. this sector contributed to pad in yogyakarta to rp 51.85 billion in 2015, and to rp 60.2 billion in 2016. (dinas disbudpar yogyakarta). the development of the hotel industry in the city of yogyakarta can be seen in the following table. an increase in the number of hotels will result in competition among hoteliers. table 1. number of star hotel based on classification in yogyakarta period 2016-2019 star rating 2016 2017 2018 2019 1 3 7 7 12 2 18 15 10 24 3 10 15 25 27 4 10 11 14 14 5 4 4 5 5 number of hotel 50 53 60 82 source: culture and tourism office, yogyakarta city (2018) based on the above data it can be seen that the growth of hotels number has increased, particularly 3, 4 and 5-star hotels. in 3-star hotels in 2016, there were 10 hotels and grew until 2019 to 27 hotels, 4-star hotels in 10 years to 14 hotels, and 5 of 4 hotels become 5 hotels. in 3-star hotels in 2016 there were 10 hotels and grew until 2018 to 25 hotels, 4-star hotels in 10 years to 14 hotels, and 5 out of 4 hotels to 5 hotels. developments like these bring a strong stream of competition, of course, this requires the management to be able to create superior value for customers or scv (superior customer value) to capture market share. for this purpose, conceptual sustainable competitive advantage (sca) is needed. competitive advantage position that is ready to compete in the key to superior long-term business performance. assuming competitive advantage is inseparable from the role of hotel management in identifying the fulfilment of customer needs and a customer wants and striving to fit customer expectations the number of potential hotels and the number of rooms, both star hotels and melati type hotels can be seen in table 2. 39 table 2. number of star and non star hotel recapitulation 2019 no hotel classification number of hotel number of room 1 one (1)* 7 243 2 two (2)** 16 891 3 three (3)*** 27 1.855 4 four (4)**** 15 1.080 5 five (5) **** 5 1.122 6 melati 1 51 800 7 melati 2 55 1.190 8 melati 3 76 1.261 total 252 hotels 8.442 rooms source: culture and tourism office (disbudpar) yogyakarta city, 2018 this insignificant increase in hotel occupancy rates is an symbol of the hotel's weak strategy in targeting and retaining customers. the form of value that can increase customer loyalty can be reflected by applying the concept of business practices that are focused or customer-oriented, which is known as crm (customer relationship management). the objective of crm is to find out the customer and value. in a work culture oriented to customers or hotel guests, all resources will be optimized to support strategies that can enhance company value in the hearts of customers, by implementing a reward system to be a trigger for positive employee behavior that leads to customer satisfaction. besides, it can improve the system of collection, dissemination, and application of information about customers in supporting various company activities. (francis buttle, 2007) in the hospitality industry the creation of superior value can be done by providing hotel rooms and all their facilities properly and supported by superior service. this can be reflected as an agile, friendly and caring employee (barsky and nash; 2003). for hotel customers, emotional factors also play an important role in the formation of value through perceived comfort and which products or services create unforgettable emotional experiences. market metrix (2003) divides it into five areas, namely products, employees, arrivals, values and locations. where this condition relates to products including rooms provided by the hotel that is related to room design, comfort of beds and rooms, as well as room and hotel cleanliness. other additional product attributes include good food, pleasant atmosphere, calm, and safety. according to the results of this study, hotel employees have a significant influence on the feelings of hotel customers. hotel customers expect hotel employees to be friendly, friendly, know a lot about the hotel, and pay attention to the needs of their customers. hotel customers will feel safe and comfortable knowing that hotel employees can be trusted so that guests feel comfortable with their valuables, as well as messages to be conveyed to customers, and wake-up calls. upon arrival, hotel customers expect to be greeted with a friendly and courteous attitude from hotel employees. facilities provided by the hotel in the form of complimentary gifts, food or drinks, loyalty programs, and special discounts, are added value for hotel customers. having a location that is close to the purpose of hotel customers staying provides comfort for hotel customers. strategic locations are those close to shopping centers, tourism and entertainment venues, and business centers. this is in line with research conducted by mukhopadhyay (2000) that other factors that need to be considered in hotel selection, besides giving hotel rooms and all amenities, including hotel location and how popular a hotel is. 40 based on the explanation of urgency above, it is necessary to conduct research on the impact of customer relationship management (crm) components on guest loyalty toward starred hotels in the city of yogyakarta. customer relationship management (crm) customer relationship management (customer relationship management) is a new approach in managing corporate and customer relations at the business level to maximize communication, marketing through managing various contacts with customers. this approach makes it possible to retain customers and provide continuous added value to customers, while also gaining sustainable profits. crm (customer relationship management) combines policies, processes and strategies executed by the organization into a single entity that is used to interact with customers and also to trace customer information. in the modern era, crm implementation will always use information technology to attract valuable new customers, so they have an attachment to the company. the concept of crm is inseparable from the concept of relationship marketing (rm). according to cram (quoted in chaffey, et., 2000; 294), relationship marketing is the application of the latest knowledge about individual customers consistently to design products and services that are communicated interactively in the context of developing long-term, mutually beneficial relationships (tjiptono 2006; 422). the main assumption of crm is the same as rm, namely that building long-term relationships with customers is the best way to create customer loyalty. besides that loyal customers tend to be more profitable than non-loyal customers (tjiptono, 2006; 422). managing relationships with hotel guests through customer relationship management (crm) is a strategy taken by the company in managing customers. furthermore, storbacka and lehtinen (2001: 5) put forward three crm concepts. first is creating customers. the purpose of creating customers is not only to maximize revenue from transactions but through competitive advantage that is not only based on price but also based on the ability of providers to help customers generate value for themselves. the second concept is to see the product as a process. sheth, parvatiyar and shainesh (2001: 10) suggest that crm has three types of programs, namely; continuity marketing, one to one marketing and partnering programs. the three programs have different forms for each type of customer, end-user, distributor customer and business customer. guest loyalty the concept of guest loyalty adopts the theory of customer loyalty. with the company's loyal guests, in this case, the hotel can guarantee the continuity of the company's business in the future. basically, customer loyalty is defined as a person's loyalty to something. according to oliver (2007: 392). oliver further explained that loyalty is the ability of customers or hotel guests to stay drifting and make repeated purchases of products or services with the company consistently in the future, despite the influence of the situation and marketing efforts have the potential to cause behavioral changes. from this compromise, we can see that loyal guests have long-term loyalty to a product/service or a company that has been believed. another opinion states that guest loyalty is a concept that refers to behavior rather than attitude and a loyal guest tends to show buying behavior that can be interpreted as a regular, repetitive and long-term purchase patterns, by units decision-making or decision-making unit (griffin; 2003: 5). customer expectations can be shaped by customer perception of a company. the perception itself is formed by various information received by the customer. in this case, the communication from the company plays a role. this communication can be conveyed, among others, through the relationship between the company and consumers, namely through the customer relationship management process. here customer relationship management basically provides optimal value to customers who rely on physical products and the process of delivering services to the needs and preferences of individual customers by communicating with them (nykamp, 2001: 4). 41 from the description of the concepts and theories above, it can be formulated a research paradigm regarding the impact of customer relationship management components on customer loyalty in starred hotels in yogyakarta, as shown in figure 1. research methods this research used descriptive verification, in order to get a kind of the variables of customer relationship management and guest loyalty in 4-star hotels in the city of yogyakarta. 4-star hotels were chosen because they are considered to be able to represent the crm program that is generally carried out in large hotels compared to smaller hotels. in testing the validity of a hypothesis, it is done through field data collection using survey explanatory methods. there are 2 main variables, namely x and y, which are derived from the concept: (a) customer relationship management (crm) as an independent variable (x). independent variable is a variable that gives an impact or is the cause of change or the emergence of a dependent variable. (b) dimensions of customer loyalty as the dependent variable (y). the dependent variable is a variable that influences or becomes a result of the existence of an independent variable. the population in this study were guests staying at four-star hotels in the city of yogyakarta, with characteristics adapted to the research objectives as follows:  the customer stays at the hotel at his own expense, so he feels more value than the sacrifice he makes himself.  customers who use other facilities provided by the hotel such as restaurants, cafes, and bars.  customers have stayed in hotels at least three times a year based on data from the culture and tourism office (disbudpar) yogyakarta each of the four-star hotels in the city of yogyakarta, the average hotel guest population for a month at star-rated hotels in 2018 was 47,500. in determining the sample, researchers use the basis according to suharsimi arikunto (1993: 107) stating that "if the population is less than 100 people, it is better to take all populations to be sampled so that the research is population research. furthermore, if the population is large above 100 people, 10-15% or 15-20% or more will be taken." the total sample size of respondents can be taken using the slovin formula guest loyalty  repeat buying  purchases outside the product line  recomenndation to other people  immunity to other product or service (griffin 2010:5) continuity marketing one to one marketing partnering programing customer relationship management component sheth, parvatiyar and shainesh (2011:10) doyle in sheth, parvatiyar, shainesh (2001:403) 42 (husain umar: 2002,78) so that from a population of 47,500 a sample of 100 respondents was obtained. the sampling technique in this study uses a systematic sampling technique, which is a sampling technique based on the order of the population members. determination of the sample with this technique is done by randomizing the level of the arrival of guests based and interval of arrival. the steps in taking data samples of hotel guests who stay are as follows: (a) data collection unit samples were taken during one month of research, (b) data collection of sample units is carried out three times a week, namely on saturdays for peak season, wednesday for a moderate season, and monday for low season. (c) data collection of sample units is conducted from 12.00 to 15.00 with consideration to the check-in time of guests who will stay. data obtained from the distribution of the questionnaire then tabulated by giving a value (scoring) by a predetermined scale. then analyzed using path analysis (path analysis). according to wirasasmita (2004: 1) path analysis discusses the contribution of influence and comparison of influence contribution (both overall and partial). result and discussions descriptive respondents' answers regarding customer relationship management (crm) the results of the distribution of questionnaires regarding customer relationship management (crm) at 4-star hotels in the city of yogyakarta can be identified through table 3. table 3. recapitulation of customer relationship management four star hotel in yogyakarta city hotel classifi cation no item answer total scor ring mean 1 2 3 4 5 6 7 8 9 10 four (4) star hotel 1 9 10 24 7 379 7.58 2 4 8 6 22 10 376 7.52 3 5 3 4 30 8 383 7.66 4 6 4 11 28 1 364 7.28 5 4 7 9 26 4 369 7.38 6 2 6 4 33 5 383 7.66 7 3 9 30 4 2 374 7.48 8 5 4 12 25 4 369 7.38 9 2 5 6 33 4 382 7.64 10 3 2 8 31 6 385 7.70 11 5 4 2 36 3 378 7.56 12 4 6 10 30 366 7.32 13 2 7 14 27 366 7.32 14 9 8 33 374 7.48 15 2 5 8 32 3 379 7.58 43 16 5 37 8 403 8.06 17 3 11 30 6 386 7.72 18 6 4 7 29 4 371 7.42 19 2 7 9 28 4 375 7.50 20 10 15 21 4 369 7.38 average 7.53 based on processed data above it can be observed that the results of the recapitulation of customer answers regarding customer relationship management are measured by three sub-variables, namely service for the long term (continuity marketing), individual service programs (one to one marketing) and relationships partnership (partnering programming) in four-star hotels in the city of yogyakarta shows an average variable index of and 7.53, which means customer relationship management in four-star hotels in the city of yogyakarta can be interpreted to be in the high-grade category. guest loyalty in four starred hotel in yogyakarta city based on table 4, it can be seen that the recapitulation results of guest answers regarding guest loyalty as measured by the dimensions of repurchase, purchases outside the product line, recommendations to others and immunity to competing products at four-star hotels in the city of yogyakarta show an average index of variables of 7.24, which means customer loyalty in four-star hotels in the city of yogyakarta can be interpreted to be in the high category. table. 4 recapitulation of guest loyalty answer data four star hotel in yogyakarta city hotel classifi cation no item frequency answers total scor ring mean 1 2 3 4 5 6 7 8 9 10 four (4) hotel 1 7 23 10 10 50 373 7.46 2 4 24 14 8 50 376 7.52 3 10 26 12 2 50 356 7.12 4 8 27 11 4 50 361 7.22 5 14 30 6 50 342 6.84 6 9 24 10 7 50 365 7.3 7 6 9 22 10 3 50 343 6.86 8 14 7 28 1 50 366 7.32 9 7 13 30 50 373 7.46 10 5 8 11 24 2 50 360 7.2 11 3 7 13 25 2 50 366 7.32 average 7.24 44 managerial implication the hypothesis proposed by the authors in this study is that there is an impact on customer relationship management components on guest loyalty at the starred hotel in yogyakarta. overall the results of the calculation of the path analysis can be seen in figure 1. figure 1. causal struktur relationship of component crm (x1, x2, x3) to guest loyalty (y) remark: x1 = long term service x2 = individual service program x3 = patnership relationship y = guest loyalty table 5. impact fort long term service (x1), individual service program (x2) and partnership relationship (x2) to guest loyalty (y) var direct impact indirect impact sub total indirect impact total impact x1 x2 x3 x1 15,92 8,95 7,33 16,28 32,20 x2 8,17 8,95 5,69 14,64 22,81 x3 8,35 7,33 5,69 13,02 21,37 total 76,38 source : spss data result, 2019 from the data in table 5, it can be seen that the impact or influence simultaneously or together customer relationship management consisting of long-term service sub-variables, individual service programs and partnership relationships to customer loyalty at four star hotels in yogyakarta city is equal to 76, 38%, while the remaining 23, 62% is influenced by other factors not examined by the author such as service quality and customer satisfaction. meanwhile, partially it can be seen that the long-term service sub-variable with a value of 32.20% more influences customer loyalty at the four-star hotel in yogyakarta city, followed by an individual service program at 22.81% and a partnership relationship of 21.37%. x1 y є= 0.489 0.636 0.785 0.688 0.289 0.286 0.399 x2 x3 45 parvatiyar, shainesh (2001: 403) said customer relationship management (crm) in the hospitality industry is a continuous process that manages truth momentum and seeks opportunities to create value to customers with the primary goal of stimulating customer loyalty based on constant interaction between customers, products and employees of a hotel. mukhopadhyay in sheth, parvatiyar, shainesh (2001) shows that barriers to entry and exit in the hospitality services industry are very high, therefore satisfaction, loyalty, retention, complaint handling and improvement are things that are used in the hospitality service industry to maintain relationships with the guest. in the hospitality industry, guest relations are determined by the momentum of truth which when combined with the unique characteristics of the service industry will focus on the full attention to guest expectations regarding service providers. guest expectations can be formed by customer perception of a company. the perception itself is formed by various information received by the customer. in this case, the communication from the company plays a role. such communication can be conveyed, among others, through the relationships between companies and consumers, namely through the process of customer relationship management. here customer relationship management (crm) provides optimal value to customers who rely on physical products and the process of delivering services to the needs and preferences of individual customers by communicating with them (nykamp; 2001: 4). conclusion customer relationship management (crm) component which consists of sub-service variables for long-term service (continuity marketing), individual service programs (one on one marketing) and partnership relations (partnering programming) at four-star hotels in the city of yogyakarta has an impact on the relationship that is beneficial in the perceptions of customers. things that need to be improved regarding the ease of accessing information about the hotel through the website, and friendliness in individual greetings and politeness in providing individual services. guest loyalty consisting of dimensions of repurchase, purchases outside the product line, recommendations to other people and immunity to competing for products at four-star hotels in the city of yogyakarta is at a normal stage. the thing to consider about customer loyalty is to resist other hotel service product lines. from the outcomes of the study record that customer relationship management provides a positive and significant impact on customer value in four-star hotels in the city of yogyakarta that is equal to 76.38% while the remaining 23.62% is influenced by other factors which are not examined by the author such as service quality and customer satisfaction. customer relationship management (crm) is an effort from the hotel to establish relationships with guests. this is a comprehensive service program to inspire trust for hotel guests. this can be started with the ease of accessing hotel information through the website, some customers still find it difficult, for that the hotel management in terms of accessing information delivery through the website can change providers from the internet network they use today and expand bandwidth so that information systems via the internet can be accessed for 24 hours without interruption. the hotel management can increase training for employees and hotel employees on how to handle complaints submitted by hotel customers politely and responsibly, such as personality training, interpersonal training and communication training. on the other hand, management must perform service recovery of customer complaints or complaints quickly, so as not to cause anger from guests or customers, to deal with customer complaints quickly the company can form a customer care program through one of its tools, namely service recovery and multicultural handling, this is because customers who stay at hotels in the city of yogyakarta come from various regions in indonesia. in this research has not revealed all the variables that might have an influence or impact to guest loyalty. therefore, it is recommended for researchers who interest conduct research in the same field to make observations about these variables. for example, service quality can affect value and satisfaction, 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cross-cultural comparison rora puspita sari1, fajar kusnadi kusumah putra2 1faculty of economic & business, universitas padjadjaran bandung, indonesia. 2hotel administration department, sekolah tinggi pariwisata bandung, indonesia. email: 1rora.puspita@unpad.ac.id, 2fap@stp-bandung.ac.id. abstract the purpose of this paper is to evaluate the hotels website design of two culturally discrete countries. indonesian hotels website represents the eastern countries that have high-context culture, while germany hotel websites represent low-context culture. this study evaluates the website of both countries to seek differences in terms of design elements. this study used samples from 30 five-star hotels in indonesia and 30 five-star hotels in germany. content analysis was used to evaluate the website design, the mann-whitney u test was performed to compare the differences between indonesia and german hotel website design. the results of this study found that there is a significant difference in hotel website design between indonesia and the german in terms of website presentation and navigation. the results proved that that hotel website from the high-context culture has lower quality than the hotel websites which have a lowcontext culture. future research can be conduct by adding more samples to provide better statistical results as well as to add more hotel categories based on the classification. keywords: hall’s cultural dimension, hotel industry, indonesia, germany, website design. introduction based on the latest global digital report, more than 84% of internet users are browsing for products or services before they buy it (kemp, 2019). while travel category including accommodation, is the highest e-commerce spending with total $750.7 billion around the globe (kemp, 2019). with the exponential growth of internet utilisation, hotel industry also needs to acquire the advantage of the internet. the thorough analysis of how the hotel can utilize the internet is utterly essential. nowadays, the internet generates a more significant portion for hotel reservation than traditional channels. according to brains (2016) 57% of hotel bookings were created from the internet where 65.4% of the bookings were made by corporate hotel websites consequently, building a good website is crucial for hotel companies to attain potential customers. in terms of the site, one of the most critical characteristics is design (tarafdar and zhang, 2005). to deliver the hotel’s global sales potential in its website, it is important to make careful consideration of how cultural content is presented on the website (luna, peracchio and de juan, 2002). many website designs and content across firms may be justified by cultural factors (usunier, roulin and ivens, 2009). such cultural factors includes the communications context (baack and singh, 2007; usunier and roulin, 2010), power distance (burgmann, kitchen and williams, 2006; usunier, roulin and ivens, 2009), individualism-collectivism (baack and singh, mailto:rora.puspita@unpad.ac.id/ mailto:author61@author2.com ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 94 2007; usunier, roulin and ivens, 2009), masculinity-femininity (baack and singh, 2007), and foreign language (luna, peracchio and de juan, 2002; usunier and roulin, 2010). in some cultures (e.g. scandinavians and german) communication occurs through an explicit statement in text and speech, while in other cultures (east and southeast asia countries) messages include other communicative cues. these different communication cultures are expected to be implied in the ways websites presented online (würtz, 2005). this research focuses on how communication context as the element of national culture, will have an impact on hotel websites. most research on the impact of culture on company websites has been carried out in the context of the industry generally both in business-to-business (b2b) or business-to-consumer (b2c) firms. however, studies examining the influence of culture on the website that made specifically to the specific industry are remaining scarce. in the hotel industry context, studies investigating corporate cultures in association with hotel management studies are prompting concern for future (chen, r x y. cheung, c. law, 2012). there are no exact best rules on how to present a website online; the way the company present its website will be according to the targeted audiences of the company (sharp, 2001). the way the company manage visual representation, website design influences user preferences through the use of space, text, layout, sounds, and other interactive features (visinescu et al., 2015). it is expected that there will be differences in terms of website design between two countries in the research samples, based on the cultural difference in the communication. using two countries as the basis of comparison for the national cultures, this research examines the influence of national cultures on website design characteristics in the hotel industry. as germany and indonesia represent two different cultures, this study will explore and compare the design characteristics of german and indonesian hotel websites. indonesia has significant potential in terms of internet, internet penetration reaches 56% of the population or more than 150 million active internet user, this number has risen by 13% (17.3 million) from 2018 to 2019 (datareportal, 2019b; kemp, 2019). in terms of culture, indonesia is considered to have high communication context dimensions (hall, 1976; hofstede, 2001). in terms of the hotel industry, the hotel occupancy rate during 2018 is 55.33% on average from 33 provinces in indonesia (kementerian pariwisata republik indonesia, 2018). in comparison, germany is considered to have low communication context cultures (hall, 1976; hofstede, 2001). from the recent data for internet development, germany is among the highest internet user countries in europe with 96% penetration and it continues to grow (+5.8%) (datareportal, 2019a). in the hotel industry in germany, the occupancy rate is around 53.7% in 2018 (eurostat, 2018). using two discretise cultural dimensions of indonesia and germany; this ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 95 research is expected to be able to exemplify the impact of national cultures on corporate hotel websites. website design having an internationally accessible website enables firms to communicate with a more substantial range of potential customers. consequently, firms can build the company image and create a website comprising information to educate and inform audiences globally (robbins and stylianou, 2003). the design features of the website cover the presentation and a navigational component of the website (wong and law, 2005; cyr, 2013). the design features of websites include presentation, navigation, security, and speed (robbins and stylianou, 2003; cyr, 2013). the presentation features measure visual appearance, general attractiveness as well as the interactivity of websites (abdullah, jayaraman and kamal, 2016). the features include the presence of animation, frames, graphics, sounds, and video (evans and king, 1999; robbins and stylianou, 2003; bilgihan and bujisic, 2015). navigation features will make visitors to have easier access to information (fang and holsapple, 2007; bilgihan and bujisic, 2015). navigation features include hyperlinks to other sites (fang and holsapple, 2007), search engine, and site map (merwe and bekker, 2003; robbins and stylianou, 2003; leung, law and lee, 2016). the security issue relates to the secure access used by the website. in the hotel website context, secure access associated with secure online booking and secure online payment guaranteed by the websites (robbins and stylianou, 2003; cyr, 2013). lastly, the speed feature relates to the waiting time for the visitors to access each web page. however, since the speed parameter depends on other factors such as bandwidth, weather, etc., the speed factor is omitted from this research. cultural dimensions there is strong logic to assume that national cultures influence the design of company websites. when firms are in a home country, they usually also have homogeneous employees in terms of nationality and cultures. employees talk in the same language will transmit similar cultural codes and some unique communication patterns (usunier, roulin and ivens, 2009). therefore, in the process of development and updating of hotel website by employees, website design is likely to be influenced by cultural norms; in this research is the communication style of one country. it is likely that website design will be influenced not only by customer preferences but also employee’s backgrounds. a considerable amount of literature has been published on cultural dimensions. hofstede (hofstede’s cultural dimensions) and hall’s cultural dimensions are widely known to analyse the ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 96 differences between cultures among nations. this study used hall’s (1976) cultural dimension, the communications context. hall (1976) introduced the concept of high and low context communication. he posted that a high context language is embedded in the communication or message of one person. in a low-context culture, delivery of the message is more precise, explicit, informative, and direct (hall, 1976, p. 91). on the contrary, the information contained in high-context cultures is less informative, less coded, implicit, and indirect. instead, more information is derived from the context of the message. most of the low-context countries are in europe, especially the scandinavians, swiss, and german, while the high-context culture is mostly from east asia, arabs, and latin america (burgmann, kitchen and williams, 2006). communication context is also expressed in company websites. moreover, it leads to differences in corporate website design (cho and cheon, 2005). since low-context cultures involve more explicit, context-free information, it is easier to code the message into digital communication media (in this context, is the hotel website) than information from high-context cultures (usunier & roulin, 2010). more precisely, websites from low-context cultures are easier to find on the internet, use graphics and colour more effectively, have more user-friendly navigation site, and provide more corporate and product information. websites from low-context culture are more transparent, have more precise content, and more consistent in terms of the design aspect of the websites (würtz, 2005). several studies have shown that communication context is reflected on the corporate website (cho and cheon, 2005; usunier, roulin and ivens, 2009; usunier and roulin, 2010). high-context communication has a negative influence on both informative and interactive aspects of the website (usunier and roulin, 2010). there were also negative impacts of high-context communication on the availability and quality of website design in terms of accessibility, interface, and navigation (usunier, roulin and ivens, 2009). there are differences in terms of communication styles used by corporate websites between east and west countries (cho and cheon, 2005). those studies examined websites from different countries with different product categories (cross-industry study). based on hall (1976) theory, indonesia is closer to the highcontext language communication country’s group since it is in south east asia, while germany is closer to the low-context language communication country’s group. from the differences between national cultures of germany and indonesia, it is predicted that there will be significant differences between how the countries present the design of their hotel websites. from previous research, it can be concluded that lower-context countries (as represented by germany) will be more userijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 97 friendly and thus will have better design aspect. therefore, the main hypothesis is made to be tested in this study: h1. there is a significant difference between indonesian and german hotel website design. mix results are proven in terms of the influence of culture on corporate websites. corporate websites from low-context countries are more likely to utilize interactivity functions than the high-context countries (singh and matsuo, 2004; cho and cheon, 2005). j.-c. usunier & roulin (2010) also proves that high context communication styles have a negative influence on the interactive aspects of websites. other research suggests that high-context countries have a great emphasis placed on interactive features such as images and animation (ahmed, mouratidis and preston, 2009). as website interactivity is perceived as website design presentation aspects, it is also expected that there will be significant differences between the presentation aspect in indonesian and german hotel websites. countries from low-context culture are expected to make better use of presentation features in their hotel websites. although the result later may differ, the sub-hypothesis is made in this research: ha. there is a significant difference between indonesian and german hotel website presentation design. websites from western countries tend to present better navigational features to help customers rather than websites from asia countries (cyr, 2013). there were also negative impacts of high-context communication on the availability and quality of website design in terms of accessibility, interface, and navigation (usunier, roulin and ivens, 2009). the same results are also expected in the hotel website samples between germany and indonesia. germany hotel website may have better navigation aspect than indonesia’s. it is expected that there will be significant differences between indonesian and german hotel websites. hence sub-hypothesis is derived in this research: hb. there is a significant difference between indonesian and german hotel website navigation design. users from western countries tend to take more risk in shopping online. this website security is not the main factor to be considered since the advantage is more significant than the risk (cyr, 2013). the websites from western countries may adopt the user's behaviour by not ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 98 putting security factor as the main consideration in designing a website. this result may be different from the website in the asia region. hc. there is a significant difference between indonesian and german hotel website security design. methods this research examines how hotel website design from low-context culture country differs with the one with high-context culture. as can be seen from figure 1, this research analyses how hotels from two countries present their website design. germany represents a country with low-context culture, while indonesia represents a country with high-context culture. content analysis is used to examine how hotels put and maintain the design aspect of their websites. figure 1. conceptual framework data sampling the samples for this study are 30 five stars hotel in germany and 30 five-star hotel in indonesia from both chain and non-chain hotels. the period to take the website measurement was in march 2016. purposive sampling technique is used to choose samples in this research. purposive sampling is a random selection of sampling units within a segment of the population that has the most information on the characteristic of research interest (guarte and barrios, 2006). purposive sampling technique is a non-probability sampling that is most effective in the type of research that needs a specific cultural domain with experts in it (tongco, 2007). in this research, several criteria layers were applied to select samples. the first criterion is that the samples should be at least having a five-star rating, higher hotel class is allowed. the second criteria are that the samples need to come from the local hotels. local hotels were low-context culture high-context culture germany indonesia hotel website design presentation navigation security h1 ha hc hb ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 99 selected because it is likely that local hotel brands adopt more cultural traits rather than international chain hotels which may have more standardise websites. the third criterion is that the samples need to have an accessible website during the sampling period. some websites were not accessible or under construction so they cannot be included as the research samples. the fourth criterion is that all the hotel website sub-pages need to be accessible. as several subpages of hotel websites are not accessible or only has blank pages, these kinds of websites were not included in the samples. data analysis content analysis is a technique for making inferences by objectively and systematically identifying specified characteristics of the research object. content analysis includes several steps: (1) selecting the topic, (2) deciding the samples, (3) defining units to be counted, (4) creating coding forms, (5) collecting data, (6) analysing data, (7) reporting results (lai and w., 2015). in this study, content analysis is used to evaluate the score of hotel website design. the website coding instruments are based on corporate website literature and hotel website literature. table 1. hotel website information design attributes dimension attribute score range presentation animation 0/1 frames 0/1 graphics 0/1 sounds 0/1 video 0/1 navigation hyperlinks 0/1 search engine 0/1 site map 0/1 security secured online reservation (https) 0/1 secured payment 0/1 sources: adapted from cyr (2013); merwe & bekker (2003); robbin & stylianou (2003); cho & cheon (2005); evans & king (1999); fang & holsapple (2007); bilgihan & bujisic (2015); leung, law, & lee, (2016). the derived coding instrument attributes are presented in table 1. this research used a nominal scale to evaluate the design of the hotel website (baloglu and pekcan, 2006). ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 100 the website evaluator assesses the website design quality by opening each page of hotel samples, then examines whether the website attributes are presented on the website. if the attribute is on the website, the score is one (1) and if the attribute is not presented on the website the score is zero (0). firstly, the open question attributes (qualitative data) will be coded and categorised (phelan et al., 2011). in open coding, individual data points are compared to one another and clustered with a similar group. secondly, this section will calculate all the quantitative data used in this study. the calculation for the design quality will be by merely summing up the total score of each of the attributes of every design quality dimensions. this will show that the higher the scores, the better the design quality adopted by the websites (xi et al., 2007). after the average score for each dimension for each country is calculated, the next quantitative calculation is to test the normality assumption of the data series. all data will be examined for the normality of their distribution. since this study has a small number of samples, the shapiro-wilk test is utilised to assess the probability that a sample of observations comes from a normal distribution (lewis and traill, 1998). table 2. the shapiro-wilk test results country dimension statistic distribution frequency significance germany presentation navigation security 0.715 0.868 0.656 30 30 30 0.000 0.000 0.000 indonesia presentation navigation security 0.657 0.831 0.594 30 30 30 0.000 0.001 0.000 source: authors. table 2 provides the results of the normality test. it was found that no dimensions were distributed normally. given concerns that as the normality assumption was not entirely fulfilled by all variables, non-parametric statistical techniques were applied to run the variables simultaneously to test the hypotheses. non-parametric techniques are more robust in their assumptions than their parametric equivalent (fink and laupase, 2002). the next step is mannwhitney u test statistics, will explore the differences between those dimensions between german and indonesian hotel websites. mann-whitney u test is one of the measurements that can be used to compare two independent samples, in which the concept of matched pairs does not arise, ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 101 and the samples are not normally distributed (lewis and traill, 1998). to arrive at a u-value, this test calculates the sum of ranks (or median value) in both populations, instead of using the mean ranks. thus the u-value will show whether there is a significant difference between population (jedamus, taylor and frame, 1976). discussion the number of the hotel which presents each category of the presentation attribute is based on the observation with score zero (0) was given to the hotel websites who did not have specific attributes, while score one (1) is given to the website which presents the attributes in the hotel websites. with 30 hotel samples for each country, most hotel websites have animation, frames, and graphics on its hotel website. a study by ahmed, mouratidis, & preston (2009) who stated that high-context countries had emphasized more the images and animation on the websites, is not proved in this study. however, for the presence of sounds and video on the hotel website, the german hotel website has scored higher than indonesia’s. from the findings, we can conclude that sounds, and the video was not prioritize yet by indonesia’s hotel website since only five hotels have sounds effect, and six hotels have a video on the website. table 3. website presentation score measurements country frequency percentage (%) not available (0) available (1) not available (0) available (1) animation germany 0 30 0,0% 100,0% indonesia 1 29 3,3% 96,7% frames germany 0 30 0,0% 100,0% indonesia 0 30 0,0% 100,0% graphics germany 0 30 0,0% 100,0% indonesia 1 29 3,3% 96,7% sounds germany 18 12 60,0% 40,0% indonesia 5 25 16,7% 83,3% video germany 19 11 63,3% 36,7% indonesia 24 6 80,0% 20,0% source: authors. ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 102 table 4. mann-whitney u test of german and indonesian hotel websites categories country mean rank sum of rank mannwhitney u value p value presentation germany 34.15 1024.50 340.500 0.066** indonesia 26.97 805.50 navigation germany 34.03 1021.00 344.000 0.095** indonesia 26.97 809.00 security germany 35.75 1072.50 417.000 0.542 indonesia 31.60 948.00 *significant with 5% confidence level, **significant with 10% confidence level, one-tailed source: authors. from table 4, the mean rank of all category (presentation, navigation, and security) of hotel website design aspect showed that german hotel website has better design quality than indonesia’s. in detail, there are significant differences in terms of hotel design aspect between german and indonesia websites in the presentation (p-value 0.066) and navigation (p-value 0.095) categories. it can be concluded that the primary hypothesis (h1.) there is a significant difference between indonesian and german hotel website design is accepted. this research used different website design aspect than the previous research on the impact of culture on the corporate website. this research tailored the design aspect of the website like the previous research mostly in the hotel industry. although this research tested different design aspect, the conclusion drawn with the research related to the reflection of the culture in the corporate website has similar research findings. since indonesia hotel website was found to have lower design quality (lower mean rank and the lower sum of rank), this finding was aligned with usunier and roulin (2010) stated that there is a negative impact of high context communication in the interactivity aspect of the website. this study is also aligned with cho and cheon (2005); singh and matsuo (2004) who concluded that websites from low-context cultures have better utilisation of the website’s interactive functions. it can be concluded that indonesia who has high context communication, has a hotel website that is not as interactive (has an excellent presentation) as a hotel website of low context country (germany). the first subhypothesis (ha) that stated that there is a significant difference between indonesian and german hotel website presentation design is accepted. from table 4 giving the p-value 0.095, which is there is a significant difference between the two countries. the findings were also similar to the results from usunier et al. (2009) who ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 103 concluded that high context communication countries have a negative impact on the accessibility, interface, and navigation of the websites. these findings were also aligned with cyr (2013) who stated that western countries who have low-context cultures have better navigational features than the eastern’s. indonesia’s hotel website also has significant differences as well as lower quality of navigation, interface (included in navigation aspect), and accessibility of the hotel websites. the second sub-hypothesis (hb) that stated that there is a significant difference between indonesian and german hotel website navigation design is accepted meanwhile, the p value of the security aspect is not significant (0.542). this result is not similar with cyr (2013) who stated that western countries who have low-context cultures tend to ignore the risk, thus, to have lower security aspect on their website designmore than the eastern’s. therefore, the third sub-hypothesis (hc), there is a significant difference between indonesian and german hotel website security design is rejected table 5. website navigation and security scores germany indonesia measurements frequency percentage (%) frequency percentage (%) not available (0) available (1) not available (0) available (1) not available (0) available (1) not available (0) available (1) navigation hyperlinks 5 25 16,7% 83,3% 12 18 40,0% 60,0% search engine 25 5 83,3% 16,7% 26 4 86,7% 13,3% site map 17 13 56,7% 43,3% 21 9 70,0% 30,0% security secured online reservation 2 28 6,7% 93,3% 1 29 3,3% 96,7% secured payment 10 20 33,3% 66,7% 8 22 26,7% 73,3% source: authors. from table 5 the results of navigation and security features on indonesia and german hotel websites. the results for the navigation features both for germany and indonesia were varied. for the hyperlinks available, some hotels provided hyperlinks while the rest did not provide hyperlinks in indonesia hotel websites. as for search engine, similar results were found in the presence of search engine and site map on the website. both countries mostly did not have a ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 104 search engine or search feature but provided search map on the website. the security factor for both indonesia and german hotel website was similar in details. both countries hotels have secured online reservation (the hotel address was in https:// format), but the payment pages were lack of secured trustee party (e.g. verified by geotrust a digital certificate provider). conclusion this research has reached similar results to previous investigations regarding differences between website characteristics of low-context (western country) and high-context countries (eastern country), as represented by germany and indonesia. there were significant differences in the presentation, navigation, and speed aspects of hotel websites. indonesia hotel websites also have lower design aspect quality than german websites. indonesia hotel website has lower quality in two aspects of website design attributes that were tested in this research (presentation and navigation,). it may be concluded that the hotel website from high-context cultures has lower quality than countries from low-context cultures. from this study, it can be concluded that indonesia hotel manager can learn a lot from the german hotel website in order to improve the website design quality. the adding of sounds and video to the website will add interest. providing the website with useful navigational features also will make it easier for potential customers to acquire a better understanding of the website. navigational features will also help customers to find what they want faster, for example by merely searching the search feature on the hotel website. for further studies, the approach could be improved by providing more than one website evaluator thus later performing the reliability and validity test to reduce the bias from the website evaluation results. subsequent research might add more countries to be represented as western countries and eastern countries to make a more general conclusion regarding the differences in website design between west and east hotels. the future researcher may also add more samples to provide better statistical results as well as to add more hotel categories based on the class of hotel. references abdullah, d., jayaraman, k. and kamal, s. b. m. 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(2007) ‘the quality assessment and content analysis of corporate websites in china: an empirical study’, international journal of information technology & decision making, 06(02), pp. 389–405. doi: 10.1142/s0219622007002472. international journal of applied sciences in tourism and events issn: 2580-5592, vol 4, no 1, 2020, pp 74-85 http://dx.doi.org/10.31940/ijaste.v4i1.1607 74 okokan tradition: understanding noble value in the frame of symbolic interactionalism riza wulandari1*, i gusti ayu widari upadani2, salman alfarisi3 1,2, informatic and computer departement, itb stikom bali, denpasar, indonesia3 ,sultan idris education university, malaysia 1rizawulandari@stikom-bali.ac.id, 2ayuwidari@stikom-bali.ac.id, 3salman@fmsp.upsi.edu.my article history received on14 november 2019 revised on 18 december 2019 accepted on 12 june 2020 abstract purpose: this study aims to explore the meaning of the noble value of the okokan art tradition in the village of kediri, tabanan, bali province by using the symbolic interactionism point of view. research methods: the case studies are used as a method in discussing symbolic interactions that occur in the okokan tradition performers. results and discussions: based on the results of scientific studies in the field, it was found that the okokan tradition is a form of representation of noble values in each symbolic such as the representation of seeking safety to sang hyang widhi through the offerings of the performer, the noble value of the work ethic in the manifestation of dance movements, the attributes imposed reflecting the noble values of human nature to always harmonious, and the representation of folklore displayed is the harmony of humans and nature. conclusion: symbolic interaction in the okokan tradition is a representation of the noble values that exist in kediri village, tabanan, bali, indonesia. keywords: symbolic meaning, okokan tradition, bali regional art introduction the terminology of society is a group of people who interact with each other. the life of a group of people is jointly carrying out collaborative actions with ties of social dependency between one another. the ties possessed by the community are a unique pattern of behavior about all factors of life called customs. apart from the bond of customs and traditions which constitute the life sector of a society is a sense of identity among its citizens or members. in the context of anthropology, society is the unity of human life that interacts according to a particular system of customs which is continuous, and which is bound by a sense of identity. community life is inseparable from the history of the ancestors, one of which is about art. art as an inseparable part of universal cultural elements. overview of culture is basically a whole system of ideas, actions and results of human work in the rare life of society which is made to belong to humans by learning (koentjaraningrat, 1990). mailto:rizawulandari@stikom-bali.ac.id1* 75 art is one element that becomes a portrait of human civilization. in a simple community, art tends to be seen as an expression and cultural product related to the social system of society (macaryus, 2008). art becomes an aesthetic experience embodied in behavior or activities that can be clearly enjoyed. indonesia is one of the countries famous for its art from various regions. the categories of art in indonesia are as diverse as the performing arts, art in the form of songs, art in the form of dance and others. one area that has a stake in introducing indonesian art is the island of bali. denpasar is the capital of bali province in indonesia. bali is known as ‘the island of god’ and has become one of favorite tourist destinations in south east asia. the population of denpasar has grown from 532,440 in 2000 to788,445 in 201010. tourism industry is the main driver of migration to bali. according to bali statistical bureau10 30.6% of population in denpasar migrated to bali with the highest number migration from the island of java. (tri anggraini prajnawrdhi, sadasivam karuppannan, 2015) denpasar is also the center of government, commerce, business, and education. the potential possessed by the island of bali is inseparable from the frame of art, tradition, and culture. art in bali is very closely related to religious ceremonies, beliefs and customs. this series of cultural forms cannot be separated from one another. hindu religious affiliation is a pillar of the arts that grow on the island of bali. (budiarta, 2018) the development of art on the island of bali is currently one of the factors that increase tourism that is able to bring in foreign exchange for the country of indonesia. the art and beauty of bali is a reflection of the social life of the people there. the balinese social system has been initiated by artists such as dancers, painters, carvers, and others. the provincial government of bali supports the arts as a tourism potential by holding a bali arts festival or pekan kesenian bali (pkb) every year. this aims to appreciate the arts, especially the balinese artists so that they are not eroded by time. (janiasa, n.d.). kediri village, tabanan is one of the villages that pioneered the tradition art, the okokan tradition. okokan is well known by foreign tourists as a performance art. okokan is generally made of wood which is hollowed like a block, but inside it is filled with a bat called a palit. sound instruments are generally installed on pets such as cows or buffaloes, which function as decorations or markings of these animals. the agrarian community is always close to the tradition of farming, okokan is also used as a means of entertainment or ritual events that is related to magical things. nowadays okokan is an art show at events held by the tabanan government and even the island of bali. this traditional art creates a mystical impression for tourists who are watching. (gd, wira, & natha, 2017). the development of today's modern world is indicated to threaten the traditional art of okokan if there is no effort to defend the existence. the existence of traditional arts depends on the ability of society to maintain, the art of an area can be given meaning when run by the community. (m. gina, 2014) the existence of the arts depends on the public use of which can be the sublime values or symbolic meanings contained in the arts. okokan traditional art can become the identity of tourism and culture of tabanan village. the development of tourism based on a city identity will have positive impact for the increase of foreign exchange in an area (k.m woosnam, norman, 2009). the involvement of society in tourism service industry has an important role. as a tourism based on a city identity, it needs action from the society themselves to keep their identity and features. because the involvement of features does not only sell and get profit, but also the satisfactory level of the tourists has become the benchmark of tourism activities. the continuation of tourism activities cannot be separated from the society who manage those tourisms well (meitolo hulu, m. baiquni, chafid fandeli, 2019). seeing the importance of preserving features, as in this case the okokan art tradition, then it needs to be done a preservation of the values contained in this art form so that the culture aspect of this kediri village art form in tabanan can get through the current development. identity becomes a function of communication to assert certain distinctive features in order to reveal the existence of a person or group of people in the community. communication can be a process, symbolic activity and interhuman meaning exchange. therefore, communication became a basic pattern to attract others to participate together (carole, 1999) 76 the dynamic movement of a city is inseparable from the role of the younger generation as the successors who assume the task as actors of change to create a better city than before. this has become an important basis to rise the interests and artistic talents of the younger generation as art performers in order to be able to provide innovation in the midst of an increasingly modern world but cannot be separated from the essence of the noble values of okokan. the change in the city area based on the modern times cannot be separated from the younger generation, who bear the task of being the actor of change in order to create a better city than before. this is an important base to generate interest and artistic talents that are owned by the younger generation in order to provide innovation in the development of an increasingly modern world. preserving and gaining interest and artistic talent can be used as a means of preserving the sublime values of okokan art. based on the description above, an in-depth study will be carried out on the meaning of the okokan tradition for artists in the frame of symbolic interactionism belonging to hebert mead. this study is important to know how the symbolic interactionism of art performers in interpreting the noble values of okokan art. research methods this research is a single case study, in which a directed research procedure is on one characteristic which means that this research is only conducted at one target / location. case study in this research is included in the type of qualitative research in which this research is a social research that contains an understanding as a one of the main approaches which is basically a label or a general name from a cluster of research methodologies.(sutopo, 2002) in conducting qualitative research, the researcher can be a flexible instrument, so he/she can assess the situation and can make decisions. in addition, only humans can relate to respondents or other objects and only humans are able to understand reality on the ground. a cross sectional study technique was chosen to solve the problem on this research. cross sectional study is a technique used in qualitative research with the aim of shortening observation time through observation in certain parts and finally getting a conclusion (bungin, 2003). cross sectional is a method that allows research time to be shortened to several months. the use of cross sectional technique is carried out by observing and recording the presence of symbols found in the okokan tradition art performers in kediri village, tabanan regency. this study not only collects factual data but also examines the meaning of the noble value of the okokan tradition by using the perspective of symbolic interactionism. artists in the okokan tradition were chosen as informants in this study. the selection of informants is based on the classification of age and social status in society. in addition, the informants who were considered to be able to provide information related to research problems were local religious leaders who were considered to have a role in this tradition. art figures from government circles were also selected as informants by categorizing the two groups namely the old and young groups. a stage of the social research process is inseparable from determining the results using data analysis. data analysis is a process carried out to organize data (moelong, 2007). the process of data analysis in qualitative research is basically carried out simultaneously with the implementation of data collection. there are three components that must be present in conducting data analysis including data reduction, data presentation and drawing conclusions. 77 figure. 1 interactive data analysis technique (miles,m.b, huberman,a.m dan j, 2014) result and discussions in this chapter data will be presented as well as analysis of the okokan tradition by interpreting noble values using a symbolic interactional frame that targets art practitioners. traditional art was born as a form of condescending aesthetics and entertainment. its existence is closely related to ideology, outlook on life, traditions that are applicable and enforced by the surrounding community. the existence of art that prioritizes local wisdom is currently alienated because it is considered to be inadequate to meet the demands of the tourism industry standards which are biological children of the global world (maladi, 2017). the development of local or traditional art can not be separated from the meaning, function and socio-cultural conditions that surround the scope of the community. the performers of traditional arts in their era felt more comfortable in communal life than individuals. based on the socio-cultural conditions that create togetherness, traditional performing arts are held collectively in order to prioritize peace and as an embodiment of the ancestors who created the art. starting from the attitude of prioritizing peace and tranquility in the socio-cultural conditions of a society, a number of rules, norms and forms of traditional art expression are passed on to the next generation through traditions to sustain and maintain social collectivity. pereira, 2017 said that along with the journey of the demands of the global world, the inheritance of traditions to sustain and maintain collectivity encountered quite serious obstacles. (pereira, 2017). one obstacle that occurs is the fading of cultural identity that has been inherent in the community. in addition to cultural identity, symbolic meaning in traditional and cultural arts also faded. speaking of culture, basically the relationship between humans and culture cannot be separated thus humans are referred to as cultural creatures.(billy tanius, tiurma sinaga, 2018) the culture itself consists of ideas, symbols, and values as a result of the work of human actions. humans as creatures with symbols and they give meaning to these symbols. humans think, feel and behave according to symbolic expressions. culture is also a very complex problem, as is culture that is related to the way people live, customs, and manners that is held firmly by their people. indonesian society is heterogeneous with a diversity of different customs based on customs or traditions that are still maintained today including one of traditional arts. it is important for generations, especially cultural practitioners, to know the symbolic meaning of the arts, culture and customs that are carried out so that it does not create cultural imbalances, the lack of understanding of symbolic meaning as a result of the flow of modernization in the global world. 1. okokan tradition: reviewing the track records of balinese traditional art bali is the result of the representation of the planting of cultural traditions that are currently still rooted and pervasive. starting from religious ceremonies, traditions in each region, customs, and art that is carried out every day and at certain events. this is an attraction for domestic and foreign tourists. (i wayan gede lamopia, 2018) one tradition that is still not getting 78 enough attention for foreign and domestic tourists is the okokan tradition. okokan is generally made of wood which is hollowed like a block, but inside it is filled with a bat called a palit. sound instruments are generally installed on pets such as cows or buffaloes, which function as decorations or markings of these animals. grafting is installed on domestic animals such as cattle or buffalo as aesthetics of the mark of the animal. a long time ago, a group of agrarian societies were always close to the tradition of farming, okokan was also used as a means of entertainment or ritual events that is related with magical things. okokan is a mystical activity to ward off disease outbreaks. at dusk the inhabitants would go around the village to ward off evil spirits that spread disease outbreaks. they brought a kind of bamboo sticks and pounded it which made sounds. in kediri tabanan, it is not the bamboo that is brought, but the okokan that usually hangs on the neck. in ancient times, outbreaks of disease were considered by the surrounding community as a stub of spirits, and therefore must be driven out by sounding instruments that produce sounds. so the local people of kediri village use okokan, which is played by several people. the okokan tradition has now begun to be developed in various districts in tabanan or villages in tabanan. according to information from existing community leaders namely from the village of kediri, that the okokan tradition or tektekan in the village of kediri is a hereditary tradition which at first the community did not know when it started. this means that this tradition has existed since ancient times. due to the fact that in writing there is no inscription or lontar which writes about the history of okokan. the okokan culture perpetrators are the entire kediri village community consisting of children, adolescents to adults both male or female. the process of cultural activities begins with worship activities at the respective banjar hall. furthermore, those who are "negen" or shouldering the okokan will choose okokan which will be paraded later. after completing their selection, they marched out of the banjar hall and performed a mapekeling ceremony with okokan, then after that okokan was first played in front of each banjar hall, continued to the other banjar, meaning after the attraction was done in the banjar itself, the okokan parade walks to the other banjar while playing okokan. entering 2013, based on the results of paruman (meeting) of the traditional village of kediri, the tektekan art tradition began to be revived to preserve the tradition so that it would not become extinct. tektekan held 1 (one) month before the nyepi celebration in 6 traditional banjars in the area of the traditional village of kediri. this tradition is carried out as a substitute for staging ogoh-ogoh which is usually done before the celebration of nyepi every year. according to bendesa adat kediri, anak agung ngurah panji wisnu, the okokan or tektekan tradition art needs to be introduced to the younger generation as an effort to preserve ancestral traditions without losing the sacred values contained therein. further development, in 2014 okokan was reorganized by bendesa pekraman kediri. every banjar adat is obliged to do a tektekan every night for 1 month before nyepi day. since then, the tektekan art parade was held at the time of pengrupukan (one day before nyepi) by conducting a walking tour in the area of the traditional village of kediri. this parade was held to preserve and reintroduce the sacred arts that had been in the village of kediri, tabanan. (tenaya, 2018). the existence of traditional arts and culture in the modern era is now threatened. the phenomenon that is currently happening, traditional art in the area is quite alarming both in terms of presentation, as well as the opportunity of time to make a presentation. several factors affect both the influence of the art itself, especially the arts supporting community or influences from outside the art environment, both directly and indirectly. but this does not happen to the people of kediri village who are never bored to preserve traditional art which is an element in a culture. the okokan tradition is one of the distinctive features of the traditional arts of the kediri village and is a prima donna for the artists who run the art. tradition in a cultural setting has an important meaning if it continues to be carried on from generation to generation by each practitioners during the procession of implementing tradition. in general, the older generation mostly dominates as practitioners in cultural, artistic, and cultural activities, so that some mention of pinning them as elders.(mackenzie, 1996) 79 concern is quite felt by the artists of the okokan tradition regarding the existence of the tradition due to seeing various other cultures that exist in indonesia lacking inthe form of failure of regeneration for the balinese traditional art, especially okokan. soekanto said that a generation is a group of people who are born and live within a certain period of time. from this understanding, regeneration can be referred to as a process of changing community groups that takes place continuously. the process of regeneration carried out by okokan traditional art activists is natural. they joined without coercion and planning to be prepared in carrying out this okokan tradition. the regeneration of the okokan tradition originates from young people who are members of the local banjar. in fact, there is one of the affiliated banjars in the shelter of young people to be trained in the okokan art, the bali brahma diva kencana studio. the regeneration process starts from the bali brahma diva kencana studio. packing the okokan tradition with the collaboration between the mystical rituals carried out and innovation due to the development of time can produce commodities for generations to continue to carry on this tradition for generations. the younger generation as heirs of art and culture in an area will later bear the task of advancing their area. awareness participation and support from all groups both young and old can facilitate this regeneration to run well. the young generation as cultural heirs also have a creative spirit and a high spirit so that it hopes to be a supporting inspiration for the preservation of traditional art traditions. one of the originators of the bali brahma diva kencana studio was mr ngurah adnyana. many have had scientific study about the okokan art tradition in the village of kediri tabanan, but unfortunately there are still many weaknesses and need further study. like the research that has been done by ni pt wikantariasih, etc regarding okokan in terms of arts. this study only examines okokan from the visual elements of the use of okokan for religious ceremonies and home decoration. this is seen based on differences in material, color and shape and okokan motives. okokan used for religious ceremonies lies in the sound of okokan, the motives used also do not prioritize aesthetic values. as for home decoration, the priority is the aesthetics of the color, and the symmetrical okokan shape. (ni pt wikantariasih, gd eka harsana koriawan, 2018). other scientific studies have also been conducted by i made yoga sedana, et al on the use of okokan in tawur kasanga (perspective of socio-religious education). this literature study resulted in a procession of performing rituals on the use of okokan in tawur kasanga, beginning with preparation, performing the performance and ending with the placement of okokan in banjar, kediri tabanan village. the okokan function in this study is the religious function, the complementary function, and neutralize the negative power, the function of cultural preservation, aesthetics and harmonization. the value of religious social education contained in this okokan is the value of parhayangan, pawongan and palemahan (i made yoga sedana, made sri putri purnamawati, 2019). scientific studies of okokan art are unfortunately still very minimal to be found so that further research needs to be done as an exploration of knowledge about the okokan tradition of art. to realize the preservation of okokan is not only limited to providing information to the general public about this art, but also needs to be done it is necessary to instill values for the people of kediri tabanan village, especially the younger generation so that the preservation of the okokan art is not only outwardly but also mentally expressed in attitude and the ethics of these artistic virtues. 2. noble values contained in the okokan art tradition a. banten pejati banten (offering) is a fruit of thought that means a complete and clean mind. when deeply lived, banten is a form of complete thought based on a sincere and pure heart. creating banten that will be witnessed to be beautiful, neat, lively and unique, containing symbols, begins with a clean, sincere and pure mind. the form of banten has a high meaning and value containing deep philosophical symbols. banten is then used to convey a sense of love, devotion and love. pejati comes from the balinese language, from the word "jati" gets the prefix "pa". jati means truly, sincerely. banten pejati is a group of banten which is used as a means to express sincerity before hyang widhi and his manifestations, will carry out a 80 ceremony and ask to be witnessed, with the aim of obtaining salvation. (wijayanandha, 2003) the use of banten pejati at the peak of the event serves as a sign or proof of sincerity before the previous announcement, that the ceremony will soon be held, his testimony is also requested. banten pejati can also be used at the end of the ceremony with a philosophy of acknowledgment containing gratitude and apologizing for any possible shortcomings related to the activities that have been carried out. okokan art performances always begin with a ceremony to hyang widhi using banten pejati which aims to maintain safety during the performance. banten pejati that is used consists of daksina, peras, ajuman and tipat kelanan. the symbolic interactionism matrix on the cultivation of the noble values contained in the banten pejati is as follows: tabel 1. symbolic interactionalism matrix in understanding banten pejati's noble values no. elements of banten pejati description banten pejati symbolic meaning categories of noble value meaning 1. daksina bebedogan – made from palm leaf material at the bottom is round, it is used as a place to arrange all the banten pejati equipment the basic round shape of daksina symbolizes concentration of mind towards hyang widhi wasa the nature of safety and success in life 2. tampak – made of young coconut leafs that are crossed so that it will look like tampak dara. the symbol tampak dara has the meaning of swastika in a form that is still neutral 3. benang tukeman white cotton yarn placed above tampak liaison from all aspects 4. rice basic food for human prosperity 5. base tampelan made from betel leaf which is used as a base and one sheet attached above, filled with chalk and areca nut that is folded up and down then sewn together symbolic manifestation of devotion 6. coconut the symbol of the fruit from earth which is called bhuwana agung 7. duck’s egg wise 8. bijiratus combination of five grains wrapped using dried banana leaves (keraras) the results of the earth as thanksgiving symbol 9. gantusan seasonings, salt and anchovies wrapped in prosperity 81 a container of dried banana leaves 10. perselan consists of five different types of wood leaves symbolizes cooperation (tri hita karana) 11 uang kepeng (traditional balinese money) the power core to create life and source of life 12. sesari essence symbol of karma or work 13. canang sari or canang genten symbol of asta aiswarya and panca dewata which occupy the five cardinal points. canang sari contains porosan. 14. peras means for announcement with sincerity to get the success of the event to be held. consists of tumpeng, rerasmen, fruits, snacks, rice, and sampian tumpeng the cone shape symbolizes power only on one axis, hyang widhi jajan symbolizes if you want to get success you must integrate all elements of the body namely mind, speech, energy and conscience 15 ajuman contains two penek which is a symbol of the lake and the ocean or purusha and pradana. then on top of it is placed sampyan plaus in the form of a triangle, which is equipped with poros, flowers, kembang rampe, and miyik-miyikan. as an offering to ida sang hyang widhi wasa 16 tipat kelanan tipat kelanan is a rice ketupat with a total of six pieces that are bound together by two using a mat in the form of tamas. this tipat is placed in a circle with the end of the bond in the middle and arranged with ituk-ituk as a place of salt and eggs purge symbol source : (wijayanandha, 2003) & dept interview, 19 october 2019 the above matrix shows that banten pejati is the planting of sublime values of the safety and success of mankind in this case is the art of okokan. the offerings for ancestors in the form of banten pejati are believed to affect performances at every okokan event. it is also influenced 82 by the belief of bali's customary social system which believes in the presence of ida sang hyang widhi in the tradition. here is a picture of banten pejati that used to show okokan art. figure 2. banten pejati for okokan art performance b. atribute understanding an art is not only limited to doing it every day without basis of appreciation. the value of art and culture of the region is the values contained in the culture of the region itself. cultural values are not easily replaced or removed because the cultural values as stated above are good and are considered valuable and serve as guidelines for behavior. in okokan art, many values are contained in the attributes and movements of this art tradition. in the movement for example, every movement that is displayed always tells a story about puppet life, one of which is the story of mahabarata. this art movement must go hand in hand. bringing okokan which weighs approximately 4kg must be done together and in full cooperation. the symbolic interactional matrix in interpreting the noble values of okokan traditional art can be seen in the following table: table 2. the symbolic interactionalism of the symbolization of the noble values of the traditional art of okokan no. okokan symbolic description meaning of noble value 1. the sesajen ceremony uses banten pejati representation of seeking safety in performing 2. manifestation of movements in the okokan art training process the storyline that will be played in the show contains learning about teamwork, perseverance, patience reaching the level of success of a movement. this is interpreted with the noble value of the work ethic, where in every effort or work will produce the desired goals. 3. representation of folklore such as giri toh langkir, mahabarata, nangluk merana. submission of this folklore as a form of instilling the value of local wisdom of the life of the island of bali that instills the value of family, the value of human relations and nature and the value of harmony in life. 4. attributes used in the performance tapel (mask) decoration in form of bona as a symbol of anger in casting out evil spirits beating the right and left movements as a manifestation of the noble value of harmony with each other. all 83 personnel must cooperate with each other. poleng pants as a form of life there are good and bad things. the value that is raised is the balance of life between humans and nature source :interview, 19 october 2019 the significance of the value of the noble value of the art of the show okokan consists of the value of the family in the representation of folklore, the value of life safety of ida sang hyang widhi from banten prepared, the value of work ethic in doing dance movements, and the value of life balance between humans and nature. okokan images used during performing arts events. equipment used like wood okokan, poleng pants in okokan show can be seen on the figure 3 and 4. figure 3. one of okokan instrument figure 4. two okokan performances the activity in the picture above is a manifestation of okokan art performers wearing poleng (black and white) pants attributes during the pkb event and pengrupukan day before 84 nyepi day. poleng is generally interpreted with a touch of magical and mystical atmosphere. poleng attribute is interpreted as an element of mutual duality in synergy such as rwa bhineda and the concept of sekala niskala. poleng is often found in pelinggih buildings, sacred sculptures, and also the artistic needs of dancer clothing and decoration in the gamelan. rupawan said that poleng cloth in bali is often used as a traditional balinese outfit called saput. in the okokan performance art in kediri tabanan village, they combine the elements of tri datu fabric or saput poleng, which are white and black and red. this fabric is generally understood by the balinese people as a symbol of human nature where red means hard, black means lazy, and white means wise. in addition to using tri datu poleng types, in certain events such as pengrupukan ceremony before nyepi holiday, they use the rwa bhineda poleng cloth attribute, which is black and white which means to teach a balanced life between humans and nature. analysis of the symbolic interactionalism traditional art of okokan the art portrait of okokan tradition in the village of kediri tabanan is a manifestation of the symbol created from the interaction of the art actors. the symbol contains a meaning of sublime values that can be used as a means of communication to influence one another so that when displaying the art of performing the tradition okokan will be more meaningful and interesting. the traditional art of okokan is a cultural product that must be kept in existence and existence. this art is not only a performance but also teaches moral guidance for the people of kediri tabanan and surrounding communities. the sublime value contained in the interaction symbol of the okokan art forms the same value classification pattern of the universal value developed by kluckhohn. according to kluckhohn, the value of the kluckhon value includes a universal problem concerning the nature of life, works and work ethic, human and natural relationships, and human relationships with a contraman. (kluckhohn, 1951) thus, the symbol that creates interactions in the art of okokan contains a lot of live learning to be defended by the younger generation. conclusion symbolic interaction in the okokan tradition is a representation of the noble values that exist in the tabanan kediri village. these noble values include values about the nature of life, noble values regarding the balance between humans and nature, values of prosperity, noble values about work ethics and gratitude towards sang hyang widhi. these noble values are important to be applied to social life, especially for young people as artists. the meanings and symbols contained in the okokan tradition art are derived from banten pejati, okokan art attributes, movement manifestations, folklore plot is a representation of the cultivation of noble values in daily life such as the mahabarata story, giri toh langkir story, and nangluk merana story. representation of these noble values is also a form of preservation of the okokan tradition as an identity or tourism icon in the kediri village of tabanan in the aspect of art and culture so that it is expected that young artists who can follow the development of the era by innovating but not separated from the essence of the meaning of noble values contained in the okokan tradition of art. acknowledgement thank you and highest appreciation to all supporters of the implementation of this research, especially to sanggar brahm diva kencana, mr. adnyana, and who have provided a lot of input and direction for this research. references budiarta, i. p. 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(2009). exploring the theoretical framework of emotional solidarity between residents and tourist. journal of travel research, 48, 245–258. http://ojs.pnb.ac.id/index.php/ijaste/article/view/1180 international journal of applied sciences in tourism and events issn: 2580-5592, vol 4, no 1, 2020, pp 1-11 http://dx.doi.org/10.31940/ijaste.v4i1.1772 1 travelers’ motivations to travel abroad during covid 19 outbreak iin rachmawati1*, kumiko shishido2 1* english language study program, stkip pgri bangkalan, indonesia, 2language department, osaka university, japan 1*iinrachmawati85@gmail.com, 2kumikoshishido@gmail.com article history received on 23 march 2020 revised on 21 april 2020 accepted on 21 june 2020 abstract purpose: the purpose of this study is to know the impact of covid 19 to travel desire of those indonesian travelers to travel abroad. research methods: this study used mix methods to give details on the data which was produced by the media related to this corona virus or more recently popular as covid 19. the data has been gathered in the form of numbers and tables about the spread of covid 19 over the world, about the victims infected by this virus over the last three months, as well as about the direct impact on the tourism sector for indonesian travelers to travel abroad. then, the data has explained descriptively in order to get deeper understanding about covid 19 facts and travel impact towards indonesian travelers. results and discussions: the result showed that the spreading has happened almost in the entire world with most infected area is around asia and europe with the total case of 245,612. the death victims are 10,048 people and the survivors are 88,437 people. the data statistics are also showed for about 78% indonesian travelers chose to cancel and reschedule their travel plans to abroad as well as 22% of them still have no idea what to do with their future trip. conclusion: it can be concluded that covid 19 has hit the tourism sector in indonesia. keywords: indonesian travelers, travel motivation, travel abroad, covid 19 introduction the fact showed that since the end of 2019, the world has been shocked by the virus attack which is popularly named as covid 19. this virus had started december 31st 2019 in wuhan, china. covid 19 is an acute respiratory infection, a typical of infectious disease that is caused by severe acute respiratory syndrome. the experts knew covid 19 as sars covid 19 2/sars cov-2 (the guardian news, february 22nd 2020). these symptoms are including fever, dry cough, fatigue, sore throat, and the shortness of breath. it can cause pneumonia (with breathing difficulties and organ failure for more severe infections). covid 19 spread over via respiratory droplets produced from the airways during sneezing or coughing. there is no vaccine for covid 19 so that it is really increasing the risk for elderly people as well as for those who have existing respiratory or immune problems. the mailto:iinrachmawati85@gmail.com1 2 world health organization (who) declared this 2019-20 n-cov outbreak to be a public health emergency of international concern (pheic). nowadays, people all around the world have known covid 19 as the name of covid 19. recently, on february 11th, the who had announced the name of covid 19 because the experts think that they need to find a name which did not refer to any individual or group or people, to any geographical location, and any animals. the chosen name of covid 19 is due to the reason that this name is pronounceable and related to the disease so that it can significantly prevent inaccurate thingy or stigmatizing (the guardian news, february 22nd 2020). due to the seriousness symptoms of covid 19, it has started to significantly decrease the motivations for most travelers across the globe to travel around. since who reported that the virus had affected more than 89,000 people around the world and causing over 3,000 deaths, there are many travelers out there who decide to reschedule or even cancel their trip to another country (richards & wilson, 2020). this fact is considered to be really bad for those who had worked in the tourism industry including the airline services, hotel and restaurant services, as well as any other sectors under hospitality industry (cook, 2016). even the newest fact stated that some amusement parks such as tokyo disneyland, universal studios japan, the legoland japan, and disney sea closed temporarily (kompas travel, 29 february 2020). then, the travelers had begun to postpone and cancel their trip as of february 29th, 2020; some countries like china, iran, hong kong, italy, japan, singapore, south korea, and usa were having evidence of the community transmission of the virus (tempo travel, 29 february 2020). suddenly, people all over the world had started to get panic attack. they not only postpone and cancel their future trip, but they also decide to buy daily necessities impulsively which later makes the prices go higher and higher (detik news, march 2nd 2020). this kind of phenomenon is very interesting to be discussed deeply so that this article has been made in order to give details on the data presented on the media, including mass media, internet media, and electronic media. the data includes the number of the most infected areas attacked by covid 19, the number of the victims (the deaths and the survivors), as well as about the relationship between the covid 19 outbreak and the decreasing number of travel motivations of indonesian travelers. the mortality rate during covid 19 outbreak is around 2%. if it is compared to the seasonal flu which has mortality rate below 1% and causing 400,000 deaths each year, the attack of covid 19 is quite severe and need to be handled very soon (lowcock, 2020). until march 20th 2020, it is reported that the covid 19 is affecting 179 countries and territories around the world as well as one international conveyance (the diamond princess cruise which is harbored in yokohama, japan). the un humanitarian chief, mark lowcock stated that both who and unicef help to fun countries which have such fragile health systems. the grant given is about us$15 million from the cerf (central emergency response fund) and it is including the grant for monitoring the spread of the covid 19, investigating some cases, as well as for operating the national laboratories in those countries (lowcock, 2020). it is because the covid 19 is now announced to become pandemic for people since it has been affected 119 countries from 195 countries in the whole world (bbc news, 11 march 2020). thus, a professor from global school of public health, david abramson, stated that the travelers must be aware of the global effect of covid 19 when they decided to travel abroad. it is in line with some travel warnings stated by some governments such as the u.s state department that has issued varying levels of travel warnings for countries in which there are found current outbreaks (cnn indonesia, 2 march 2020). the highest level is regarded to be in level 4: not to travel to the country, where it has been applied to iran, china, south korea, and italy as there has been found for more than 85.853 people are having infected by covid 19 until 10 march 2020. giuseppe conte, italian prime minister, said that all restaurants, cafes, offices, businesses, and schools must close in the afternoon. also, people are now allowed to gather around in a group and the new rule said that the space between people when having an interaction is about at least one meter (liputan6, march 12th 2020). until 16 march 2020, indonesia has 250 covid 19 cases with one of them is declared to die. 3 achmad yurianto, indonesian government spokesman for covid 19 control, said that the incubation period for covid 19 has been extended to 28 days, after previously set for 14 days. this step is based on consideration that covid 19 is not easy to be detected when someone is first being infected (tempo nasional, 5 march 2020). and the latest news stated that the president of indonesia, joko widodo, was giving instruction for closing schools, colleges, and universities temporarily from march 16th to march 28th 2020 in order to avoid the spread of the covid 19. all people are instructed to stay at home and not going anywhere except for something really important such as getting medical treatment or buying some groceries. due to the high risk of traveling while covid 19 is still around and spread quickly among the societies, several official and trusted websites such as time.com declared about considering to cancel and reschedule travel plans in the near future. both international and domestic trips should be canceled or rescheduled for amid concerns over covid 19. moreover, guidelines for traveling around have become more complex as more than 94,000 of covid 19 cases and more than 3,500 deaths have been announced across 121 countries and territories (gajanan, 2020). there are some airlines have suspended or reduced their services to countries with the highest number of covid 19 cases such as china, italy, iran, south korea, and parts of spain, france, and germany. travel warnings are everywhere to protect every single citizen of certain countries and territories such as travel warnings for u.s residents. in the other side, the global airline industries have faced disadvantages of more than $113 million due to the virus outbreak (bbc.com accessed march 10th 2020). in indonesia, the most affected travel destination is bali. the owner of rai water sport in denpasar, anak agung raka bawa, said that almost 90% of tourist bookings in his place until may 2020 were being canceled since the virus outbreak (bbcindonesia.com accessed march 8th 2020). this is mostly because 80% of visitors in rai water sport are coming from china. not only tourist destinations that was facing difficulties during covid 19, but also effected on the decreasing numbers of hotel occupancy in bali. since the virus outbreak, the hotel occupancy rate in bali has decreased for over 70% since february 2020 (bbcindonesia.com). before covid 19, bali had already faced similar crisis such as during sars in 2002, bali bomb in 2002 and 2005, and gunung agung eruption in 2017. but, those entire crises are not as worse as covid 19. the affected areas in indonesia are not only bali, but there are also yogyakarta, bandung, manado, belitung, and lombok (suara.com accessed march 9th 2020). also, covid 19 pandemic was confirmed to have spread to indonesia on march 2nd 2020 with the first case found in amigos restaurant in kemang, jakarta. and as of march 20th, this pandemic has been spread to sixteen provinces including riau, north sumatra, riau islands, lampung, banten, jakarta, west java, central java, special region of yogyakarta, east java, bali, east kalimantan and west kalimantan, as well as north sulawesi, southeast sulawesi, and south sulawesi (source: wikipedia.org). the extreme decreasing number of hotel occupancy rate in indonesia for about almost 70%, forced the owners and the entrepreneurs to give unpaid leave for their staffs (katadata.co.id accessed march 13th 2020). this decreasing rate of tourism industry then affects on retail industry as roy mandey (chief of association of retail entrepreneurs in indonesia) said that retail industry in indonesia has the potential to lose benefits for about $48 million as the number of tourists from china has been decreased significantly in the past two months. it is predicted that for about 299 imported goods from china are being decreased or even lost from indonesian market (katadata.co.id accessed march 13th 2020). in the near future, it can affect more on the increasing rate of domestic inflation. of course, all those conditions above are potentially affected by the declined number of tourists and travelers due to the ‘fear of the virus’. wishnutama the minister of tourism and economic creative stated that the government decided to postpone giving incentives to tourism and promotion to several countries which were affected by covid 19 until the situation can go back to conducive. this is considered to be one great anticipative step to protect indonesian people so that there won’t be any more victims in domestic area. wishnutama (on march 5th 2020) also stated that this is done by the government not only to protect indonesian people including their safety and 4 healthiness, but also to increase the conductivity of indonesian tourism ecosystem in general as well as to increase the quality of tourist destination through the program of environmental sustainability, health and hygiene, safety and security. research methods this study used mix methods: qualitative and quantitative method in order to give details to the readers about some facts related to covid 19. first of all, the data has been gathered in the form of numbers and tables about the spread of covid 19 all over the world, about the number of victims infected by this virus over the last three months, as well as about the direct impact on the tourism sector for indonesian travelers to travel abroad after the attack of covid 19. then, the data has explained descriptively in order to get deeper understanding about covid 19 facts. this kind of descriptive qualitative method is needed because this method can be potentially used to understand deeply about several things related to the complex phenomena as well as its process within social life practice (uwe, 2014). because the main goal of this study is to get to know more about the impact of covid 19 to travel desire of those indonesian travelers to travel abroad, the use of mix method has done. moreover, the use of mix method can be the best method to give details in numbers as well as to describe it according to the data collected so that the readers can simply understand holistically about the facts behind covid 19 (hilal and alabri, 2013). all data has been gathered through various media including mass media, electronic media, and internet media from january to march 2020. the time period has chosen because the writers consider that it is the time when covid 19 first appeared and infected people in wuhan until the national emergency response situation has been declared by the president of indonesia, joko widodo on march 15th 2020. result and discussions the cdc (the center for disease control and prevention) has issued the same travel recommendations for all travelers across the globe. for example, cdc has warned people to avoid non-essential travel to certain countries like china, japan, italy, south korea, spain, and iran (time.com, accessed march 14th 2020). in this situation, restricting travel and transport people from one place to another is the most effective way to do, as stated by the world health organization (who), but on the other hand, it has negative effects such as interrupt technical support and needed aid, disrupt businesses as well as have social and economic effects on the affected countries as stated by new york times report (accessed march 12th 2020). based on the research data from www.ourworldindata.org/coronavirus written by m. roser collected from december 31st 2019 until march 19th 2020, there have been already 245,612 cases of covid 19 in the world with the death rate for about 10,048 and recovered rate total 88,437 (updated march 20th 2020), as we can see the data in table 1. 5 table 1: covid 19 cases in the world traveling within the u.s is also restricted these days. according to new york times report on march 12th 2020, united airlines tends to cut some of their domestic trip services within the u.s region. of course, what many travelers and tourists think about next is about travel insurances. in normal condition, having travel insurance is a must so that everything happens during traveling can be monitored and guaranteed. but during the covid 19 outbreak, there will be difference in rules for travel insurances. according to squaremouth, the standard travel insurance policies usually do not cover any travel cancellations because of ‘fear of traveling’. thus, covid 19 outbreak has become a situation of force majeure which does not covered by travel insurances. and from squaremouth website, it can be concluded that almost 28% number of people who tend to search for trip cancelation coverage since the covid 19 outbreak began. for more, another hospitality industry which tends to face numerous delay travel bookings is the cruise industry. according to the wall street journal, cruise operators in asia lose over $550 million this year since the outbreak began. the covid 19 has already affected various cruise lines including diamond princess cruise which was being quarantined in japan after six passengers of that cruise have died after contracting the virus. indonesian citizens are also contacting with other passengers in the cruise and reported to being positive of covid 19 (liputan6). the cdc had once said that cruise lines are considered to be one of the highest risk transmissions of covid 19 because it has an environment where people are in close contact. it is very easy to transmit the virus through person to person exposure of the respiratory droplets or contact with contaminated surfaces. according to travel health notice level 3 (countries with level 3 travel health notice are including iran, south korea, china, austria, italy, czech republic, belgium, denmark, estonia, finland, germany, france, greece, latvia, hungary, iceland, luxembourg, lithuania, malta, norway, netherlands, poland, portugal, slovenia, slovakia, switzerland, spain, sweden, monaco, san marino, vatican city, england, wales, scotland, northern ireland, and republic of ireland), someone will need to stay at home for self-isolation for a period of 14 days after the time they left area with widespread or ongoing spread community. in this situation, practicing social distance is the most essential thing to do everywhere. not only in the usa (the department of state) and most countries, the government of indonesia also stated that all indonesian citizens need to reconsider to travel abroad due to the global effect of covid 19 (kompas travel). there are many countries throughout the whole world starting to take actions which may limit travel mobility including quarantines and border restrictions. that is why; it is better 0 50.000 100.000 150.000 200.000 250.000 300.000 january february march total cases total deaths 6 if people all over the world decide to stay at home in order to stay away from unnecessary contact with other people as well as to stay away from any strict travel mobility. when the worst thing happens, it would be quite difficult situation for everyone around the world to keep safe. this condition makes a lot of people, especially in indonesia; decide to stay away from any crowds temporarily as informed by the indonesian government and the time is effective from march 16th 2020 to march 31st 2020. from march 2020, it is reported that most travel plans have been canceled and rescheduled by the indonesian travelers, especially when they have travel plans to abroad in the near future (kompas travel). for instance, based on the data from the director of air asia, it can be seen that more than 57% of booking airlines had canceled and rescheduled until the end of april 2020. at the same time, there are also a few hotel bookings, both for the local destination and international destination, have canceled by the indonesian travelers (kompas travel, march 4th 2020). moreover, valencia nugroho (an indonesian traveler who had just arrived from her trip to south korea in february 28th 2020) said that some countries have determined to check all the passengers strictly than before. there are a lot of procedures done by the officials in the airport such as checking the temperature, checking the luggage, doing the hygienic protocol, as well as asking all passengers to fill the form about the last fourteen days of travel history and health following the increasing spread number of covid 19 in indonesia. this kind of condition makes a lot of indonesian travelers who have travel motivations for about almost 80 percent to travel abroad before the covid 19 outbreak has decreased into half of the total percentage. this is strengthen by the fact stated by some owners in the travel industry (as reported by katadata.co.id) that hotel services and other hospitality services are being the hardest-hit industry affected by covid 19 outbreak. in short, the covid 19 cases in indonesia can be seen in the table 2 as follows. table 2. the covid 19 cases in indonesia source: emerging infection (info kementerian) (march 2020) from the data above, it can be clearly stated that from day to day, the case number of covid 19 in indonesia has increased significantly and it has reached 309 cases (with total 25 0 100 200 300 400 deaths recoveries total cases (active) 7 death rates and 15 recovered rates) until march 20th 2020. cnn indonesia claims that the death rate in indonesia is regarded to be the highest rate in the whole world. the data also showed that the percentage of death rate in indonesia is about 8.37% which is double the death rate in the world. with the high percentage of cases and death rates, there are more indonesian travelers today who tend to be afraid of traveling abroad during this uncertain time. actually, there are several risks to travel during covid 19, including something like travel disruptions, service cancellation, sudden border closing, and hotel quarantine (trudeau, 2020). the canadian prime minister justin trudeau has announced these four travel risks during covid 19 that must be taken attention by all travelers all around the world, including all indonesian travelers. first, it is about travel disruption. everyone who has the plan to travel around, whether it is in local or even in abroad, they will need to make sure that their trip is going well and no disruption during the trip. but, during the covid 19 outbreak right now, it is more difficult to make the trip to go on its way since there are so many added things we need to prepare from the departure until the end of the trip. anyone’s trip would be really annoying if suddenly, due to the increasing number of victims of covid 19, there are more and more tourist attractions are being closed temporarily. it is not including the risk of travel disruption when the local government tends to decide to close some stores for the sake of everyone’s safety. according to the data from kompas travel, there are 40% of indonesian travelers who experiencing those kinds of travel disruptions when they travel abroad. for the example, deni nugroho (a businessman from jakarta who went to travel to japan at the end of last january 2020) said that he was supposed to go to universal studios in tokyo but in fact, he could not entered that amusement park because it was temporarily closed. secondly, it is about service cancelation happens while traveling during covid 19 outbreak all around the world. according to the data from katadata.co.id, it can be referred that there are numerous service cancelation happens during this uncertain time. for instance, there are many workshops and seminars are being canceled or rescheduled so that it is affected on the scheduled of hotel bookings, airplane tickets or train tickets or bus tickets, as well as transportation vouchers bought by the participants. in the tourism industry, this kind of traveling can be categorized into business travel. another service cancelation can also happen to numerous tickets to enter the museum, tourist attractions, amusement parks, and any other hospitality services in order to avoid any gathered crowds and to support the program of creating social distancing. then, it’s about sudden border closing. there are several countries especially in europe and canada which tend to restrict their border to slow the spread of covid 19. following america, canada is now temporarily closing border to non-citizens in order to reduce traffic between domestic and international borders since march 10th 2020. the governors in the area of canada and u.s are also closed all schools, hospitals, gyms, bars, restaurants, casinos, cafes, and any other public spaces. also, they prohibited gatherings for more than 200 people (trudeau, 2020). indonesia has also been restricted some international travel especially from china, japan, and south korea started from february 3rd 2020. those who are just visiting china, hong kong, taiwan, japan, south korea, and macau are also banned to enter indonesia, both for traveling in indonesia and for transit. besides that, the government of indonesia has also delayed the visa service and free visa on-arrival for china citizens. also, the government of indonesia has declared about travel advisory to singapore since the government of singapore decides to increase the level of visiting to indonesia from yellow to orange level. one indonesian citizen who works in singapore has reported to infect covid 19 because she is infected by her boss. the president of france, emmanuel macron, stated that france imposes a nationwide lockdown due to the high increasing number of covid 19’ victims throughout europe. this action follows what is first done by the officials in italy since italy has become the hardest hit country in europe because of covid 19. emmanuel declared that ‘we are at war’, as he prohibited public gatherings of any size as well as postponed municipal elections. moreover, 8 olivier veran, france’s health minister stated in his twitter account about the needs of all citizens all over the world to work together to end this epidemic. in asia, there are also several countries which tend to decide to go for lockdown their countries in order to get rid of the high risk of covid 19’ infection. countries like singapore, china, and the last is malaysia. the prime minister of malaysia, muhyiddin yassin, informed about the lockdown in march 16th 2020 which is effective from march 18th until march 31st 2020. on march 17th, joko widodo informed that indonesia might not do the lockdown because the government will focus more on policy to close schools, colleges, universities, and some offices for the duration of two weeks (until the end of march 2020). the last risk is about quarantine including hotel quarantine risk. the meaning of quarantine here is more about self-quarantine such as the recommendation from department of public health and environment in colorado stated about self-isolation from anyone who visited the state’s most popular ski resorts like aspen and breckenridge. the self-isolation means that they need to get tested whether or not they have some covid 19 symptoms. in indonesia, there is a case where four seasons hotel and resort in bali quarantines 54 staffs as precaution against covid 19 (jakarta post, march 12th 2020). this policy has taken following the death of a british tourist from covid 19 on the resort the day before. indonesia has informed that everyone who has visited certain area or country tends to wish to do selfisolation for at least fourteen days. they can do self-isolation to just staying at home and only going out for buying everyday needs or for some urgent reasons. thus, based on those facts, the only sensible thing to do to get rid of covid 19 is to stay at home. even if it is needed to go somewhere, it is really substantial to always take precautions outlined by health agencies including remember to always wash hands after holding anything as well as remember to keep away from the crowds as much as possible and keep the social distance for at least 1-2 meters away (abramson, 2020). joko widodo, the president of indonesia has announced the instruction to the media to stop any schools, colleges, and universities’ activities from march 16th until march 28th 2020 as an effort to protect indonesian people from the infection of covid 19. all people in indonesia are expected to follow all the instructions of the government in order to protect themselves and people around them. also, president expected that all people choose to stay at home, work from home, and pray at home during 14 days of isolation (joko widodo’s speech on march 15th 2020). this announcement means that even though the schools are closed day off, it doesn’t mean that the parents can bring their children or teenagers to go on holiday because there are still many tasks they need to do and it is safer to stay at home, and minimizing contact with others. thus, in table 3 below, it can be seen that indonesian travelers chose to cancel and reschedule their travel plans due to this uncertain covid 19 period. table 3: data collected from indonesian travelers through social media (www.facebook.com/backpackerdunia/) cancel trip reschedule trip no idea 9 from table 3, it can be concluded that there are 57% of indonesian travelers who decide to cancel their future trip, 21% of indonesian travelers decide to reschedule their future trip, and for about 22% of those indonesian travelers who still do not know what to do with their travel plans. thus, it is very clear to state that there is 78% of indonesian travelers choose to cancel and reschedule their travel plans in the near future. the direct impact is really happened especially in the hospitality industry. there are various segments under the hospitality industry which tend to feel the decline of the numbers of consumers including hotels, tour and travel agents, restaurants, public transportation services (airlines, trains, buses, taxis, and online vehicles), money changers, and many more tourism industries. for instance in jakarta, the government of dki jakarta has announced its people to choose riding their own vehicles over using public transportation for certain period of time until the virus outbreak decline (trans tv in good morning program, march 16th 2020). the government of dki jakarta has also announced that there will be re-arrange schedule for busway, mrt, and lrt. busway and mrt will depart every 20 minutes (as before depart every 5 minutes), lrt will depart every 30 minutes (as before depart every 10 minutes). and the operated hour of mrt and lrt has changed from 6am to 6pm (as before operated from 5am to 12 am). all of those change scheduled of public transportations in jakarta done in order to push people to start using their own car or motorcycle temporarily until the situation is under control. one great effect of covid 19 in indonesia especially in the aspect of hospitality industry is that there are many tourism industries which tend to depend on the numbers of domestic travelers to travel in the local area. the owner of padma tour organizer, wina sutoyo, said that there is the decreasing number of indonesian travelers to travel abroad in the last two months. and not only about the quantities in traveling abroad, but also about travel motivations of these indonesian travelers has decreased most this time due to the pandemic of covid 19. these days, the government of indonesia has declared that indonesia is at ‘yellow zone’ of risk assessment level for covid 19 (cdc, 2020). covid 19 has become a pandemic in the whole world so that it can only be stopped if every element of the society can work together to start isolating themselves for the sake of saving the countries’ population. conclusion since the end of 2019, the world has been shocked by the virus attack which is popularly named as covid 19 or recently called as covid 19. this virus had started december 31st 2019 in wuhan, china. since that time, this virus has worldwide impact with the reported data claimed covid 19 is affected more than 179 countries and territories in the whole world as well as one international conveyance (the diamond princess cruise which is harbored in yokohama, japan). this worldwide impact is generally hit hard travel and hospitality industries all around the world, including in indonesia. bali is considered to be one of the most affected areas in indonesia which is hit hard by covid 19 outbreak. the growing fast number of covid 19 spread in indonesia since march 2nd 2020 has made most of the indonesian travelers tend to be afraid of traveling abroad since most covid 19 cases happened in indonesia are affected by those who have just traveled abroad. thus, there are 78% of the indonesian travelers who decide to cancel and reschedule their future plans with the total percentage of 57% cancel their trip and 21% choose to reschedule their trip. and there are still 22% of them who still do not have any plans with their future travel. according to trudeau (2020), there are several risks to travel during covid 19, including something like travel disruptions, service cancellation, sudden border closing, and hotel quarantine. the canadian prime minister justin trudeau has announced these four travel risks during covid 19 that must be taken attention by all travelers all around the world, including all indonesian travelers. acknowledgement the authors want to say thank you to all the lecturers in english education department who have been given all the best supports during this uncertain time. 10 references abramson, david. 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https://en.m.wikipedia.org/wiki/2020_coronavirus_pandemic_in_indonesia. accessed on march 20th 2020. https://covid19.kemkes.go.id. accessed on march 20th 2020. proposal pengabdian pada masyarakat ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 158 structural models for sustainable tourism development in medan city edy sahputra sitepu1, rismawati2, dewi comala3, edi putra berutu4, jamardua haro5, agus edy rangkuti6 1,2,3,4,5,6 administrasi niaga, politeknik negeri medan, indonesia. email:1eddiestp@gmail.com, 2 rismawatisitumorang2004@yahoo.com, 3dewi.cs_83@yahoo.com, 4edi.berutu77@gmail.com, 5jamar2haro@gmail.com 6arangkuti@yahoo.com. abstract medan city is currently designated as one of the 20 national tourism destinations that implement sustainable tourism development (std) in indonesia. the commitment to implement std nationally is marked by the signing of the text of the memorandum of understanding (mou) of 20 regional heads who are committed to implementing std together with the indonesian ministry of tourism. furthermore, under the supervision of the republic of indonesia ministry of tourism, 20 existing regencies / cities made various improvements in each region so that they were finally eligible for std certification from the std international certification body. medan city itself, through the medan city tourism office, related to the implementation of the std, has established a number of leading tourism destinations. it is hoped that in the future, medan city will have tourist destinations that have received std certification. this research was conducted to formulate a model of implementing sustainable tourism development in medan with a total sample of 220 people spread over 11 leading tourist destinations in the city of medan, samples were taken with a purposive random sampling technique. the research variables used include; sustainable management, socio-cultural benefits, economic benefits for the surrounding community, environmental benefits and the application of sustainable tourism. data analysis was carried out with a structural model of the structural equation model (sem) with the help of amos 22 software. the results showed that the management aspects, economic aspects, socio-cultural aspects of environmental aspects, and the impact of tourism directly and indirectly have a positive effect on the implementation of sustainable tourism in the city of medan. keywords: sustainable management, sustainable tourism, sustainable tourism development introduction the idea of sustainable tourism development is an idea that has developed since the release of the brundtland report. related to the report, in the context of sustainable tourism, tourism is related to how to manage the desires of the present generation by mailto:eddiestp@gmail.com mailto:rismawatisitumorang2004@yahoo.com mailto:dewi.cs_83@yahoo.com mailto:edi.berutu77@gmail.com mailto:arangkuti@yahoo.com ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 159 not ignoring the interests of the next generation (wecd, 1987). since then, the concept of sustainable tourism has become the main discourse for various groups, tourism destination owners and industry managers, environmentalists, communities, developers, politicians and academics (macnaghten & urry, 1998). furthermore, in his report hall & dickson (2011) mentioned a key factor in organizing ideas and policies for sustainable tourism development based on the united nations environment program (unep) and the world tourism organization (unwto). this policy has 3 pillars that are balanced, namely; a) economic, b) socio-cultural and 3) environmental sustainability. on the other hand, related to efforts to balance the 3 pillars, cater (1995) argues that the language of "balance" can be misleading because economic growth through tourism will often conflict with environmental protection, with difficult "exchanges" needing to be made between economic, social dimensions and the environment. liu (2003) also mentioned that it is still patchy, not integrated and assumptions that are still likely to be wrong. similar to sustainable development, sustainable tourism development also has various definitions according to experts, as stated by pérez et al. (2017), hall (2019), law et al. (2017), nunkoo & seetanah (2019) bramwell & lane, (2011) and others. unwto defines sustainable tourism as an activity to meet the various needs of tourists at the moment and the needs of the related tourist destination, while still protecting and increasing various opportunities and resources for the future. this is considered to lead to the management of existing resources in such a way that various economic, social, aesthetic and environmental preservation needs can be met by continuing to promote cultural integrity, important ecological processes, preservation of biodiversity and strengthening life support systems (unep & unwto, 2005). in indonesia, the std concept was introduced in early 2016. along with the launching of sdgs, the indonesian government through the ministry of tourism created a pilot project for tourism development with the concept of sustainable tourism development. kemempar ri cooperates with 20 regencies / cities that are committed to implementing sustainable tourism implementation (sitepu, 2017). even to support the program the ministry of tourism and republic of indonesia has issued permenpar no.14 / 2016 on sustainable destinations guidelines (sitepu, 2019). acording sitepu ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 160 (2019) std is defined as measures for the development of tourism in an area that is oriented towards efforts to preserve resources that are also needed for the future. sustainable tourism development emphasizes not only the economic aspects, but also still considers ecological, socio-cultural and governance aspects. criteria and indicators of sustainable tourism development based on the global sustainability tourism council (gstc) there are 4 pillars to assess whether a tourism destination, hotel or tour operator has carried out sustainable tourism development or not. the four pillars of sustainable destinations include; a) demonstrate sustainable destination management, b) maximize economic benefits to the host community and minimize negative impacts, c) maximize communities, visitors, and culture benefits and d) maximize the environment benefits. the criteria development process has been designed to comply with the iso code of ethics and the iseal alliance standard code, an international body that provides guidance for the development and management of sustainability standards for all sectors (gstc, 2017). by the indonesian government, through the ministry of tourism, the four pillars, along with the criteria for sustainable tourism development, the gstc was later adopted as a standard for managing tourism destinations that are managed sustainably and set forth in permenpar no.14 / 2016. the scope of sustainable tourism destinations as outlined in permenpar no.14 / 2016, among others, includes; a) management of sustainable tourism destinations, b) economic empowerment for local communities, c) preservation of local cultures for the community and visitors and d) environmental preservation. a similar approach in assessing sustainable tourism development was also carried out by unep (2012), oecd, (2014) and wttc (2018). castellani & sala (2010) use a sustainable performance index for tourism policy development, blancas et al. (2010) use a system of indicators of sustainable tourism. ritchie & crouch (2003) in his book the competitive destination argued that a sustainable destination has 4 pillars, namely; a) ecological sustainability, b) economic sustainability, c) sociocultural sustainability and d) political sustainability. while hardy et al. (2002) compiled a conceptual overview and operational context of sustainable tourism development consisting of 5 aspects, namely; ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 161 a) economic vision, b) conservation vision, c) community vision, d) academic response and e) industry response. in indonesia, the concept of sustainable tourism development began in 2015. through the indonesian ministry of tourism, 20 districts / cities have been launched as a pilot project for sustainable tourism development (dewipule, 2015). the program was later expanded with the establishment of 10 national tourism strategic areas (kspn), also known as 10 new bali (tempo, (2016); pemerintah-ri (2016). furthermore, out of the 10 destinations, 4 destinations are set as priorities, namely; 1) lake toba, 2) borobudur, 3) mandalika and 4) labuan bajo (prodjo, 2017). various strategies for developing national tourism can be seen by reflecting the success of the increasing number of domestic and foreign tourists visiting indonesia. the inclusion of the province of north sumatra and medan in particular in the national policy of implementing sustainable tourism development has responded to the medan city government with various programs, ranging from the socialization of sustainable tourism development, including it in the medan city tourism office program and coordinating activities with each tourism destination manager in medan city medan (bangun, 2018; rmd, 2016; sitepu, 2017). related to the dynamics of tourist visits, as the capital of north sumatra province which is included in the national kspn, medan city continues to improve to make medan city as the gateway to north sumatra tourism, by applying the concept of sustainable tourism development. through the medan city tourism office a number of existing tourist destinations, including; maimun palace, tjong afie mansion, china city site, maria annai valengkani church, al mashun grand mosque, merdeka walk, bintang garden, crocodile park, north sumatra museum, hairos water park, siombak lake and others have been introduced to sustainable tourism development. this paper will further outline how aspects of management, economic, sociocultural and environmental impacts will have a positive impact on regional tourism and will in turn create sustainable tourism development. ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 162 research methods the location of the research activities carried out in the city of medan with the taking of respondents carried out in the community around 11 existing tourism destinations with a sample of 220 respondents. the sample is determined by the purposive random sampling method. the requirements for selecting respondents are adjusted to the following criteria: a) at least 17 years old at the time of the survey, or already married; b) has lived around the tourist destination for at least 10 years when the survey was conducted; and c) willing to participate as respondents. the form of the questionnaire is closed in which the respondent is given alternative choices of answers to each question. all variables will be measured using a likert scale to make measurements related to a person's perception, attitudes, or opinions about social phenomena. in this study the likert scale uses a 5-level scale that allows respondents to provide answers to the research questionnaire. the object under study is spread in a number of tourist destinations, including; community around tourist destinations; 1) maimun palace, 2) tjong afie mansion, 3) chinese city sites, 4) maria annai valengkani church, 5) al mahsum grand mosque, 6) merdeka walk, 7) medan zoo, 8) taman buaya, 9) sumatra museum north, 10) hairos water park, and 11) lake siombak, where the number is not known. the variables used in this study refer to a number of previous studies, among others by; sitepu (2019), kristjánsdóttir, et al. (2018), delgado & lópez (2018), sitepu (2017), law et al. (2017), (pérez et al., 2017) liu, (2010), castellani & sala (2010), dan indikator yang dikembangkan oleh gstc, (2017), (graham & twining-ward, 2005), wttc (2018). table 1. variable and indicator base on theory no variable indicators 1 management aspect; gstc (2017), sitepu (2019) a1: sustainable destination strategy a2: destination management organization a3: monitoring a4: tourism seasonality management a5: climate change adaptation a6: asset and attraction inventaritation a7: planning and reagulation a8: access for all a9 property acquisition ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 163 no variable indicators a10 visitor satisfaction a11 sustainability standards a12 safety and security a13 crisis and emergency management a14 promotion 2 economic benefit; gstc (2017), sitepu (2019) b1 economic monitoring b2 economic monitoring b3 public participation b4 local community opinion b5 local access b6 tourism awareness and education b7 preventing exploitation b8 support for community b9 supporting local entrepreneurs and fair trade 3 social and cultural benefit; gstc (2017), sitepu (2019) c1 attraction protection c2 visitor management c3 visitor behavior c4 cultural heritage protection c5 site interpretation c6 intellectual property 4 environment benefit: gstc (2017), sitepu (2019) d1 environment risk d2 protection of sensitive environments d3 wildlife protection d4 greenhouse gas emissions d5 energy conservation d6 water management d7 water security d8 water quality d9 wastewater d10 solid waste reduction d11 light and noise pollution d12 low-impact transportation 5 tourism impact; gstc (2017), sitepu (2019), delgado & lópez (2018), kristjánsdóttir, et al. (2018), law et al. (2017) e1 tourism activities bring better economic changes e2 tourism activities change to better environment e3 tourism activities make the government more concerned e4 tourism activities make people care the environtment e5 tourism activities make the community more friendly e6 tourism activities encourage accelerated development e7 tourism activities provides job opportunities ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 164 no variable indicators 6 sustainable tourism development gstc (2017), sitepu (2019), delgado & lópez (2018), kristjánsdóttir, et al. (2018) f1 the government is committed to running sustainable tourism f2 the community is aware of the importance of sustainable tourism f3 local companies are also starting to get involved in tourism f4 there are regional long-term plans that involve stakeholders f5 various problems are addressed and anticipated f6 seen a lot of environmentally friendly tourism events f7 the number of tourist visits continues to increase in this study there are 6 variables used, the independent variables are: e = the impact of tourism, std = sustainable tourism development. while the dependent variables are: a = management aspects, b = economic benefits, c = socio-cultural benefits and d = environmental benefits and e = tourism impact. in the form of an equation, the model used in this study can be stated as follows: e = ρe a + ρe b+ ρe c + ρe d + ɛ1…………………………………………………..(1) std = ρstd a + ρstd b+ ρstd c + ρstd d + ɛ2………………………..(2) std = ρstd a + ρstd b+ ρstd c + ρstd d + ρstd e + ɛ3……..(3) where as: std = sustainable tourism development a = management aspect b = economic benefit c = social and cultural benefit d = environment benefit e = tourism impact furthermore, the research model used is to use the structural equation model (sem) with amos 22 software. testing the model is done through stages; validity test, ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 165 reliability test, normality test, data transformation to the method of successive interval, outlier test, goodness of fit test and hypothesis test. result and discussion from a total of 220 questionnaires to be distributed to respondents, the amount received by researchers was 220 questionnaires and no questionnaires were damaged. so that a proper questionnaire was analyzed for 220 questionnaires, the respond rate was 100%. based on the results of filling respondents from returned questionnaires, it can be obtained an overview of the characteristics of respondents based on gender, age and last education. based on gender, from 220 respondents 54.55% male and 45.45% female. based on the age group the majority of respondents aged 40 years and over that is equal to 40.45%. the respondents aged 21-30 years 20.91% and those aged 31-40 years amounted to 38.64%. furthermore, it is seen from the level of education of the majority of respondents by 50% with a diploma / graduated education background, senior high school 38.64% and master degree of 10.45%. table 2. characteristics of respondents no characteristic total % 1 gender male 120 54,55% female 100 45,45% total 220 100,00% 2 age 21-30 46 20,91% 31-40 85 38,64% > 41 89 40,45% total 220 100,00% 3 eduacation senior high scholl 85 38,64% diploma / s1 110 50,00% s2 23 10,45% s3 2 0,91% total 220 100,00% variable a, the variable aspect of management, in this study was measured using 13 questions based on 13 indicators. the results of data analysis calculations, the overall average of 4.340. the highest average values are in mgt2 with 4.445 values while the lowest average values are in mgt10 and mgt11 each with a value of 4.291. ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 166 variable b is a variable related to the economic impact on the surrounding community, in this study measured using 7 questions based on 7 indicators. the results obtained that the overall average value of 4.258. the highest average value of economic impact indicators is found in eko5 and eko7 with a value of 4.305. while the lowest value is in eko4 with a value of 4.195. variable c, related to socio-cultural impacts, was measured using 6 questions based on 6 indicators. based on the results of the analysis, the average value of all items was 4,077. the highest value of the 6 indicators is found in bud1 with a value of 4.136 while the lowest value occurs at bud2 with a value of 4.036. whereas variable d, the environmental impact of tourism activities, in this study was measured using 12 questions based on 12 indicators. based on the results of data analysis, the overall average value of items amounted to 4.297, where the environmental impact items that had the highest average value were lin1 with a value of 4.345 while the lowest value was lin4 with a value of 4.186. furthermore for the f variable, the variable aspect of the impact on the application of std in this study was measured using 7 questions based on 7 indicators. based on the results of data analysis, it is found that the overall average is 4,154. the question item that has the highest average is std7 with a value of 4.280 while the lowest value is a std5 with a value of 4.059. validity and reliability validity test is done by convergent validity test, which is to test whether the construct (indicator) has a high proportion of variance or not. indicators can meet the criteria if the value of c.r. > 1.96, while the value of the loading factor or standardized loading estimate > 0.5. overall validity test results using the confirmatory factor analysis method can be seen in figure 1. ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 167 figure 1. output confirmatory factor analysis the reliability test is done by construct reliability test, which is testing the reliability and consistency of the data. this test meets the criteria if construct reliability> 0.7. construct reliability values between 0.6 to 0.7 can still be accepted provided that the construct validity (indicator) in the model is good. ghozali (2013) explains that the indicator of the variable is called reliable if the value of ave ≥ 0.05 and cr ≥ 0.07. the reliability test results showed that all variable constructs passed the reliability test. structural model analysis after analyzing the validity and reliability of the indicators forming latent variables, the next analysis is the full structural equation modeling (sem) analysis. analysis of the results of data processing at the full sem model stage is done by conducting the model feasibility test as well as the significance test of causality. a path diagram for a full analysis of invalid and reliable indicator models has been aborted and presented in figure 2. ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 168 figure 2. output structural equation model full model based on figure 2 it can be seen that the value of the feasibility test of the model has not shown a fit model. so it is necessary to modify the model based on modification indices according to amos recommendations. modification indices by seeing the value of variances regression weights. after modifying it by adding an arrow in accordance with amos recommendations, the results presented in figure 3, are models that can be said to be better in goodness of fit values. ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 169 figure 3. output sem full model with modifications based on observations in the figure on the full model analysis chart it can be shown that the model meets the goodnes of fit criteria. chi-square test results on the full model modification obtained a chi-square value of 6938,978 above the chi-square table for 1,354 degrees of freedom at a 5% significance level of 1,440,717. these results indicate that the overall model meets the model fit criteria. probability value of 0.650 which is above 0.05 and other criteria that mostly meet well such as rmsea 0.07 <0.08 then tli value = 0.944, gfi value = 0.943, agfi value = 0.899 and cfi = 0.886 . these results indicate that the overall model meets the model fit criteria. table 3. goodness of fit test goodness of fit criteria acceptance limits goodness of fit result conclution chi square (cmin) smaller is better 6938,878 fit degree of freedom must be (+) 1354 fit probability > 0,05 0,065 fit cmin/df <2.0 or <5.0 1,125 fit rmsea 0,05≤rmsea≤0,08 0,007 fit ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 170 tucker lewis index (tli) 0,80≤tli≤1 0,944 fit composite fit index (cfi) 0,80≤cfi≤1 0,886 marginal normed fit index (nfi) 0,80≤nfi≤1 0,854 marginal goodness of fit index (gfi) 0,80≤gfi≤1 0,943 fit furthermore, to facilitate the evaluation of the hypothesis test used a causality table between variables as presented in table 4 below: table 4. summary of causality between variables estimate s.e. c.r. p impact (e) <--management (a) ,202 ,174 2,161 ,046 impact (e) <--economy (b) 1,129 2,338 2,902 ,036 impact (e) <--culture (c) ,168 ,087 1,936 ,040 impact (e) <--environment (d) 1,558 1,674 3,904 ,032 std (f) <--management (a) ,026 ,035 2,750 ,043 std (f) <--economy (b) 1,102 1,919 3,574 ,006 std (f) <--culture (c) ,041 ,018 2,216 ,027 std (f) <--environment (d) 1,012 1,816 ,557 ,577 std (f) <--impact (e) 1,002 ,049 2,626 *** then the variable evaluation can be arranged as follows: 1) the direct effect of the impact of sustainable management (a) on the impact of tourism (e). hypothesis 1 of this study states that the aspect of sustainable management has a positive effect on the impact of tourism. based on the results of data analysis it is known that the value of c.r. the causal relationship between sustainable management and the impact of tourism is 16,103 and the p value is 0.046. both of these values indicate the value of c.r. > 1.96 and the p value below 0.05. thus, based on the description it can be explained that the null hypothesis is rejected and hypothesis 1 is accepted, which means that in this study sustainable management has a positive effect on the impact of tourism. 2) the direct effect of the economic impact on the surrounding community (b) on the impact of tourism (e). hypothesis 2 in this study states that the economic aspect has a positive effect on the impact of tourism. based on the results of data analysis it is known that the value of c.r. the causality of the economic impact on the impact of tourism is 2.902 and the p value is 0.036. both of these values indicate the value ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 171 of c.r. > 1.96 and the p value below 0.05. based on the description it can be explained that the null hypothesis is rejected and hypothesis 1 is accepted, which means in this study the economic impact has a positive effect on the impact of tourism. 3) direct influence of socio-cultural impacts (c) on the impacts of tourism (e). hypothesis 3 of this study states that socio-cultural impacts have a positive effect on the impact of tourism. based on the results of data processing presented in the table it is known that the value of c.r. the causality of social cultural impacts on the impact of tourism is 1.936 and the p value is 0.04. both of these values indicate the value of c.r. > 1.96 and the p value below 0.05. based on the description it can be explained that the null hypothesis is rejected and hypothesis 1 is accepted, which means that in this study the socio-cultural impact has a positive effect on the impact of tourism. 4) 5) direct influence of environmental impact (d) on the impact of tourism (e). hypothesis 4 in this study states that the environmental impact has a positive effect on the impact of tourism. based on the results of data processing presented in the table it is known that the value of c.r. on the causality relationship the environmental impact on the impact of tourism is 3.904 and the p value is 0.032. both of these values indicate the value of c.r. > 1.96 and the p value below 0.05. based on the description it can be explained that the null hypothesis is rejected and hypothesis 1 is accepted, which means that in this study the environmental impact has a positive effect on the impact of tourism. 5) the direct effect of management's impact (a) on sustainable tourism development (f). hypothesis 5 of this study states that the impact of sustainable management has a positive effect on the application of std. based on the results of data processing presented in the table it is known that the value of c.r. the causal relationship between management's impact on std is 2.750 and the p value is 0.043. both of these values indicate the value of c.r. > 1.96 and the p value below 0.05. based on the description it can be explained that the null hypothesis is rejected and hypothesis 1 is accepted, which means that in this study the impact of management has a positive effect on the application of std. ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 172 6) the direct effect of the impact of the economy (b) on the std (f). hypothesis 6 in this study states that the economic impact has a positive effect on the application of std. based on the results of data processing presented in the table it is known that the value of c.r. the causality of the economic impact on std is 3.574 and the p value is 0.006. both of these values indicate the value of c.r. > 1.96 and the p value below 0.05. based on the description it can be explained that the null hypothesis is rejected and hypothesis 1 is accepted, which means that in this study the economic impact has a positive effect on the application of std 7) direct influence of social cultural impact (c) on std (f). hypothesis 7 of this study states that the socio-cultural impact has a positive effect on the application of std. based on the results of data processing presented in the table it is known that the value of c.r. the causality of socio-cultural impacts on std is 2.216 and the p value is 0.027. both of these values indicate the value of c.r. > 1.96 and the p value below 0.05. based on the description it can be explained that the null hypothesis is rejected and hypothesis 1 is accepted, which means that in this study the socio-cultural impact has a positive effect on the application of std. 8) direct influence of environmental impact (d) on std (f), hypothesis 8 in this study states that the environmental impact has a positive effect on the application of std. based on the results of data processing presented in the table it is known that the value of c.r. the causal relationship between the environmental impact of std is 0.557 and the p value is 0.577. both of these values indicate the value of c.r. <1.96 and the p value above 0.05. based on the description it can be explained that the null hypothesis is accepted and hypothesis 1 is rejected, which means that in this study the environmental impact does not have a positive effect on the application of std. 9) direct effect of tourism impact (e) on std (f). hypothesis 9 in this study is the impact of positive tourism on the application of std. based on the results of data processing presented in the table it is known that the value of c.r. on the causality relationship the impact of tourism on the std is 2.626 and the p value is 0.001 (***). both of these values indicate the value of c.r. > 1.96 and the p value below 0.05. based on the description it can be explained that the null hypothesis is rejected and ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 173 hypothesis 1 is accepted, which means in this study the impact of tourism has a positive effect on the application of std. further analysis can be done by observing the total, direct and indirect relationship between variables used in this study. direct, indirect and total relationships are shown in tables 9, 10 and 11. table 5. standardized total effects f3 (culture ) f2 (econom y) f1 (mgt) f4 (enrviron t) f5 (tourism impact f6 (std ) f4 (envi) ,000 ,999 ,000 ,000 ,000 ,000 f5 (impact) ,138 ,010 ,133 9,172 ,000 ,000 f6 (std) ,166 ,039 ,146 9,758 ,971 ,000 table 6. standardized direct effects f3 (culture) f2 (economy) f1 (mgt) f4 (environt) f5 (tourism impact f6 (std) f4 (envi) ,000 ,999 ,000 ,000 ,000 ,000 f5 (impact) ,138 ,169 ,133 ,172 ,000 ,000 f6 (std ,032 ,880 ,017 ,853 ,971 ,000 table 7. standardized indirect effects f3 (culture) f2 (economy) f1 (mgt) f4 (environt) f5 (tourism impact f6 (std) f4 (envi) ,000 ,000 ,000 ,000 ,000 ,000 f5 (impact) ,000 ,159 ,000 ,000 ,000 ,000 f6 (std ,134 ,841 ,129 ,906 ,000 ,0 based on the results of data analysis stated. it can be argued that this research has succeeded in proving that the management variable has a positive effect on the impact of tourism. based on these results it can be explained that the better the sustainability management applied from tourism destinations, the better the effect on tourism impacts. this result confirms previous opinions that link management with the impact of tourism. ijaste – international journal of applied sciences in tourism and events vol. 3 no.2 december 2019 174 research also proves that the economic impact variable has a positive effect on the impact of tourism. based on these results it can be explained that the better the economic impacts applied from tourism destinations, the better the effect on tourism impacts. likewise with other variables; cultural aspects and environmental aspects used in this study. on the other hand the impact of tourism is also proven to be an intervening variable of the four exogenous variables, among others; sustainable management, economic benefits for the surrounding community, socio-cultural benefits and environmental benefits in influencing sustainable tourism development. conclusion 1) management aspects, economic aspects, social cultural aspects and environmental aspects directly have a positive effect on the impact of tourism. 2) management aspects, economic aspects, social cultural aspects and environmental aspects directly have a positive effect on sustainable tourism. 3) management aspects, economic aspects, social cultural aspects and environmental aspects indirectly through the economic impact variables have a positive effect on sustainable tourism. the recommended recommendations related to this research are, given that the variables of management, economic, cultural and environmental aspects affect the impact of tourism activities, the medan city government is expected to be able to improve tourism governance by considering these four aspects. the medan city government is also expected to be able to approach and strengthen existing destinations through the concept of sustainable tourism development. references bangun, s. 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(2018). the comparative economic impact of travel and tourism. retrieved from https://www.wttc.org/-/media/files/reports/benchmarkreports/the_comparative_economic_impact_of_travel__tourism.pdf ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 38 improving destination management through sustainable tourism development model: a case study of taman simalem resort edy sahputra sitepu politeknik negeri medan, indonesia email: edy.sitepu@polmed.ac.id 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 environment 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, tourism development, std criteria, resort. introduction the introduction includes: background, the outline of a research problem or question, and research purposes. writing portions of the preface this without using the subtitle/section later. source reference comes from primary sources (journal) issue 5 of last year. source of reference that is listed at the beginning of the sentence are written using the system name (years), whereas when noted in the end of the sentence using the system (name, year). 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 launched the sdgs program in the tourism sector known as the mailto:edy.sitepu@polmed.ac.id ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 39 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) lake toba, (2) tanjung kelayang, (3) kepulauan seribu, (4) tanjung lesung, (5) borobudur, (6) bromo-tengger-semeru, (7) mandalika, (8) wakatobi, (9) pulau morotai, and (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 (gstc 2017; kemenpar 2016). 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. 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 ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 40 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 & wade-gery (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), and paunović and jovanović (2017). over time, sustainable development came into being in the so-called 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 mdgs include; (1) eliminating poverty, (2) realizing basic education for all people, (3) promoting gender equality, (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 ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 41 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 inter-state gaps, production and consumption, climate change, marine conservation, terrestrial ecosystems, justice for all people and partnerships in which relevant indicators are needed (hák, janoušková, and 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). 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 ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 42 no.14/2016 on guidelines for sustainable tourism development destination (kemenpar 2016). 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 and sheng 2012), oecd (2014), and seaford & jeffrey (2015). castellani & sala (2010) using sustainable performance index for tourism policy development, blancas, gonzález, lozano-oyola, & 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 and (d) political sustainability. while hardy, 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. 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 ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 43 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 socio-economic 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, pstrocka-rak, & awedyk (2018), singh (2018) and amerta, sara, and 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 methodology 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, 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 (gstc 2017; kemenpar 2016). 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). ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 44 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. result 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: demonstrate effective sustainable management 0 18 19 6 43 0.00% 41.86% 44.19% 13.95% 100% section b: maximize economic benefits to the host community and minimize negative impacts 0 9 12 0 21 0.00% 42.86% 57.14% 0.00% 100% section c: maximize benefits to communities, 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 environment 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 ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 45 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 multi-year 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. 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 ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 46 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. table 2. results of final assessment of std application criteria excellent (green) good (blue) adequate (yellow) poor (red) 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% 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 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. ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 47 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 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 ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 48 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. 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). ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 49 conclusion and suggestion some important findings 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. the implementation of sustainable tourism development is a journey and a long struggle and for better 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. 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. references afriza, lia; kartika, titing; riyanti, anti. 2018. “pengembangan ekowisata berbasis masyarakat (community based ecotourism) dalam rangka mengentaskan kemiskinan di desa karongsong kabupaten indramayu.” jurnal sains terapan pariwisata 3(1): 20–34. ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 50 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wysokinska, zovia. 2017. “millenium development goals/un and sustainable development goals/un as instruments for realising sustainable concept in the global economy.” comparative economic research 20(1). ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 178 visual anthropological study of photographic works of gunung padang site as a tourist attraction in karyamukti village, cianjur, west java winny gunarti widya wardani1, wulandari2, syahid3 1,2,3visual communication design, faculty of language and art, universitas indraprasta pgri, jakarta, indonesia email: 1winny.gunartiww@unindra.ac.id, 2wulandari@unindra.ac.id, 3syahid@unindra.ac.id, abstract the results of the ancient catastropic team's research on the gunung padang site in karyamukti village, cianjur, west java, in 2011 showed that the site was older than the giza pyramid in egypt. the jumble of stones in the hilly area of the site is authentic evidence of the archeology of the megalithic era. prehistoric relics in this region are important because of the unique cultural values that are part of the principles of local tourism development in indonesia. the potential of historical and cultural tourism is also inseparable from the participation of the local community. therefore, knowledge about the cultural values of an area needs to be effectively disseminated through information media.this study aims to help preserve prehistoric relics through photography as a medium of visual communication. the combination method is used to analyze the attractiveness of the gunung padang site as a potential tourist destination. quantitatively, survey data show that 61 percent of people are interested in visiting the gunung padang site because they want to know the background of prehistoric stones and take pictures with the natural scenery.whereas qualitatively, the attraction of visual objects is described using a visual anthropology approach which is studying a culture through photography and the relationships associated with it. this study uses the principle of composition of the rule of thirds to present prehistoric stones on the gunung padang site as images that carries a cultural message.the results of the analysis show that the photographic works that are focused on visualizing five stone structures as gates or entrances, streets and stairs, walls, spaces, and wells as a source of life can convey messages about the work of humans in building a place of worship to ancestral spirits as a civilization in the past. this study can be a reference in the field of visual communication design science about the gunung padang site and is expected to help encourage public awareness to respect cultural heritage, as well as develop the tourism potential of the region. keywords: gunung padang, photographic works, tourist attraction, visual anthropology. introduction historically, the territory of indonesia is home to austronesian megalithic sites. therefore many prehistoric sites are found. among these, the gunung padang site in mailto:winny.gunartiww@unindra.ac.id mailto:wulandari@unindra.ac.id mailto:syahid@unindra.ac.id ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 179 karyamukti village, cianjur regency, west java is recorded as the largest megalithic site in the nusantara region (yondri, 2014). the rest of the terraced buildings in the hilly area is of concern to researchers from abroad, especially after the international beta analytic laboratory in miami released the findings of the ancient catastropic team from the indonesian government in 2011 which stated that the subsurface sample of gunung padang site was 14,500-25,000 bc(akbar, 2014). this fact has led to further research on the relics of megalithic culture that the rest of the arrangement of the stone blocks as a place of worship to the spirits of ancestors who became human civilization in prehistoric times. the terrace of the gunung padang site is divided into five terraces and is located on a hill that extends to the southeastern northwest at an altitude of 885 meters above sea level. the volcanic stones that make up the rest of the building are generally in the form of rectangular blocks and originate from columnar joint (yondri, 2012). as authentic archaeological evidence, the rest of the buildings on the gunung padang site can be considered as traces of the journey of life and human works at that time. therefore anthropologically this region has the potential of a global-scale tourism region because it has a unique cultural value based on local wisdom. the tourist attraction at the gunung padang site needs to be developed through ongoing research, reconstruction of the remains of prehistoric buildings, dissemination of information through visual communication media, as well as the participation of local communities. community involvement is needed in supporting tourism, especially to meet the needs and social interaction of tourists when they visit. as mentioned in sari's research (2017, p.142) when someone moves to a place to a destination outside their workplace and normal residence, then a good form of tourism work is to be able to provide facilities that can meet their needs. meanwhile, to encourage tourists to visit tourist sites, media are also needed to promote their attractiveness. efforts to present tourist attractions have also been regulated in the law of the republic of indonesia no. 10 of 2009, which states that tourist attractions can be explained as everything that has a unique, beautiful, and diverse value of natural, cultural, and man-made diversity, which is the target or destination of tourist visits (hermawan, 2017) therefore the potential of the tourist ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 180 attraction of the gunung padang site needs to be communicated in communicative ways. destination needs for tourists can not be separated from the role of photography. this is because the basic motivation of tourists to travel to a place is to get panoramas, landscapes, buildings, and other photo objects, as manifestations of the places they hope to find through the presentation of visual representations, whether from advertisements, brochures, or books. (garrod, 2008, p. 347). thus, the existence of photos of attractions has the ability to signify itself as an original miniature of the real thing. information about the gunung padang site is generally widely discussed in archeology, and is limited to visualizing its visual appearance. research that discusses the visual is the writing of (ramadina, 2013) which describes the sundanese wiwitan symbols of trust contained in the site construction. this research concludes that the ability of the people at that time to build a large megalithic construction shows the mindset and aesthetic value of high culture. based on the results of a visual study of the gunung padang site, this study was inspired to continue the discussion which emphasizes more on efforts to build visual perception through images, especially through photography. in conveying messages, images also have significant advantages that conveyed words. according to the dewan (2015, p. 2), images have a tendency to be easy to remember and easier to process in the mind than words. this is because images have two codes, namely visual and verbal, so that one of them becomes easier to remember. the study of visual anthropology in the context of photography through the media conducted by murdock and pink (2005, p. 149) states that the publication of photos through the media can produce a better analysis of information about how the images are created to promote specific meanings on the page. thurnherr (2012, p. 32) said in his writing "visual anthropology as a discipline of words", that in the field of anthropology, there are certain questions that are difficult to verbally examine, because they cannot be raised with oral questions or because it ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 181 cannot be understood and explained in words, so it requires stimulation in the form of photographs. some data is not easily communicated, so visual aids are needed in this case, the results of photographs as images can be considered as a visual aid that is able to present data that is difficult to tell. in addition, according to weber (2008 hartel & thomson, 2011), the visual strength of images in photographic works has ten advantages, namely: “images can be used to capture the ineffable, the hard-toput-into-words; images can make us pay attention to things in a new way; images are likely to be memorable; images can be used to communicate more holistically,incorporating multiple layers, and evoking stories or questions; images can enhance empathetic understanding and generalizability; through metaphor and symbol, artistic images can carry theory elegantly and eloquently; images encourage embodied knowledge; images can be more accessible than most forms of academic discourse; images can facilitate reflexivity in research design; images provoke action for social justice”. this is in line with the view of john collier, jr. and malcolm collier(1986, p. 5) in a book entitled visual anthropology: photography as a research method that photographic works can be used to encourage further research that has not yet been explored by anthropologists. this is because visually the critical eye from the camera can capture and collect visual information more accurately to support weak observation. research from christopher pinney (1992,2011 in soukup, 2014, p. 538) concerning the relationship between photography and anthropology concluded that photography provided a foundation for anthropology as a science. the fact of the power of photography lies in the possibility that someone can capture reality relatively easily and quickly based on these previous studies, this study also aims to discuss the visualization of the rest of the gunung padang site building through the rule of thirds photographic composition, especially in presenting the arrangement of stones from the rest of the terrace building as a way of conveying cultural messages through visual signs in the image. anthropological visual approach is used because photography can also be a way to preserve prehistoric relics, as well as visual communication media to present the tourist attraction of the site. ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 182 in the context of photographs about prehistoric sites, this study also refers to the view of the potential that can build visual perception through images. according to pauwels (2008, p. 79) seeing images become increasingly significant activities, because images and visual representations of all types contribute to various processes, be they for production, reproduction, or transforming goals. research methods the combination method is used in this study to collect and analyze quantitative and qualitative data. for quantitative data needs, a preliminary survey was conducted through the public on facebook social media to find out their views on the attractiveness of visual objects on the gunung padang site as a tourist destination. based on the researchers' observations and interviews with nanang as the site's coordinator, in february 2019, information was obtained that the tourist attraction for the public and researchers generally refers to prehistoric stone objects, and natural landscapes which are often used as selfies.the results of this quantitative data can be a reference in producing photography that carry cultural messages. based on this quantitative data, the results of photographs are elaborated qualitatively using the visual anthropology approach. morphy and banks (1999, pp. 1–2)said, currently the scope of visual anthropology is broader, not only for film ethnography, but also for analysis of photography, as well as other electronic media representations, because the discussion includes representations of one culture and people's lives. visual anthropology as a research method is able to explain many things that can be observed and documented to reach an understanding as part of visual studies. visual study means describing the visual meaning in the effort to disseminate anthropological knowledge itself. elkins (2003, p. 83)wrote james herbert's thoughts on visual studies that could expand the area of professional art studies, making it possible to include research on artifacts from all periods of history and culture. visual studies also provide ideas for interpreting visual images because each visual image is basically very connected to human attention and memory. ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 183 as said by hand (2017 in russmann & svensson, 2017, pp. 1–2), visual images are often understood as supporting written or oral texts to communicate messages more quickly. visual images can also create certain meanings through sign elements, so images often have multiple meanings. therefore, photographic works that present visual signs have the visual strength to carry cultural messages that are read through images. pankee (2016, p. 4136) says that, "photography is used as a way to see an unseen world, to document social issues and to raise public awareness and inspire action ". the creativity of photographs is included in the field of development of visual communication design science. nowadays, the appeal of design is defined as the power to visualize information, communicate by presenting visual effects and design expressions (l. zhang, 2017, p. 257). the analysis of the application of photographic principles in this study refers to the composition of the rule of thirds. this composition divides the drawing room into three parts, vertically and horizontally by making imaginary lines where the points of the intersecting lines become the best focus of visual objects. framing space from these points, then divided according to the type of composition, namely: symmetrical composition, asymmetrical composition, central composition, diagonal composition, vertical composition, and horizontal composition (yuliadewi, 2000, p. 53). framing compositions can also be grouped into left framing, right framing, middle framing, and full framing. the composition of visual objects designed in the photo will be the language of the image. toth (2011, p. 194) said, the basic idea that acting by the language of images is a creative act that has its own unique language. language drawing can be read as a style of senior work with concepts that are tied together: ideas, elaboration and techniques. in addition, the ability to compose visual objects through cameras also has another advantage, which is to inspire cultural criticism. especially if the cultural object is an important national asset to be preserved, not just a tourist attraction. the combined capacity of the camera to build proximity and distance, identification and alienation, disjunction between the present, past and future has the advantage of ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 184 opening opportunities for criticism of culture (otto et al., 2018, p. 315). this opportunity can encourage people to care more about the cultural heritage itself. the samples of stone objects used as photographic works are focused on the arrangement of stones from the remaining terraces of buildings that are scattered on the five terraces in the hilly area. the choice of visual objects to the shape of the stone structure is based on the study of literature that it is evidence of past human work to fulfill their daily needs (akbar, 2014), which is also evidence of civilization and technology in prehistoric times. figure 1 analysis method. photographs as a medium for conveying cultural messages are part of cultural studies. through photographs, there is a process of delivering messages to the reader, which in this case is tourists who are invited to understand the symbols about the gunung padang site as a tourist destination. according to setiawan (2013, p. 168) understanding of cultural messages can be interpreted as practices and institutions of cultural texts through the understanding of symbols as part of the process of reading moments and imaginations of visual objects, which are then interpreted. ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 185 results and discussion this study conducted a survey through social media facebook to determine respondents' views about the attractiveness of the gunung padang site, especially for tourism needs. the study of photo aesthetics needed as a tourist destination shows that attractiveness is represented through full-color images, typical characteristics of the destination, and uniqueness which means projecting images in excitement and pleasure (mackay and fesenmaier, 1997 in x. zhang, wu, & yan, 2018, p. 352). in this study, respondents are major because those who provide answers to survey questions are those who already know about the gunung padang site. based on 166 responses of registered respondents, the results of this quantitative data show that 42 (25%) of respondents chose to want to know the story of prehistoric stones, 16 (10%) of respondents chose only to enjoy the natural scenery and photograph photos, 102 (61% ) respondents chose to want to know the history of megalithic stones while enjoying the natural scenery, while 6 (4%) respondents considered the gunung padang site to be unattractive. the percentage of respondents' data underlies the photographic work in this study to visualize prehistoric stones as a tourist attraction through the form of stone terraces of buildings. table 1 the attraction of the gunung padang site as tourist destination the story of prehistoric stones natural landscape site the story of prehistoric stones and the natural landscape site not attractive the attraction of the gunung padang site as a tourist destination 42 16 102 6 sources:research document ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 186 figure 2 chart of the attraction of the gunung padang site as a tourist destination the choice of photographic works on this stone structure has an interesting history. based on the results of research from bronto & langi, (2016, p. 49) it is said that gunung padang and its surroundings are the ancient volcano of karyamukti. the area of gunung padang and its surroundings is located at the intersection of cimandiri's active fault with gede cikondang. as a result of endogenous and exogenous processes, the stones columns collapsed scattered, then by humans in the past was arranged for a place of worship. the jumble of stones that make up various arrangements on the five terraces of the gunung padang site in akbar's research (2014, pp. 115–138) is divided into 32 stone building techniques. some researchers consider the arrangement of stones as the work of humans called structures, while some other researchers call them buildings. however, until now the rest of the terrace of the building from the columnar joint still leaves a research question, whether it is natural formations or entirely human-made pyramid buildings (bronto & langi, 2016). the mystery about the relics of the building where the worship was part of the authenticity of the tourist attraction. authenticity is at the core of cultural heritage and an important part of the lives of local people that has an impact on people's lives. ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 187 authenticity is also an important element in cultural tourism and can be a major source of tourist attractions (voda, et al, 2018). the existence of a jumble of stones with form and arrangement techniques in the gunung padang area is a fact of the authenticity of the cultural values possessed by this site. based on literature studies and researchers' observations in the field, this study focuses on the work of photography about the five stone stacking techniques that make up a building. starting from the entrance or gate, the road to enter the building and stairs to climb, the walls of the building, the space as a place for people to do their activities, and wells as a source of livelihood. the following explanation: 1. visualization of the stone structure forming the gate and entrance the gate or entrance in the terrace area of gunung padang is signed by two large stone blocks that are stuck to the ground. its position is side by side, but there is a distance that can be traversed by humans. this vertical stone insertion produces visualization like an archway without top. to present the gate-forming stone arrangement technique, the researchers used two compositions, namely symmetrical-central-horizontal composition, and symmetrical-central-vertical composition so that visualization of the two stones stuck as the rest of the gate can be seen. the vertical stone blocks are not only the entrance, but also as a barrier to the area. the first photograph presents a form of gate that can be perceived as the main entrance. while the second photograph presents the gate as a door to enter the terrace area. the stone arrangement technique as a gate in the area of this site is a feature that is reminiscent of the architectural art of temples during the transition from hinduism to islam in java. the gate is also a signifier before entering the holy area. the architectural style of the temple can be seen from its three parts, namely the foot as the foundation of the stairs, the body part as a doorway hole, and the roof-shaped structure equipped with mustaka (wardani, l. k; sitindjak, r. h. i; sari, 2015, p. 3). visualization of the remaining shape of the gate on this site also leaves the runway part, but the gate has no roof. the shape of this gate is an attraction that can build imagination when people cross the distance between them. ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 188 figure 3 visualization of the stone structure forming the gate and entrance 2. visualization of the stone structure forming the road and stair to present the stone arrangement technique as a road and staircase, the researcher visualized the photographic work in two compositions, namely asymmetrichorizontal composition and symmetrical-central-vertical composition. the first composition is to build a visual perception of horizontal road construction to enter the building, and the second composition is to build a visual perception of the construction of a climbing road that has been reconstructed. the composition of stones as forming the stairs is arranged in a horizontal position and longitudinal. in the middle consists of several stone fragments that are placed in a longitudinal position, resulting in a flat plane. in addition, there is also a side of the stone that is mounted as a flat plane but not the same width and length. on the outermost side remain longer stone size, making the stone fragments not scattered. there are also long stones that lie flat in a horizontal position, especially for ground surfaces that are not too steep, whose function is as a stepping step. there are horizontal horizontal stones which are arranged in a tight way to produce a flatter plane. ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 189 other horizontal longitudinal positions are placed on the edge as the stepping step boundaries (akbar, 2014). figure 4 visualization of the stone structure forming the road and stair in yondri's research (2013, p. 172), it was also explained that the construction of stairs as a road to a building that was designed with a slope that was high enough, so that it was made more winding with the laying pattern of the longitudinal and transverse stone, where the transverse position became the lock of the stone blocks longitudinal. the pattern of the arrangement of the stones was studied quite effectively to prevent the occurrence of skidding because the stairway was often traversed by many pilgrims. laying stones as roads and stairs brings a message about the work of humans and simple technology in the past that do not use tools but rely on human strength to lift and lay stones to meet their needs to perform rituals to ancestral spirits. 3. visualization of the stone structure forming the wall gunung padang hilly areas including steep. to build a terrace structure of the building needed a field of walls that can hold the sides of the hill. this is to prevent landslides. in akbar's record(akbar, 2014)the construction of a retaining wall is done by ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 190 arranging stones which are stuck to the ground on the side of a hill. if there is an intermediate or cavity between the embedded stones, it is filled with smaller stones. the function of the stone stacking and sticking technique can produce a field of wall that supports the hillside. based on the independent research integrated team, the construction of this stone stacking technique can also reduce earthquakes. figure 5 visualization of the stone structure forming the wall research conducted by yondri (2013, p. 168)also mentions that laying punden terraces on a hilltop surrounded by slopes that are quite steep and prone to disaster. the legacy of the remaining composition of the stone blocks forming the wall is a material for study and technological knowledge about human wisdom in prehistoric times to face the challenges of natural disasters, as is also experienced by humans today. visualization of the composition of the stone forming the wall as a photographic work in this study was presented in two compositions, namely asymmetric-horizontal and asymmetrical-vertical composition. this photographic work can build perceptions ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 191 about human work that requires hard work, patience, and great energy to produce a sturdy hillside wall and be able to withstand the challenges of nature. 4. visualization of the stone structure forming the space the composition of the stone forming a space visualized by a series of stone blocks that stand vertically lined up. to present the appeal of the arrangement of the embedded and lined stone blocks, the researchers produced a photographic work with two compositions, namely asymmetrical-horizontal and asymmetrical-vertical compositions. figure 6 visualization of the stone forming the space the meaning of space in a building is a place to gather. the existence of the remaining buildings that make up the space is also found on every terrace of gunung padang. some form large spaces, there are small spaces. the visualization of the arrangement of the stones forming the space is intended to build perceptions about the space where people gather and hold meetings in the past. as written by akbar (2014, pp. 133–134), this technique of plugging a stone block vertically in line functions as a barrier and to produce a rectangular shape. stone boundary spaces are lined up tightly and there is a distance. for the distance between ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 192 the two stone blocks wider, this can be intended as the entrance to a space that is the center of orientation. in addition, the results of yondri's study (2013, p. 167)also showed that the depth of the stone blocks that were stuck into the ground reached 45 cm from the ground surface. in other words, the effort to plunge a stone block into the ground is strongly suspected to require large amounts of energy, while the average stone weight reaches hundreds of kilograms. this visualization can build perceptions about the methods used by humans in the past to plant stones to the ground in vertical form. the process can only be done in mutual cooperation, starting from the excavation of the soil, positioning the stone until it stands erect to form a dividing wall space. 5. visualization of the stone structure forming the well as a source of human life water is the source of human life. water can be obtained from rivers or land. but as a source of daily life, humans generally dig the ground to look for springs. at the gunung padang site, there is also a stone structure that forms a well, named "kahuripan well" or the well of life. the source of water from this well is never dry, and the water is clear. local people believe this spring has health benefits. to present the technique of the formation of the well-forming stone, the researcher uses the central and vertical composition in order to develop perceptions about the shape of the wall and the depth of the well. ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 193 figure 7 visualization of the stone structure forming the well as a source of human life according to susana (2003, p. 2003), groundwater is widely used for various purposes because it is not much contaminated by the surrounding environment. contamination usually occurs due to poor collection techniques and the presence of cracks in the soil. therefore, the source of the spring at the gunung padang site is walls arranged with stones horizontally and tightly to prevent contamination. this stone arrangement technique is in the form of stacking one stone on another stone. a pile of stones formed like a rectangular hole covered with stone at the edge of the wall. at the bottom of the walls it forms a narrow and smaller than the top(akbar, 2014). with this stacking technique, the walls function to keep the soil from entering inside. this stone arrangement technique is to make it easier for humans to take water into the well. thus the discussion and visualization of the photographic work of the five visualizations of stone structures found on the gunung padang site as a relic of the terrace of the building where ancestor spirits worship can be used as a tourist attraction. visualizations of prehistoric stones are placed as destination images for tourists. destination images are defined by cai’s (2002, in herle, 2018, p. 16) as ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 194 "perceptions about a place reflected by existing associations in the mind of the consumer". other than that, photographs as images can be enjoyed as part of historical literature. as said by wright (1998, p. 210), the function of images in general in the span of history, is able to form an integral part of human culture. this study can be part of the anthropological vision that is practiced through photographs with cultural messages. jarema's (2013, p. 9) research on this matter also concluded that the visual field of culture is one of the most important features of humans and it is related to the process of building a certain worldview. scientific discourse in issues of visuality develops and undergoes a paradigm shift, especially in the way of seeing things, or differences in perception that requires recognition among other social sciences. these images also can builds a visual perception of human civilization in prehistoric times. the cultural message that can be conveyed through the visualization above is the presentation of the work of humans who already have the technology to compose stone as a high civilization of the past, even though they are not yet familiar with sophisticated equipment like today. conclusion this study concludes that the relics of prehistoric stones at the gunung padang site, karyamukti village, cianjur, west java, need serious attention from the government. this site is a cultural heritage of high value about human civilization in the past. this site is also a potential for world tourism with a unique cultural heritage based on local wisdom. revitalization efforts towards prehistoric sites and involving local community participation in their development must be a priority because this is included in the principles of managing national tourism. authentic archeological evidence from the megalithic era as a visual study of anthropology in the form of photographic works was designed using the rule of thirds composition which refers to six types of compositions. the photographic works are presented to build the visual perception of society, while at the same time conveying messages about the progress of human civilization in the past through stone composition techniques. ijaste – international journal of applied sciences in tourism and events vol.3 no.2 december 2019 195 the photographic works in this study presented five main stone arrangement techniques that form a terraced building. the five stone structures are visualized based on the type of composition in photography to build a visual perception of the place of worship to ancestral spirits in prehistoric times. the five stone structures consist of: visualization of stone structures forming gates or entrances, visualization of stone structures forming road and stairs, visualization of stone structures forming walls, visualization of stone structures forming spaces, and visualization of stone structures forming wells as sources of human life. this study can be a visual reference in documenting prehistoric sites as a form of participation in preserving cultural heritage through visual communication media. the results of this study are also expected to arouse public awareness to participate in developing the tourism potential of the gunung padang site at the world level. acknowledgement we greatly appreciate and thank the directorate of research and community service, the director general of research and development strengthening, the ministry of research, technology and higher education who has financed the pdupt activities in 2019 with the title: “the design of the gunung padang megalithic site photo book with the genre of still life, landscape, and story as an effort to preserve the historical and cultural heritage in the village of karyamukti cianjur". thank you also to lldikti region iii jakarta and the institute of research and community services at universitas indraprasta pgri for assisting this research activity through the research contract: number: 16 / akm / pnt / 2019, march 27, 2019. references akbar, a. 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(2018). the motivation of tourism photography online sharing. in advances in social science, education and humanities research (vol. 213, pp. 352–356). atlantis press. https://doi.org/10.2991/ichssr18.2018.68 international journal of applied sciences in tourism and events issn: 2580-5592, vol 4, no 1, 2020, pp 25-36 http://dx.doi.org/10.31940/ijaste.v4i1.1640 25 role of external stakeholders in tourism development and community empowerment eva rachmawati1*, joanna fountain2 1*faculty of forestry, ipb university, indonesia,2faculty of environment, society and design, lincoln university, new zealand 1*vea@apps.ipb.ac.id, 2joanna.fountain@lincoln.ac.nz article history received on 02 january 2020 revised on 20 april 2020 accepted on 21 june 2020 abstract purpose: this paper explores the external stakeholder role in empowering the local community in tourism development. the objectives are examined through namo sialang village communities, a case study that purposefully selected to represent communities where tourism was developed in a bottom-up approach, which is a good start for community empowerment research methods: the approach used is an in-depth interview with stakeholders that involved in tourism development in the village. results and discussions: the finding indicated that stakeholder activities more likely to create ‘power over' within the community, which is an unexpected outcome for community empowerment. it is because their activities are focused only on certain community group (e.g., tourism industry member, tourism organization member) and have not considered the wider community. the material was given also more likely focused on tourist needs, and not for what community needs. conclusion: in essence, the stakeholders involved in tourism development in the village have not applied an empowering approach for the community. keywords: government, local community, ngo, role, sustainable tourism introduction empowerment theory advocates community-based initiatives as an advanced tool for sustainable development (ahmad and talib, 2015). empowerment theory start known in western countries for more than three decades (sadan, 2004); and used in a number of disciplines namely political science (friedmann, 1992), women studies (rowlands, 1997), psychology (zimmerman, 1995), education (freire, 1974), health study (wallerstein, 1992), community development (pigg, 2002) and tourism (scheyvens, 1999, sofield, 2003, aghazamani and hunt, 2017). community empowerment is aim to give a community greater control over their resources and its utilization that affect their lives (garrod, 2003). from the review, aghazamani and hunt (2017) suggested that empowerment is typically assessed via single-shot case studies that focus on outcome rather process. still few scholars that focused on community empowerment process, particularly the role of an external stakeholder in achieving expected outcome of community empowerment. the term "empowerment" has various definitions and content. however, the concept generally contains two ideas, empowerment as a process and empowerment as an outcome (alsop and heinsohn, 2005, pigg, 2002). as a process, community empowerment refers to a process of power transfer or control to another, both individuals and communities (alsop and mailto:joanna.fountain@lincoln.ac.nz 26 heinsohn, 2005, pigg, 2002), so they can have more control to determine their affair (sadan, 2004, zimmerman, 1995). power, in empowerment context, refers to an ability of an actor, individual or collective, to affect the actions of another. empowerment theory extended to tourism in the 1980s. akama (1996) first proposed the necessity of community empowerment for tourism, then scheyvens (1999) proposed an empowerment framework as a suitable mechanism to analyze tourism impacts on local communities. empowerment is one of the twelve agenda for sustainable tourism which aim is to increase local control, which means, “to engage and empower local communities in planning and decision making about the management and future development of tourism in their area, in consultation with other stakeholders” (unep and unwto, 2005). community empowerment is seen as a way of achieving sustainable tourism development (li and hunter, 2015, sofield, 2003, scheyvens, 1999, timothy, 2007). local community needs to be empowered so they can determine whether tourism is an appropriate action to pursue; to have control over tourism development (scheyvens, 2002); to define the forms of tourism they want to develop and the mechanism of cost-benefit distribution to maximize the benefits their receive (akama, 1996). sofield (2003) defined empowerment as a multi-dimensional process that provides communities with a consultative process often characterized by the input of outside expertise. in a tourism context, outside stakeholders may be involved as external agents in community empowerment. support and active participation by external stakeholders are factors, among others, that support (or hinder) sustainable tourism development (moscardo, 2005, kontogeorgopoulos et al., 2014). literature has indicated that support and participation from stakeholder are few factors, among others, that support sustainable tourism development (moscardo, 2005). in community empowerment, tourism stakeholder has a role as an external change agent (sadan, 2004) and sources of support (steiner and farmer, 2017). stakeholders can act as a facilitator to link individual or community to development; and to support action and participation through encouragement and a continuation facilitation effort (arai, 1997, timothy, 2007). tourism stakeholders generally consist of government at different levels, nongovernment organizations (ngos), tourism industry members, educational institutions, tourists, and local communities (united nations environment programme and organization, 2002). each has their own role in community empowerment in tourism development process (figure 1). 27 figure 1. tourism stakeholder’s role in community empowerment source: tourism stakeholder’s role in community empowerment (scheyvens, 2002, drumm and moore, 2005, ruhanen, 2013, sofield and li, 2007, zeppel, 2006, gorica et al., 2012, nikkhah and redzuan, 2010, cole, 2007, moscardo, 2005). empowerment is an ongoing and fluctuating process (arai, 1997); therefore, the role of external agents will also changing in the empowerment process. community empowerment is not just about communities changing as they ‘become empowered’, but also about stakeholder changing the way they work, to take more ‘empowering approaches’ (cdx & changes, 2008). they also suggested five dimensions as a framework for planning work to empower communities such as confident, inclusive, organized, co-operative and influential. related to stakeholder role in tourism development, one of the important threads in debates about sustainable tourism and empowerment is community involvement or participation, and it is acknowledged that the quality and level of participation varies across regions, particularly in developing countries. one factor that inhibits community participation is the top-down approach to planning or decision-making, whereby decision-making power lies with government or stakeholders with ‘official’ standing (e.g., ngo), leaving little role for local communities (wall and mathieson, 2006, garrod, 2003, zeppel, 2006, wilkinson and pratiwi, 1995). in some cases, planning is administered by 'outsiders', including government officials, who may view the community as 'an object' of development and design programs based on 'what the outside stakeholders can do' rather than 'what the community needs' (narayanan, 2003). furthermore, the unequal power between stakeholders and communities in decision-making often limits the community’s ability to obtain tourism benefits, thereby further inhibiting community empowerment (coria and calfucura, 2012, narayanan, 2003, wilkinson and pratiwi, 1995). the recognized limitations of a top-down approach to tourism planning has led to calls in the development literature for bottom-up participatory approach, which is seen as offering the greatest potential to effect the necessary changes in local stakeholders’ attitudes and actions (garrod, 2003, wall and mathieson, 2006, byrd, 2007, narayanan, 2003). this government (national and local level)  set a context and ground role (e.g., regulations, national masterplan) community empowerment in tourism development non-government organization  provide support (e.g., information and knowledge, financial, others technical assistance).  connect community with other stakeholders tourism industry  linking community with tourists (consumers)  create opportunities for community to be involved in tourism  create opportunities for community to interact with tourists tourist  motivate community members to be involved in tourism industry  improve community skills and knowledge (through interaction)  create new recognition for community resources 28 approach involves public participation in tourism development and encourages communities to take greater control of their future by becoming involved in the planning process (wall and mathieson, 2006). in this way, empowerment offers a way for communities in developing countries to have control over certain developments in their area to reduce the negative impacts and to increase benefits from the development to enhance their quality of life (scheyvens, 1999, sofield, 2003, aghazamani and hunt, 2017, scheyvens, 2002). based on the discussion above, there is a need to identify the roles of external stakeholders to empower the community in tourism development; as highlighted by dolezal (2015) that the interaction between all stakeholders need to analyze since they will create the local spaces of empowerment or disempowerment in a particular area. by identifying, it is possible to gain insights into tourism development process and determined critical factor(s) that encourage and or inhibit the achievement of sustainable tourism goal including local community empowerment. therefore, this article will explore how tourism stakeholder role in empowering local communities in indonesia. to answer the central question, several objectives have been defined: who are the stakeholders involved; what is their motivation for their involvement; what role does community empowerment have in these motivations; and what is the role of various stakeholders in community empowerment, related to tourism development in the areas? research methods the research objectives are examined through namo sialang village that purposefully selected to represent communities where tourism was developed in a bottom-up approach. administratively, the village is located at langkat district, north sumatera province, adjacent to gunung leuser national park (glnp). the village has one tourism destination namely tangkahan ecotourism destination, one of tourism destination in indonesia that is developed based on local community initiatives. tangkahan has a variety of natural attractions (e.g., plantation area, hot springs, waterfalls, caves, cliffs, high diversity of flora and fauna, and tropical rainforest) (wijaya, 2009). tangkahan also has another attraction, which is a trained elephant. tangkahan is famous for being managed by the local community. the word "community" and the behavioral change from illegal loggers to tourism operators are the icons of the region's renowned. the community has been involved in the planning process. tourism development at tangkahan area started at the end of 1980 when several main actors of the illegal logger who released from prison took the initiative to open a tourism destination. the increase of the tourist, lead to conflict between illegal loggers and guides whose trying to protect their guests, and competition between tourism actors. in 2000, the community collaborated with stakeholder (e.g., ngos, journalist, academician, government) to eradicate illegal logging activities that lead to conflict between illegal logger with the tourism industry and make the tourism activities in tangkahan stop. in 2001, tourism activities revived again that pioneered by young generation who want to improve their economic condition. those young people formed tangkahan simalem ranger that initiated tourism development activity. on 19 may 2001, on the initiative of tangkahan simalem ranger, the community agreed to develop tourism and formed a tourism organization, named lembaga pariwisata tangkahan (lpt – tangkahan tourism organization). the community also elected organization board through the voting process, developed management framework and basics principle of tourism development. in 2002, the community made an agreement with glnp manager, which is the first phenomenon in indonesia, since the regulation obliges every stakeholder who wants to conduct tourism activities in national parks should apply to get a specific permit (ijin pengusahaan pariwisata alam/ ippa). the glnp manager gave legal rights to the community through lpt to manage part of the national park area. in return, the village's community is responsible for maintaining and protecting national park resources. lpt is the first community institution that has legal empowerment from the central government to manage and organize tourism activities at the national park area. in early 2003, lpt becomes an open organization for the entire village community. it means that the entire community is a member of lpt, which 29 have the same rights and obligations. in the restructuring process, tangkahan simalem ranger becomes one of lpt division. at that time, the lpt also formulated village regulation of tangkahan ecotourism zone, which regulates all social life aspects, natural resources conservation, local economy, the role of youth, customs, religious and regional spatial planning in ecotourism development. this regulation is the first regulation which directly regulates conservation aspect and social institutions, that participatory designed. in the same year, there is an extended of an agreement between the glnp manager and head of lpt, related the allocation of entrance fee and permit fee between them. support from various stakeholders such as ngos, universities and local government began to arrive (the government of langkat district, 2010, harahap, 2012). tangkahan ecotourism was officially launched in 2004 and get the national award of "innovation of indonesian tourism" from minister of culture and tourism for their management model (i.e., the participatory approach) (kaur, 2010). in the end 2016, the agreement with glnp manager is expired. due to the implementation of new regulation (government regulation no. 36 the year 2010), the community should apply to get a permit to manage tourism activities in the protected area (ippa). it caused the conflict within tourism organization and between tourism organization and the village government. the village government wants to cooperate and collaborate with the tourism organization and to be more involved in tangkahan management, while the tourism organization seems to reluctance to cooperate. the conflict also occurred between younger and older generation. the younger generation wants to improve the tourism development and makes some changes in tourism management, including build collaboration with the village government, while the older still want to manage the tourism as they have before. the research employed in-depth interviews approach since it considered an appropriate tool to use in planning and evaluating programs because they use an open-ended, discovery-oriented method, which allows the interviewer to explore the respondent’s feelings and perspectives on a subject (guion et al., 2011). in-depth interviews are useful for learning about individual’s perspectives. this technique is an effective qualitative method to achieve research objectives since it can get people to talk about their personal feelings, opinions, and experiences of their involvement in tourism development in the research setting (mack et al., 2005). in-depth interviews conducted with tourism stakeholders (united nations environment programme and organization, 2002) such as local government representatives, tourism operator/industry, tourism organization representatives, ngo representatives, national parks managers and extension officers. the researchers have interviewed 28 people from five type of tourism stakeholders. for the first interviewee, the researchers approach those who have an authority in tourism activities the area (e.g., the case study area’s leader or tourism organization leader), as the first participant, assuming that they have broad knowledge related to tourism development in the case study areas. then the researchers ask him/her about the person from other institution that can be a potential participant and then approach those people or institution that recommended or mentioned by the previous participant. an interview guide developed based on the research questions that were used as an indicative guide when conducting interviews (kvale, 1996 as cited at guion et al., 2011). several themes ask in the interview process are key informant background, organization profile, role, motivation, program/activities of community empowerment in tourism development in the area. the sampling method used to select participant are purposive and snowball sampling. purposive sampling is a type of nonprobability sampling where the units observed are chosen by the researchers’ judgment about which ones will be the most useful or representative. snowball sampling often employed in field research whereby each person interviewed may be asked to suggest additional people for interviewing. in snowball sampling, the researchers collect data on the few members of target population he or she can locate, and then asks those individuals to provide the information needed to locate other members of that population whom they happen to know (babbie, 2007). steps that taken to analyze the results of interviews are transcribing, analyzing, verifying and reporting (kvale (1996) cited at guion et al., 2011). transcribing involves 30 creating a verbatim text of each interview by writing out each question and answer. the interviewer's side notes also included in the transcription, and properly labeled in a separate column or category. further, to identify the themes and ideas, the data were coded manually. the researchers using open coding that involves the breaking down of data into its parts and looking for similarities and differences. the researchers used the topics and questions to organize the analysis, in essence synthesizing the answers to the questions that have been asked. then, the data analyzed to identify patterns, themes, and ideas, from both existing theories and new issues which arose from the fieldwork, that are supported by interview quotations or observations. the themes then organized to interpret the findings and to produce a comprehensive and critical summary. the researchers described and analyze the findings from two case study communities separately. in the end, the researchers conduct comparative analysis to generate similarities and differences which led to the main conclusions of the research. result and discussions tourism stakeholder profile stakeholders involved in tourism development in namo sialang village are local government (village government); central government (glnp manager – representative of ministry of forestry); ngos (i.e., tourism ngo indecon; wildlife ngo – cru and oic); tourism organization (lpt); and tourism industry. some stakeholders (i.e., village government, central government, tourism ngo) were involved since the initial stage, while other ngos involved in mid-stage. each stakeholder has a different role in the development. in the initial stage, the village government involved in most of the tourism development (e.g., planning process, management activities). in current time, the village role is as an advisor for tourism development process; to support the lpt in legal aspect (e.g., sign a letter that needed by tourism organization); and to maintain safety and security in the village. for the central government involved because their main responsibility is to protect the national park area. their role is to support and facilitate community in legal aspect and community capacity building. the tourism ngo is a non-profit organization focusing its activities on developing and promoting ecotourism in indonesia. its vision is to become the center of indonesian ecotourism research, development, training and promotion. the mission is to develop and promote ecotourism in indonesia to conserve biodiversity and culture as tourism assets. wildlife ngos involve in tourism development are oic and cru. oic involved since 2001 and works to raise community awareness to relate to sumatran orang-utan conservation strategies. their involvement is more likely ‘on-off involvement’. they only involve when there is orangutan issues/problem needed to address (e.g., when some of them are sick, injured, human-wildlife conflict). oic mission is to contribute to saving indonesian wildlife (i.e., orangutan and its habitat). therefore, since tangkahan is an essential habitat for the orangutan, and tourism can affect orangutan negatively, therefore the organization need to involve and intervene in the tourism activities. cru, the only ngo that has a representative stay in the village, is a program conducted since 2003 by ffi, which co-operated with the national park and lpt. its mission is to conserve threatened species and ecosystems. initially, cru worked at tangkahan to support national park program (e.g., conflict mitigation and community-based forest safeguards schemes). then, since the community has an intention to improve their welfare by developing tourism activities so that the organization felt necessary to support their effort. cru support them with their resources such as the elephant patrol and their mahouts with unique skill, knowledge, and experiences, which used as a tourist attraction. tourism organization that plays an important role in tangkahan is lpt, which is an official caretaker that responsible to organize and manage tourism development process (i.e., planning, organizing and monitoring activities). the organization, which consist of local community, works collaboratively with the glnp manager to manage and organize tourism development. lpt missions are to preserve and utilize the potential of non-timber forest products and environmental services in glnp; to develop tangkahan tourism area into an international tourism destination; to strengthen potential production sectors in the village, and 31 develop global interconnection network. the objectives of lpt strategy are to protect, conserve, and utilize glnp in a sustainable manner and to increase local community capacity so they will be able to optimize potential development. on a daily basis, the institution role is to manage tourism activities in the area (e.g., organize guides and visitor management). in tourism management, lpt implements “one gate management system”, which means every activity that takes place in the area should go through or get permission from lpt. any stakeholders who want to do some activities or cooperate with the community or other stakeholders that exist in the area should inform and discuss it with the lpt board. in term of benefit sharing, lpt shares 2.5% revenue from tourism with the village government. several tourism industries available are accommodation, tour operator, and guide. all those are a family business. some owned by the local community, and some others owned by bukit lawang people. they build the business to increase family income and open new employment opportunity for local people. for tour operator, there is only one tour operator that operates in the area, namely the community tourism operator (cto), which is one of lpt division that manages tourism product, marketing, and tourist activities; and handling a tourist admission to enter the national park. stakeholder motivation and purpose in general, most stakeholders have similar motivation and purpose, i.e., to protect and conserve natural resources by increasing community welfare. they expect, with the economic improvement, community pressure on national park resources will be decreased. the village government involved in tourism development because the area is part of the village and the people who initiated the tourism development are the member of the village community, while the central government involved because their main responsibility is to protect the national park, and the tourism activities and attraction mainly located within the national park. another reason in the area has an illegal logging issue, which becomes the main problem for the government. the government needs community support to solve the problem; therefore, they have to cooperate with the community to achieve the goal. for tourism ngo, there is a unique condition in its involvement at the village. the organization involves because the community approaches them to help the community develop tourism activities. the ngo decides to involve because the community has initiative and motivation to change (from illegal logger to become conservationist). while for wildlife ngo, their motivation is to reduce negative impacts from tourism so it will not endanger the wildlife and its habitat. they are intended to facilitate community development process so that the pressure to the natural resources can be reduced and the community can help them achieve their goal. tourism organization (lpt) was formed based on community awareness to be able to get an alternative livelihood. their motivation is to transform community livelihoods, from illegal logging into ecotourism activities and to improve the local economy. the community chose the ecotourism concept because, in their opinion, ecotourism activity can provide benefits to the community. in general, the stakeholder motivation to involve in tourism development is to fulfill their mission and responsibility. activities conducted by tourism stakeholder in the area tourism development in tangkahan occurs through several stages, from the planning process, capacity building, tourism product development, local policy development, institutional development, and promotion. the community involved in all stages and supported by stakeholders. however, most of programs and activities are held in the tourism hamlet, and the focus participants are the tourism industry member and tourism organization members. it makes the opportunity only limited to those who stay in tourism hamlet and other hamlets adjacent to the hamlet. the planning process was conducted by community and facilitated mainly by tourism ngo. in the planning process, the community design an agreement on longterm tourism management principles and a master plan that define ecotourism activities conducted in the area, parking area, how to monitor ecotourism destination, and zoning. in term of community capacity development, the central government, ngos, and tourism organization conducted several activities namely training, discussion, and sharing 32 experience with other institution to get an idea of proper tourism management, in order to improve their knowledge, experience, awareness, and build pride and self-esteem in community, particularly the tourism actors, manager and policymakers. material provided, for example, ecotourism versus mass tourism principles; inventory, identification and conservation of natural and cultural resources; guiding and interpretation; safety and security; search and rescue (sar); services for tourist; tourism activities monitoring; hygiene aspect in food processing; administration; english language; handicraft for souvenirs; and tourist preference. ngos help communities to develop tourism product development and facilitate community in developing local/village regulation related tourism to empower them in the legal aspect. in this stage, the lpt member learns how to write and design village regulation related to tourism development. several regulations they made are village regulation on environmental and tourism management, tourism manager role and responsibilities; benefit sharing mechanism; and policy about cooperation type between lpt and other stakeholders. the community also learns how to build a network with other stakeholder and do the marketing or promotion. all activities were done with "learning by doing" methodology, where the community gets knowledge and understanding in the room, then learn and practice directly in the field. tourism ngo assists community to develop organizational capacity which undertaken through meetings and training for lpt member about organizational management. the central government through national park manager conducted a program named conservation village model. ngos and national park manager support the lpt in marketing and promotion activities. for example, the ngos helps lpt conducted tour trial, distribute promotion material (e.g., brochures) in a national and international event (e.g., itb berlin), develop a website, website management training on a trainer, and write articles in various media. the stakeholder also facilitates cto members to participate in tourism fairs in medan to encourage the community to learn about market characteristic and marketing strategy. for monitoring activities, the stakeholders were mostly only doing it at the end of their program. there are no continuous monitoring activities conducted by the stakeholders. among all stakeholders, the tourism ngo is the stakeholder that quite intensive assist the community since the initial stage of development. however, they only intensively involve until 2006. currently, the ngo does not directly involved in the area, but they still communicate occasionally. the reason why they do not accompany the community, so there the community does not always depend on them and the limited funding. community empowerment process from the activities conducted by community, arguably, that the stakeholders create four frameworks of power in the empowerment process namely ‘power over’ (domination), ‘power to’ (agency), ‘power with’ (collectively) and ‘power within’ (self-awareness) (knight and cottrell, 2016). however, that the process of generative empowerment (e.g., agency, collectively, and self-awareness), is only occurring amongst community members involved in the tourism industry and planning process. while for the wider community, including the disadvantaged group (e.g., women), experienced the power over. ‘power to’ occurs in the form of the increase of community knowledge and skill to organize tourism activities, and in the end would be to increase their income. this increase in agency mostly occurred from tourism revenue gained from tourism activities (economic empowerment) but is limited to those involved in the tourism industry in each village. related to “power with”, the process occurred in the improvement of public facilities (e.g., road and bridge) that build from tourism revenue that share by tourism organization (lpt). however, the improvement only occurs in certain hamlets or areas close to the tourism zone. the result indicated that the tourism organization acted collectively to empower others, in consideration to support them in fulfilling tourist needs. for “power within” (self-awareness), the self-awareness is limited to community members who are involved in tourism organization, particularly tourism organization board. their confidence is increased, since the stakeholder often asked them to share their experience in developing tourism there 33 are (which is based on local community initiative) with other stakeholders, including international institution. empowerment is about ‘agency’. however, the finding indicated that tourism stakeholder activities might increase the power over of local stakeholder (i.e., lpt) which is indicated that the stakeholder has not conducted the empowering approach. it is because their activities mostly focused only on certain community group such as a tourism community group. based on lukes (1974) as cited in simons and groot (2015), the power over occurred in the village are the power deals with access to and control over resources on which others depend (e.g., information); power to make people conform to their disadvantaged positions via values and norms (e.g., for women) and control over decision-making processes and agendas. the study indicates that stakeholders involved in tourism development at namo sialang worked to increase community confidence, which has improved people’s skills and knowledge so that they believe that they can make a difference and take part in and influence decisions and activities. however, all stakeholders have not worked in inclusive ways or considered that differences exist in the community. neither have they promoted equality of opportunity and good relations between groups, or challenged existing inequalities and exclusionary practices. these external stakeholders’ activities focused on only the tourism industry members with material related to the tourism industry and natural resources conservation; they have not conducted activities for other community members or disadvantaged groups (e.g., women). the literature notes that to achieve community empowerment, stakeholders should tailor activities for different participants, acknowledging their condition and needs, rather than generalizing the community as a whole (weng and peng, 2014). in addition, though the literature suggests that community empowerment needs continuous effort (li and hunter, 2015), the tourism stakeholders mostly conducted one-off, short-term programs and without follow-up, such as evaluation or monitoring. based on cdx & changes (2008) dimensions, the research result indicates that the stakeholders only works in a confident and influential dimension. it can be seen from the activities that focused on the improvement of the community's skills, knowledge and confidence and makes them a belief that they can make a difference. for influential dimension, the agreement that given by central government can be seen as an effort to empowering community in political dimension since it provide legal empowerment for community and recognition them as an institution with wide rights to control the land, to make rules, and to establish mechanisms to enforce these rules (sofield and li, 2007) however, they have not work in inclusive ways since the not promote equality of opportunity and good relations between groups and challenge inequality and exclusion. it can be seen from their activities that only focused on only the tourism industry member. they do not conduct activities for the community group that stay far from tourism destination or the disadvantaged group (e.g., women). stakeholders also have not worked on an organized, cooperative approach. they do not conduct activities that could bring people together around common issues and concerns in organizations and groups that are open, democratic and accountable. they also have not positive relationships across groups, identify common messages, develop and maintain links to national bodies and promote partnership working. conclusion support and active participation by external stakeholders are factors, among others, that support (or hinder) community empowerment in sustainable tourism development. the interaction between all stakeholders need to analyze since they will create the local spaces of empowerment or disempowerment in a particular area. by identifying, it is possible to gain insights into tourism development process and determined critical factor(s) that encourage and or inhibit the achievement of sustainable tourism goal including local community empowerment. therefore, there is a need to identify the roles of external stakeholders to empower the community in tourism development. the study’s findings noted that tourism stakeholders have a crucial role in community empowerment. despite the planning approach, stakeholders could influence the community empowerment outcome since they could affect the opportunity structure to increase 34 community empowerment. however, this study has not discussed their role in a detailed and deeper understanding. for example, how should they design or plan their programs and activities to empower the community, and afterward, how their activities and programs could empower a community and whether their approach is empowering. the finding of this study has indicated that stakeholder’s motivation play important role in the way their planning their activities and program. however, this theme has not analysis in detailed. community empowerment is not only about how a community can become empowered, but also about how stakeholders can implement the empowering approach, a deeper study on how stakeholders’ conduct their empowering process if they already implement an empowering approach is required. the aim is to help identify good practice in community empowerment. where is the strongest? where is the weakest? the results could be uses to help develop strategies and plans, using the empowerment dimensions to help with process and structure. acknowledgement this research was supported by the new zealand ministry of foreign affairs and trade (mfat) and faculty of environmental, society and design. i thank my supervisors from lincoln university, new zealand who provided insight and expertise that greatly assisted the research, although they 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tourism research, 22, 283-299. zeppel, h. d. 2006. indigenous ecotourism: sustainable development and management, cabi. zimmerman, m. a. 1995. psychological empowerment: issues and illustrations. american journal of community psychology, 23, 581-599. international journal of applied sciences in tourism and events issn: 2580-5592, vol 4, no 1, 2020, pp https://doi.org/ 95 religious tourism development model in banyuwangi adytira rachman1*, mochamad ardi setyawan2 1,2economic and business faculty, universitas 17 agustus 1945 banyuwangi, indonesia 1*aditiraa@gmail.com, 2ardiraffi8830@gmail.com article history received on january, 30th 2020 revised on december, 3rd 2020 accepted on december, 28th 2020 abstract purpose: this study aims to identify the distribution of religious sites, develop religious tourism models, and determine the right development strategy for religious tourism in banyuwangi regency. research methods: the data analysis technique uses qualitative data analysis techniques which include data collection, data reduction, data presentation, and drawing verification and the swot analysis which includes the preparation of the ifas (internal factor analysis summary) matrix and the efas (external factor analysis summary) matrix which is followed by the preparation of the swot matrix. results and discussions: banyuwangi has many religious sites which are potential to be developed as religious tourism objects, including the lingga and yoni relics in jambewangi; alaspurwo; rowu bayu site; ompak songo; aningpatih site; kawitan sites; goa site at alaspurwo; image worship site; goa maria; tomb of sayid yusuf; tomb of mbah dowo; tombs of the regent of banyuwangi; konco hoo tong bio; tomb of jogopati rempeg; sri tanjung well; mbah kopek's grave; giri salaka temple. conclusion: banyuwangi has many religious sites that have the potential to be developed into religious tourism objects. keywords: religion, religious tourism, development, model introduction banyuwangi has a huge tourism potential ranging from natural, cultural, spiritual, agro-tourism, village tourism and historical tourism. these potentials have not yet been fully developed by the banyuwangi district government. this can be seen from the direction of tourism development in banyuwangi regency, which was developed in three groups of development areas called "the diamond triangle" (bappeda, banyuwangi regency, 2018). of the three development areas, most are natural and cultural tourism in the form of traditions and festivals. one of the tourism potentials that can be developed as alternative tourism in banyuwangi is religious tourism. dewhurst (2001) mentions that the sustainable tourism development is a concept in tourism which aspired by the people who understand the importance of sustainability, the emphasis on the sustainability of the development of a tourism area, with three aspects, environmental, social, cultural and economic (nikolova & hens, 2013; mihalic, https://doi.org/ 96 2016). 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 wysokińska (2017). referring to his opinion pendit (2004: 41) said that religious tourism or pilgrimage tourism is more or less related to the customs, traditions, religions and beliefs of people or groups in society. related to the statement of the pendit is very much in accordance with the potential that exists in banyuwangi district. this is supported by his opinion miskawi, et al (2016) said the potential to develop religious tourism in banyuwangi is very large because banyuwangi has a variety of relics from religious sites ranging from pre-literacy, classical and islamic. for example the aningpati petilasan in seloh giri ketapang, the tomb of rempeg jogopati, the tomb of the banyuwangi regents, anantha boga temple at the foot of raung mountain, rowo bayu, alas purwo and many other religious sites scattered in almost every region in banyuwangi regency. in addition, a. yoeti (2008) tourism is very influential on people's income. furthermore pendit (2009: 128) tourism has an impact on the socio-cultural and economic life of the surrounding community. thus, the development of religious tourism will indirectly have an impact on the distribution of people's income. with the concept of developing religious tourism will empower more people around the site to be developed. in addition, the purpose of tourists to travel is not only motivated to seek pleasure, but also to seek knowledge, for example "to increase knowledge about foreign destinations" (muhammad and puad, 2010). meanwhile, according to kotler and armstrong (2008: 129), there are six models of purchasing decisions made by tourists, namely the choice of product or service, choice of brand (brand), choice of visit channels, choice of visit time, number of visits, and payment methods. what was conveyed by muhammad and puad and kotler and armstrong seem to be related to the phenomenon in indonesia, that the indonesian people have different motivations for traveling, namely to package travel in the form of religious travel. in the charter for sustainable tourism (1995), sustainable tourism development is the development that can be supported ecologically well as economically viable, steer & wade-gery (1993) reveals at least more than 70 definitions of sustainable development. inevitably many potentials are also overshadowed by the emergence of problems, for example there are still many religious sites that are not maintained, and many are damaged by ignorant hands irresponsible and many caretakers do not understand the history of religious sites. among the general public, many do not understand the history and values that exist on religious sites so that it impacts the sustainability of the religious sites (anwar, 2017: 187). in addition, the numbers of religious sites that have not been inventoried are also an obstacle to the development of religious tourism. referring to the potentials, opportunities and problems, the development of religious tourism becomes very important and urgent to do not only because of the importance of equitable distribution of income of banyuwangi people but also the mission of conservation and sustainability of religious sites so that they can be enjoyed by future generations, especially the character values contained in religious site. research methods this research takes place in banyuwangi regency, especially areas that have religious sites such as wongsorejo, kalipuro, banyuwangi, kabat, rogojampi, muncar, sempu, and songgon. the forms and strategies used in this research are descriptive qualitative. the data sources of this research are: (1) archives and documents: such as magazines, newspapers, research results, articles and books related to religious sites in banyuwangi regency; (2) informant: the technique used in determining the informant is purposive sampling, namely the key gatekeepers at religious sites, cultural figures, historians, community leaders around the religious sites, and the communities around the religious sites; (3) place of event can be used as a source of data because it deals directly with the object to be studied. data collection techniques include: 1) in-depth interviews are used to obtain oral information through conversation and face to face with people who can provide information to researchers (sukmadinata, 2009: 216; sarosa, 2012: 45; mulyana: 2004: 180; sugiyono, 97 2009: 233). in conducting interviews using several instruments, namely interview guidelines, recording devices in the form of block notes and ballpoints, voice recording devices, cameras, and video recording devices; 2) observation technique is done by observing the ongoing activities (sukmadinata, 2009: 220; bungin, 2009: 115). what is observed in this study are places or historical sites that have religious values in banyuwangi regency; 3) document study technique is data collection by collecting and analyzing documents, both written documents and electronic documents (sukmadinata, 2009: 221; sarosa, 2012: 61; mulyana, 2004: 195). documents used such as magazines, newspapers, research results, articles and books even chronicles or papyrus. in qualitative data, validity used is triangulation technique (hb sutopo, 2006: 92; patton; 1980: 161; denzin, lincon, 2009: 271) which includes: 1) triangulation of data (data triangulation) which is carried out by: comparing data observations with interviews, compare what people say in public with what is said privately, compare what people say about the research situation with what is said all the time, compare interviews with the contents of a related document (bungin, 2009: 257); 2) triangulation of researchers (investigator triangulation) uses a number of researchers or evaluators in research. then the relevant research results will be compared with the problems to be studied; 3) theory of triangulation is done using patterns, relationships, and includes explanations that arise from the analysis to look for themes or comparative explanations with theories based on the assumption that the facts cannot be verified with a single theory without multi perspectives (bungin, 2009: 257 sutopo, 2006: 4); and 4) methodological triangulation (methodological triangulation): similar data collected by different methods are compared and data conclusions are drawn with stronger validity by checking the degree of trust in research findings, data collection techniques, and data sources (sutopo, 2006: 95; bungin, 2009: 257). the data analysis technique used in this study is the swot (strengths, weaknesses, opportunities, threats) technique used in research into the development of tourism models. swot analysis is a qualitative analysis that is used to systematically identify various factors to formalize strategies in an activity. this swot analysis is used to identify strengths, weaknesses, opportunities and threats from external factors that influence an appropriate strategy for the development of religious tourism in banyuwangi regency. according to rangkuti (2011) before conducting a swot analysis, an internal ifas (internal strategic factor analysis) summary and efas (external strategic factor analysis) summary matrix preparation will be carried out. result and discussions potentials of banyuwangi religious tourism cultural heritage and artefacts in the form of religious sites in banyuwngi regency are widely distributed in every region. 1. relics of the lingga yoni at jambewangi in this site found yoni phallus stone and a neat stack of ancient bricks arranged. archaeologically it is the site of the hindu-buddhist period. linga which is a symbol of the masculine organ. the portrayal of the phallus-yoni as a symbol of shiva. lingga basically has meaning, role and function which is very important in the life of the past society, especially for hindus. the bricks around the yoni phallus are messy and the arrangement is irregular, so it is difficult to explain the name and function of an object. however, this object is widely used by the balinese hindu community as a place of ritual to this day. this megalithic site is very alarming because it is not supported by a caretaker or caretaker so that many visitors have difficulty relating to information related to the megalithic site. for more details can be seen in the following picture. 98 figure 1. megalithic stone and yoni lingga source. researcher documentation, 2019 2. goa site in alas purwo national park one area in the eastern tip of the island of java which has a great spread of religious sites is the alas purwo national park in the form of caves and niches. in addition there are also lots of pyramid and temple. the caves in the area of alas purwo national park which recorded about 40 caves. but only five caves are the most visited and widely known by the public. namely the palace cave, padepokan, mayangkoro, mangleng, and kucur. apart from being easy to reach, the four caves are believed to have mystical value. when examined again among the five caves, the palace cave is the most visited. in addition, there was a lot of news circulating that the palace cave was the place of the first president of the republic of indonesia (ir. sukarno) in seeking inner peace. currently this cave is visited by many people who want to be imprisoned and seek peace. 3. the rowo bayu site rowo bayu is a swamp in bayu village, songgon district, banyuwangi regency. according to information from local residents in this location is believed to be a place of battle between the kingdom of blambangan with the netherlands. in this place there is also a petilasan which is believed to be a hermitage prabu tawang alun which has now been erected a temple / temple. the petilasan form is a cylindrical natural stone with a size of approximately 60cm. this swamp is a meeting place for three springs, namely sendeng kaputren, sendang wigangga and sendang kemulyaan. until now the spring was saved by the community. in his book sri margana (2012) ujung timur jawa 1763-1813 the seizure of blambangan hegemony mentioned that bayu was once the capital of the kingdom of blambangan. this can be seen in the following image. figure 2. blambangan kingdom location map source: sri margana (2012) 4. site of ompak songo and pura dalem blambangan 99 according to soimin (50) this site was first discovered by his grandfather in 1916. since it was first discovered, the site's form is in the form of stones lined up on higher ground and if drawn a line will form a square shape like the foundation of an ancient pavilion building. it is estimated that songo ompak was a former pavilion from the blambangan kingdom. this indeed makes sense because the kingdom of blambangan has several times experienced the movement of the royal capital, such as panarukan, puger, bayu, white tiger, kuta lateng, ulupampang, and banyuwangi. in addition, taking into account the shape of the stone that has similarities with the foundations of ancient buildings. at first this site was used by hindus as a place for prayer. by the local hindu community this site is considered as pura dalem. because this site is a cultural preserve, the government is not permitted to pray at that place. as a substitute, pura dalem blambangan was built. 5. aning patih site in kalipuro in this site there are several points, namely the hermitage selogiri, the tomb of aning patih. what's interesting about aning patih's hermitage and tomb, to the location through the hill that is packed like a punden terraces and the environment there are various kinds of large trees so that the environment looks natural and cool. the general public knows the aning patih site as aning patih's burial place which during his lifetime had influence and at the same time spread religion. it is said as a tomb still needs to be studied in more depth because in this site found lingga yoni. in indonesian tradition it is not uncommon for lingga and yoni to be in the tomb. the existence of a foundation stone structure at each corner of the site can be estimated this is a place of rubbing. because most of the material is made of wood, it is damaged by time, while the bottom is made of stone, we can still find it today. around the tomb there are several large bricks. from the foundation structure using bricks with a large size of 40 cm long, 15 cm wide and 5 cm thick with a perfect combustion process, unlike the current small size 20 cm long and 10 cm wide and 3 cm thick. many visitors come to this location from various religions and beliefs. 6. kawitan site on alas purwo kawitan site is a temple derived from jawi which means old. this is related to folklore that alas purwo was the earliest land created on java. the site of kawiwtan was discovered in 1967 by residents who cleared the forest as agricultural land, but it is definitely not known since when. kawitan site close to pura giri salaka. historically kawitan sites have links to kawitan sites. in this site there are bricks with a large size with a length of 40 cm, width 15 cm and thickness of 5 cm with a perfect combustion process. the bricks are arranged but irregularly covered in black and white cloth. what's interesting is that there is a brick in the middle there is a picture of a dagger and beside the site there is a large toad sculpture. according to the frog keeper as a symbol that this forest used to have a large frog when opening the forest. 7. image worship site image worshiping grave is in the middle of ptpn xii (persero) wongsorejo plantation. not yet known with certainty about the origin of image worship. but some people say that this tomb is one of the sacred tombs and is believed to be the one who opened the plantation land. so that many banyuwangi communities and outside the banyuwangi regency carry out salvation, recitation at the image worshiping tomb. this can be seen from the spacious tomb space or terrace which is used as a place for visitors, approximately 3.5 square meters. between the terrace and the separate tomb room, so visitors can only get outside. 8. goa maria in grajagan maria cave is used by the catholic community. which makes from the poor diocese. many people use it as a place of prayer and also used as a place of meditation because of the atmosphere that supports away from the crowd. usually in certain months, namely the month of maria (may-october). this cave is a form of homage to the virgin mary. interestingly there is an artificial cave, a sacred well in which there is a statue (mother of mary) with natural stone 100 ornaments arranged in such a way that looks like natural. on the other hand this building shows a variety of uniqueness starting from the building and the natural environment. the existence of this place actually has existed since the netherlands was entrenched in banyuwangi. this place might be the beginning of the existence of christianity in this area. but more research needs to be done in connection with this matter. 9. tomb of sayid yusuf there are two tombs located on the coast of sembulungan peninsula. the building looks quite prominent among the other huts. the core structure of the tomb is surrounded by a wall and covered by a tiled roof (cupola), meals are made on a staircase and the area around the tomb is fenced. the floor of the building is coated in white ceramic. the tomb is thought to be the tomb of mbah agung kalong. local people call it the tomb of gandrung and some say the tomb of sayid yusuf. it is said that mbah agung kalong was an elder from the muncar area who died while following the sea picking ritual (this needs to be done further research related to the role of mbah kalong or sayud yusuf during his lifetime). at each muncar sea picking activity, a pilgrimage to the tomb is always held. during his lifetime, sayid yusuf liked gandrung, so his grave was called the tomb of gandrung. in fact, in every sea picking event, gandrung art is performed here. 10. tomb of mbah dowo mbah dowo's tomb is located in the middle of teak forest in the area of alas purwo national park, kalipait village, tegaldlimo district. mbah dowo's tomb is called because the grave is not as long as the tombs in general. some say that the meal was actually a spear that was buried. so, related to the existence of this tomb is not known with certainty its history. asmat (55 years) as the guardian of the tomb does not clearly know the existence of this tomb. he is the 9th guardian of the tomb. until now many people have come to pray or ritual. besides the tomb there is also an old well whose water is used for all medicines for those who have faith. this can be seen every visitor who comes and goes home, visitors always bring water after praying at dowo's mbah grave. 11. the graves of the banyuwangi regent banyuwangi regent's grave site is in a rather closed area behind the great mosque of baiturrahman banyuwangi. the location is behind the baiturrahman banyuwangi mosque administratively included in the kepatihan village, banyuwangi district. in this tomb five banyuwangi regents are buried, namely tumenggung wiroguno ii (1782-1818), tumenggung suronegoro (1818-1832), raden tumenggung wiryoadi danuinggrat (1832-1867), raden tumenggung pringgokusumo (1867-181881), raden tumenggung ary sugono (1881-1888). each tombstone has a uniqueness of each of these things seen from the shape between one tomb and the other tomb are not the same. 12. konco hoo tong bio at first, the very first temple built for chen fu zhen ren was located in lateng. however, after blambangan was attacked by the dutch in 1765, the center of the kingdom was moved in the present city of banyuwangi (previously around muncar). chinese citizens migrated and moved the location of chen fu zhen ren temple to the current hu tang miao temple. the dutch took control of the new banyuwangi area in 1774 so that banyuwangi was abandoned by its inhabitants until the dutch returned to employing 100 chinese in banyuwangi to develop agriculture. therefore, it is estimated that this temple was built around 1768-1784. the date of the establishment of titd hu tang miao is unknown due to the absence of records. the oldest known inscription is a wooden panel dating from qianlong jiachen (1784) which contains tan cin jin (chen fu zhen ren) calligraphy. another source from the doctor's note franz epp german nationality states that hu tang miao was renovated again in 1848. according to epp: " their pagoda and the gods in it are the oldest in java and have stood before the arrival of europeans. like lateran in rome, this temple can be called "mother or head of all cities and the whole world" in connection with 101 other temples on java, because the temples subsequently consider themselves to be descendants or branches. the chinese have a great respect for the temple however, on friday, june 13, 2014 the place of worship in hoo tong bio suffered a great fire in. the fire caused the main worship building and several other buildings to be severely damaged. the fire was known around 06.00 am. as a result of this fire, around 80% of the buildings were damaged including kongco tan hu cin jin statue. interestingly this building, the main gate to enter the ho tong bio temple area has three doors, namely two side doors for the people and the main door in the middle which is used for rituals. there are also three main entrances to the temple. the main entrance gate of the hoo tong bio temple in the form of a gate is dominated by the red color symbolizing excitement, happiness, and prosperity. the main entrance concept in this temple is based on the principle of yin and yang, which is the left is the entrance (symbolized by the symbol of the dragon) while the right is the exit (symbolized by the white tiger). there is a belief for chinese citizens to enter through the dragon door and out of the door of the tiger, because it has a symbolic meaning to enter luck (dragon) and out of misfortune (tiger). the door in the middle is for the holy spirit. 13. tomb of jogopathy rempeg jogopathy rempeg tomb sites are rarely known by the surrounding community. even though it is located not far from where the community lives. as experienced by the author himself, when asking where this site is mostly shaking his head not knowing. as we know, mas rempeg alias pangeran jogopati is the knight of the blambangan tlatah who during his lifetime was an antipathy figure with foreign domination. both the invaders from inside / mataram or from outside like the netherlands. one characteristic of blambangan warriors is that they do not want to be defeated or conquered by outsiders. until the appearance of rempeg jagapati and sayu wiwit. not satisfied with the regent's administration showing that the voc turned out to be corrupt, jagapati gathered the blambangan people in the bayu fortress. thousands of residents are willing to leave their villages to join jagapati. and puputan bayu broke down, which caused huge losses on both sides. 14. sri tanjung well sri tanjung well is one of the sites in banyuwangi regency, east java, indonesia. this well is located on jalan sidopekso 10, kelurahan temenggungan, district of banyuwangi kota. the sri tanjung well is adjacent to the grand mosque, the regent's grave, and the sri tanjung park, precisely in the alley east of the pavilion, which is inside the residents' house. the sri tanjung well was discovered during the raden tumenggung notodiningrat (1912-1920). this well was initially merely a trial of residents to make wells in their homes. suddenly while digging a well behind mr darusman's house, a fragrant (fragrant) smell came out of the well. and it is believed that the fragrance is the smell of sri tanjung which was drowned by sidopekso into the river which is located under the house of mr darusman. the sri tanjung well is rectangular in shape with a length of about 1.4 meters and a width of 0.8 meters and a depth of no more than 7 meters. the width of the well is the same as the width of the alley that the visitors passed when they reached the sri tanjung well because this well became one of the houses of the owner of this well. sri tanjung is a legend telling how a princess who was very beautiful and loyal to her husband, sidopekso, was slandered by a king named sulokromo. sri tanjung's loyalty to sidopekso was also a legend in the formation of the name banyuwangi. 15. mbah kopek's grave this site is located in a public cemetery owned by the local community. related to the existence of this site is not very clear. the surrounding environment is a burial place. it's just that on the right side of the tomb there is a spring which is currently used by residents as a public bathing place. 102 16. giri salaka temple located in alas purwo national park pura giri salaka is located in lassa purwo national park, tegal delimo sub-district, kaliagung, kendalrejo, tegaldlimo, pura giri salaka alas purwo forest for farming. it is precisely on the founding of the alas purwo temple that the community found a mound of earth that contained large lumps of brick piled up, like a small gate. it is believed that the place was used for the monastic mage of the ancient hindu saints. to honor the ancestors, the people of the temple area performed religious rituals and built an additional 65 meters temple for the worship of the visiting public. integrated religious tourism model in banyuwangi regency mill and morrison (scarpino, 2009) say the tourism development model that links it to the context of the tourism planning/ management process, by revealing the four components forming a tourism system, namely the market (market), marketing (marketing), destination (destination/ tourist destination), and travel. another tourism development model is the global tourism system (cornelissen, 2005). cornelissen argued that global tourism requires a different / specific market based on the exchange between tourism producers and consumers. on the demand side, it consists of social groups with socio-economic and socio-cultural characteristics, interests, needs, and desires. on the supply side, it consists of producers who interact, innovate and compete. linkages between producers are monitored and regulated by institutions that regulate tourism development. furthermore, according to sukadijo (2000: 28) in the tourism industry, there are a number of variables, namely consumers, producers, demand, and supply. the development of integrated tourism is by combining various potentials owned by banyuwangi to become a tourist attraction both natural, cultural, historical, and religious tourism potential. the integrated concept is used to provide its own color for tourists so they don't get bored in watching tourism. in visiting tourists not only invited to enjoy religious tourism but also other tourism destinations in banyuwangi. figure 3. religious tourism model in banyuwangi regency source: primary data 2019 for the development of religious tourism in the banyuwangi regency, the location or area of tourism development must be determined. this is very necessary so that what is developed can develop and significantly influence the economy of the community around the area of tourism development. so, the model developed is a model of tourism based on the community. in general, tourism is developed by using investors as developers and financiers, but with this concept it will be very different because the investors themselves are the investors themselves. so that the results of tourism can be enjoyed by the public directly. potential religious site demand nature agriculture productive economy accommodation transportation facilities tourists information promotion factor ekternal society regional government competition tourism service 103 the demand for tourism especially in indonesian people is very much because of a unique phenomenon in indonesian society which is to package a religion trip on a tour. this certainly affects the development of tourism in indonesia. bnayuwangi as one of the areas on the eastern tip of the island of java which has various religious heritage sites will certainly get its own place among religious tourism lovers in indonesia. in addition, tourism development in banyuwangi is developing rapidly in the last few years. this is because it is supported by local governments who are serious about developing tourism. so that transportation is being built and tried to be integrated between one tourist attraction with other attractions. infrastructure as one of the requirements for the development of a tourism destination is also good. besides, at some points as a tourism promotion place, it is also accompanied by a tourism information center so that the public or tourists get complete information related to tourism destinations in banyuwangi. integrated religious tourism development strategy in banyuwangi regency according to rangkuti (2011) said that the swot analysis is a qualitative analysis used to identify various factors systematically to formalize strategies in an activity. this swot analysis is used to identify strengths, weaknesses, opportunities and threats from external factors that influence an appropriate strategy for the development of cultural tourism based on religions of religious sites in banyuwangi regency. before entering into the swot analysis, a ifas (internal strategic factor analysis) summary and efas (external strategic factor analysis) summary analysis must be made first. in the development of tourism, internal factor analysis is very important to see the strengths and weaknesses of the objects that will be developed in the tourism model. in the development of summary’s internal strategic factor analysis (ifas) strenght used several indicators namely natural, socio-cultural, historical, recreational facilities, and accommodation infrastructure. starting from this, summary’s internal strategic factor analysis (ifas) can be seen in table 1. table 1. summary of internal strategic factor analysis (ifas) on strength no. variable (strength) scor rating total 1 tourism is extremely diverse 0.150 4 0.60 2 access to tourism objects the nucleus easy 0.130 3 0.36 3 having natural beauty of what was interesting about it 0.150 4 0.60 4 high having historical value 0.150 4 0.60 5 mileage objects not too far 0.130 3 0.36 6 various kinds of businesses order of the local community 0.140 4 0.56 7 uniqueness any object site religious 0.150 4 0.60 total score strength 1.00 3.68 source: data processed by researchers 2019 the table above shows summary’s internal strategic factor analysis (ifas) score of 3.68 can be said to have significant strength. based on these data it can be concluded that seen from the internal strength of the development of cultural tourism based on the religiosity of the religious sites in banyuwangi regency a considerable opportunity. whereas summary of internal strategic factor analysis (ifas) table of weakness can be seen in the following table. 104 table 2. summary of internal strategic factor analysis (ifas) of weakness no. variable (weakness) scor rating total 1 accommodation are still inadequate 0.150 4 0.60 2 many objects are not maintained 0.150 3 0.45 3 lack of community awareness of the religious site 0.150 3 0.45 4 lack of pentaan environment 0.150 3 0.45 5 the management of an object 0.130 2 0.26 6 lack of information tourism 0.140 3 0.42 7 tourism players ignorance about the history of the religious site 0.130 3 0.39 skor total weakness 1.00 3.02 source: data processed by researchers 2019 the table above shows that summary’s weakness internal strategic factor analysis (ifas) score is 3.02. this number is included in the high category of each indicator used as an assessment. this is because it is influenced by several factors such as lack of accommodation, many objects that are not maintained, lack of tourism information, and ignorance of the public and tourism actors about the existence and history of existing religious site objects with fairly high weights and ratings. the analysis of external factors is intended to determine opportunities and threats in developing cultural tourism based on the relics of religious sites in banyuwangi regency. the indicators analyzed in efas, namely from the opportunity perspective, increased local and foreign tourist arrivals, strategic location, legal certainty about cultural images, the need for alternative tourist destinations, the cooperation of local governments and investors, the support of actor’s tourism, cultural uniqueness and local wisdom of the people. the results of the formulations that have been made, can be seen in table 3. table 3. external strategic factor analysis summary (efas) opportunity no. variabel (opportunity) score rating total 1 increase of visits local and international tourists 0.150 4 0.60 2 strategic location 0.150 4 0.60 3 the legal certainty protection religious site 0.150 4 0.60 4 the need for an alternative form of tourist destination 0.150 4 0.60 5 intertwining the cooperation between the government , investors and the community 0.130 3 0.39 6 support the tourism 0.130 3 0.39 7 cultural values local wisdom and local community 0.140 4 0.56 skor total opportunity 1.00 3,74 source: data processed by researchers 2019 105 the table above shows that the total score of opportunity (opportunity) is 3.74 the figure shows that the development of cultural tourism based on relics of religious sites in banyuwangi regency has a very large opportunity. as for the results of the threat formulation can be seen in table 4. table 4. summary external strategic factor analysis (efas) threats no. variabel threats scor rating total 1 competition with other regions in the development of tourism 0.150 3 0.45 2 damage to object religious site because nature and human 0.150 3 0.45 3 change in the mindset community 0.120 2 0.24 4 increasing the newcomers 0.140 2 0.28 5 lack of the understanding of the community and actors about site religious tourism 0.150 2 0.30 6 he environment in unholy around the object 0.140 2 0.28 7. security for participants and communities around the places. 0.150 3 0.45 skor total threats 1.00 2.45 source: data processed by researchers 2019 table 4 shows the total threat score (threats) is 2.45. based on the table, there are two indicators that have a significant threat, namely competition with other regions and damage to religious sites. from the overall summary internal strategic factor analysis (ifas) and summary external strategic factor analysis (efas) above, it can be concluded that summary’s internal strategic factor analysis (ifas) score is 3.68, while the summary’s internal strategic factor analysis (ifas) weakness is 3.02. thus the difference between ifas (strength and weakness) scores is 0.66. also known is the score for the summary external strategic factor analysis (efas) table, the overall opportunity total score is 3.74 while for threats is 2.45. the total score difference between opportunity and threats is 1.29. after knowing the results of the scores for each internal and external matrix, the next stage is the analysis phase. internal-external analysis is carried out to sharpen the results of the evaluation and analysis that have been done before. this analysis will produce an internalexternal matrix which is useful to determine the position of the development of cultural tourism based on the relics of religious sites in banyuwangi regency. the results of internal and external matrix analysis can be illustrated in the following diagram. information: total strength score : 3.68 total weakness score : 3.02 total opportunity score : 3.74 total treats score : 2.45 then the determination of the cultural tourism tows matrix based on the religion of religious sites is as follows. coordinate of internal analysis x-axis = strength score weakness score = 0.66 coordinates of external analysis y-axis = opportunity score threat score = 1.29 106 so, it can be concluded that the position of the coordinates lies in. for more clearly drawn with tows analysis can be seen in figure 4. figure 4. tows analysis mapping of each total score from internal and external factors illustrates the position of the development of cultural tourism areas based on relics of religious sites in banyuwangi regency, which is the combined quadrant located on the coordination point (0.66: 1.29). judging from the external factors it seems that for the area at the eastern end of the island of java, there is no area that can compete. from some of the explanation above, the right strategy in developing religious tourism in banyuwangi regency includes: 1. arranging the environment around the religious sites, preserving the relics of the religious sites and the environment, improving accommodation access to the religious sites area. 2. improving facilities and infrastructure to support the religious sites tourism area; developing the area of religious sites; improve the management of the tourism sites religious sites. 3. maintain and improve cleanliness, environmental security and the structuring and maintenance of religious site assets; provide assistance and training to the public and tourism actors related to the relics of religious sites. 4. collaborating with other parties (investors) to develop the religious site area and other industries such as cinema, and tourism actors. 5. establish tourism centers and information in each area of tourism objects and strategic places both in the banyuwangi area and tourist attractions outside banyuwangi. 6. providing language training to the community around the object of religious sites. 7. providing understanding to the public and tour operators about the history of religious site objects. conclusion banyuwangi has many religious sites that have the potential to be developed into religious tourism objects, including: the lingga and yoni relics in jambewangi; alaspurwo; rowu bayu site; ompak songo; aningpatih site; kawitan sites; goa site at alaspurwo; image worship site; goa maria; tomb of sayid yusuf; tomb of mbah dowo; tombs of the regent of banyuwangi; konco hoo tong bio; tomb of jogopati rempeg; sri tanjung well; mbah kopek's grave; giri salaka temple. the development of integrated tourism is by combining various potentials owned by banyuwangi to become a tourist attraction both natural, cultural, historical, and religious tourism potential. the integrated concept is used to provide its own color for tourists, so they do not get bored in watching tourism. whereas the right strategy to develop religious tourism opportunity threat strength weakness i . growth iv. diversifikasi ii. stabilitas iii. defence 107 is to organize the environment, improve the facilities and infrastructure to support tourism areas, collaborate with other parties (investors), establish toursm center and information. the recommendations that can be submitted are: the concept of the development of religious tourism is very relevant to be applied in banyuwangi regency, but it must be by using the concept of integrated religious tourism development and integrated with the potential of the village for example natural, cultural, and artistic potential. there needs to be an integrated information center in dessa patoman and strategic places such as blimbingsari airport as a place to carry out promotions related to the benefits of banyuwangi regency, both tourism and other potentials such as msmes, and agricultural products to support the development of religious-based religious tourism. there needs to be an increase in cultural and artistic attractions to attract tourists to visit banyuwangi regency. banyuwangi regency needs to be used as a model in managing religions so that conflicts do not occur but provide economic impacts for the community. the development of the environment needs to pay attention to local customs so that it has the value of beauty and increases the attractiveness of tourists to visit. there is a need for training for the general public of banyuwangi regency in the development of attitudes related to the system of cramping and values in welcoming tourists who visit. acknowledgement the writers thank all those who have helped in the completion of this research. the ministry of research, technologi and education and untag university has supported us a lot in the research procees and the city goverment of banyuwangi from the survey to publication references anwar, muhammad fahrizal dan hamid, djamhur. 2017. analisis pengembangan wisata religi makam sunan maulana malik ibrahim dalam kehidupan sosial dan ekonomi masyarakat sekitar. jurnal administrasi publik (jab) vol. 44, no. 1 maret 2017. hal. 186 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(2) how do the implementation of csr programme as a complementary relationship in hotels’ network? (3) what are the network elements (actors, activities and resources shared) involved in this network? (4) how do hotels nurture their csr programme? (5) what are the benefits of hotels establishing csr programme? this research is an exploratory research based on the interpretivist paradigm as the underlying paradigm. the inductive approach rather than deductive approach is implemented as the most appropriate research approach. the research strategy is multiple-case study since its enable the researcher to be close to the research objects and provide rich description of the phenomenon. the unit analysis or phenomenon in this study is csr programme as part of complementary relationship in hotels ‟ network. nine hotels and their complementary organizations were selected as the cases; therefore, eighteen organizations were included. the top and middle level management participated in this study. data was collected by utilizing the face-to-face semi-structured interview, direct observation and documentation review. data has been analyzed through three concurrent flows of analyzing qualitative data: data reduction; data display; and conclusion drawing and verification. the finding confirms that there is an increasing awareness of hotel practitioners regarding the importance of establishing and nurturing csr programme as the concurrent consequences of increasing customers’ awareness to the environment and community involvement. this might leads to the hotels’ competitive advantage. the main contribution of this study is to enhance the network analysis literature particularly its implementation in the hotel industry. keywords: csr, network, complementary relationship, hotel industry. ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 2 introduction csr is a topic that increasingly gaining more interest from people in the business world (kang, lee, & huh, 2010; turcsanyi & sisaye, 2013; waldman, kenett, & zilberg, 2010), although the evidence of the concept of csr can be traced from centuries (carroll, 1999). this is due to the growing number of customers that consider about this issue in which pushes business practitioners to take action as a response. this becomes more important in the hotel industry where service as the main commodity. the reason is the easiness of customers to gather information and compare hotels to find the most appropriate hotel match with their life style, preferences, and needs. for example, there is a tendency of customers being conscious of the environmental issue which influence the decision of a hotel goes green. going green means the adoption of environmental management practices, intended as practices aimed at minimizing the detrimental impact on the environment, in terms of both resource depletion and pollution (tzschentke, kirk, & lynch, 2008). this can be done through internal and external programme. internal is by implementing the environmental friendly daily operation meanwhile external is by establishing the relationships with other organizations that have the same interest. despite all of the attention that has been given to this issue, only a few concerns about exploring and understanding this topic from the network theory and business-tobusiness perspective particularly in the hotel industry (kang et al., 2010). the majority of the study is more focus on the short-term rather than long-term (i.e. network) and business-to-customer relationships. thus, this study attempts to fill this gap by focusing on business network and business-to-business relationships in the hotel industry. in this light, the purpose of this study is to discuss the implementation, maintenance and benefits of csr programme in hotels‟ network by addressing the research questions as the following: (1) what are the reasons of hotels establishing csr programme as part of their network of business relationship? (2) how do the implementation of csr programme as a complementary relationship in hotels‟ network? (3) what are the network elements (actors, activities and resources shared) involved in this network? (4) how do hotels nurture their csr programme? (5) what are the benefits of hotels establishing csr programme? ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 3 literature review definition of csr csr is not all about philanthropy and doing charity services for the community (waldman et al., 2010). it is more than that. csr suggest that business should not only concern of itself but also society (kang et al., 2010; turcsanyi & sisaye, 2013). csr is defined as “a set of commitments of various types, economic, social and environmental, adopted by enterprises, organizations and public and private institutions and that they add value to fulfill their legal obligations, contributing both social and economic progress within the framework of sustainable development” (gallardo-vazquez & sanchezhernandez, 2012: 1). csr can include among others issues related to pollution, charitable work, or indirect economic impacts (turcsanyi & sisaye, 2013). csr directly and indirectly influences businesses. csr programme directly impacts not only the corporations or organizations that implement these practices but also stakeholder groups, for example, investors, employees, regulators, activists and communities (turcsanyi & sisaye, 2013; waldman et al., 2010). however, csr might invite negative impacts which should be alleviated because it can affect the organizational climate. for example, employees may become cynical if it becomes apparent that while the organization is generous in terms of charities, it does not express adequate sensitivity to working conditions or employees' safety (waldman et al., 2010). on the contrary, the public might become critical if it turns out that the organization does not show responsibility to environmental issues. relationship marketing: definition there is still no universal definition of relationship marketing accepted by researchers and marketers (harker, 1999; o‟malley & tynan, 2003; agariya & singh, 2011). the numerous definitions are derived from different research perspectives and variously emphasise different ideas (o‟malley & tynan, 2003). for example, harker (1999) attempts to review 26 random definitions of relationship marketing with the purpose of constructing a general definition. more recently, agariya and singh (2011) conduct content analysis of academic literature to provide an overview of relationship marketing definitions and its major constructs. berry (cited in berry, 1995: 236) who first ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 4 introduced the term relationship marketing, defines marketing as “attracting, maintaining and -in multi-service organizations-enhancing customer relationships”. he pointed out that attracting new customers should be seen as an intermediate step in the marketing process (berry, 1995, 2002). however, it is as important as keeping and improving relationships with existing customers on a long-term basis (berry, 2002). the definition by gronroos is widely recognized as the most comprehensive definition based on a relational approach. he defines relationship marketing as “a marketing strategy to the process of identifying and establishing, maintaining, and enhancing, and when necessary also terminating relationships with customers and other stakeholders, at a profit, so that the objectives of all parties involved are met; and this is done by a mutual exchange and fulfillment of promises” (gronroos, 1999: 328). relationship marketing: dimensions there is no generic set of dimensions to represent successful relationships in a variety of industries, liang, wang and farquhar (2009: 129) refer to the “ongoing debate regarding the specific dimensions of the customer relationship orientation construct”. however, there are common dimensions that are accepted among researchers as components of a successful relationship in any context. they are trust, commitment and satisfaction. this is supported by athanasopoulou‟s (2009) research which posits that these three major dimensions of a relationship have been used in many studies and validated in different contexts. her study was a literature review of 64 studies of relationship quality in business-to-business and business-to-consumer contexts, published in academic journals from 1987 to march 2007. in a more recent content analysis of 456 papers by agariya and singh (2011), the findings show that trust, satisfaction and commitment are defined as the major constructs of relationship marketing. authors in general agree that trust is one of the most important components of the buyer and seller relationship. anderson and weitz (1989: 312) define trust as “one party’s belief that its needs will be fulfilled in the future by actions undertaken by the other party”. commitment is an essential ingredient for a successful long-term relationship (morgan & hunt, 1994; baron, conway & warnaby, 2010), implying the ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 5 intention to stay in the relationship (bansal, irving, & taylor, 2004; kim, leong, & lee, 2005) and profitability (anderson & weitz, 1992); it is strongly correlated directly and indirectly with customer loyalty (bowen and shoemaker, 1998; hennig-thurau, gwinner, & gremler, 2002), and directly influences positive word-of-mouth behaviour (bowen & shoemaker, 1998). customer satisfaction is seen as the key dimension in building, establishing and maintaining the relationship between customer and firm (kim & cha, 2002; liang et al., 2009; baron et al., 2010), leading to customer retention and loyalty (hennig-thurau et al., 2002: lemon, white, & winer, 2002) and greatly affecting attitudes toward purchasing products or services (choi & chu, 2001). business network: definition business networks will not exist if there are no relationships among firms (easton, 1992). the characteristic of a network as stated by de burca (1995) is a set of connected exchange relationships between actors controlling business activities. connection is emphasized because networks emerge and develop as a consequence of interactions. business activities are coordinated by firms through interactions in a network. the interactions involve the exchange of products or services, information, financial and social. through the interactions, they influence and adapt when performing join activities. the interactions over a period of time lead to business relationships in a network in which actors, activities and resources are interconnected and embedded. the imp group views the organizational or firm relationships not only as existing between different individuals in the buying and the selling firms, but also with individuals in other entities such as the seller’s suppliers, the buyer’s customers, competitors, trade associations and political bodies (cheung & turnbull, 1998; ritter, wilkinson, & johnston, 2004). these relationships are often complex, consisting of a web of interactive relations between individuals in the firms (hakansson & snehota, 1989). this web of relationships can be referred to as a network (hakansson & snehota, 1989; halinen, salmi, & havila, 1999; ritter et al., 2004). the term network itself is adopted from exchange theory which refers to “the sets of two or more connected exchange relations” (cheung & turnbull, 1998: 45). therefore, the network ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 6 approach deals with complex business relationships involving individuals outside and within firms, competitors, customers, government agencies and other institutions. business network: elements the network elements are actors, activities and resources. the actors are those who perform activities and/or control resources (hakansson & johanson, 1992). they can be individuals, groups of individuals, parts of firms, firms, or groups of firms (hakansson & johanson, 1992; tikkanen, 1998). they have five characteristics: they perform and control activities; they develop relationships with each other; they base their activities on control over resources; they are goal oriented; and they have differential knowledge about activities, resources and other actors in the network (hakansson & johanson, 1992). actors utilize certain resources to change other resources in various ways through activities. there are two kinds of activity: transformation activities and transfer activities (hakansson & johanson, 1992; tikkanen, 1998). in transformation activities, resources are changed in several ways into new resources which are controlled directly by one actor. transfer activities link transformation activities from one actor to other actors. resources are means that are used by actors when they undertake the transformation and transfer activities (hakansson & johanson, 1992; de burca, 1998). all resources are controlled by single actors or several actors that join together. the resource elements are technological, material, knowledge resources and other intangibles (hakansson & snehota, 1992; tikkanen, 1998). hotel’s stakeholders the stakeholders are any individual or group that might affect or be affected by the organization's activities. examples to stakeholders are employees, suppliers, contractors, customers/clients, shareholders, government, community, leaders and nongovernmental organizations (de grosbois, 2012; waldman et al., 2010). the main external stakeholders of a firm can be grouped into business and non-business relationships. the business relationships include buyers or customers (end-buyers and intermediate buyers), suppliers and competitors. the non-business relationships, often named as complementary relationships, include any non-profit relation with other firms, ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 7 organizations or government institutions. this particular relationships becomes the main focus of this study through exploring the hotels’ csr programme. the primary reason for developing such relationships with many other types of business is to increase the value of their product (ritter et al., 2004). the partners can be local government authorities (who enforce health and safety, hygiene and planning regulations), other businesses and people who live in the neighbourhood, the community (educational institution, social and voluntary institutions), leisure businesses (sporting and tourism attractions), the local media, research institutions, tourism associations, labour associations and activist groups (bowie & buttle, 2004; harrison & enz, 2005). research methods the interpretivist paradigm was adopted for this study with the reason was that this study attempts to understand reality based on the experiences of the participants in the social setting, not simply to measure it. interpretivism is regarded as a belief that social reality is not objective but highly subjective, because it is shaped by our perceptions or interpretations (collis & hussey, 2009). in this paradigm, the researcher has close contact with what is being researched, because interpretivists seek to understand the subjective reality of the research participants and then to interpret it (saunders, lewis, and thornhill, 2003). the inductive approach of research was adopted in this study. an inductive approach is a theory building process, starting with observations of specific instances, and seeking to establish generalizations about phenomenon under investigation (hyde, 2000). thus, the qualitative research was utilized as the research strategy since it allows one to study the connectedness, interdependences, and relationships of firms in a network. one of the qualitative research strategies that meet with the purpose of this study was the case study, which was used here to explore a single phenomenon in its natural setting using a variety of methods to obtain in-depth knowledge (collis & hussey, 2009). moreover, according to burns (2000: 460), the case study was the most appropriate research strategy to answer the “how”, “who”, “why” or “what” research questions. the multiple-case studies were used to undertake the case comparisons as they were preferred in the theory-generating case studies (halinen & tornroos, 2005) and also, to find out whether the findings from the first case were reflected in other cases ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 8 (saunders et al., 2009). the case in this study consists of one hotel and one of its complementary organization. nine cases were studied which represent the indonesian hotel classification system. three cases was a classified hotel belonging to an international chain, three a classified hotel with a national chain, and three an unclassified hotel. the purpose was to gain various perspectives from different hotels‟ management in order to compare and contrast them to seek similarities or differences (replication logic). the complementary organizations are determined by hotels. thus, in total eighteen firms and organizations were participated in this study. the face-to-face semi-structured interview was the main data collection method used which supported by direct observation and documentation review. the interviewees are the top level management since they have more understanding about csr programme. the interviews lasted between one hour and one and a half hour. they were recorded using a digital recorder with the interviewees’ consent. the interviews were recorded in order to avoid the loss of important statements and avoid misinterpretation by the researcher. another benefit of recorded data was that it could be replayed when necessary. the direct observation and documentation review were undertaken during the interviews simultaneously. miles and huberman (1994) note three concurrent flows of activity in analysing qualitative data: data reduction, data display, and conclusion drawing and verification. data reduction refers to the process of selecting, focusing, simplifying, abstracting, and transforming the data obtained from the transcriptions. data display refers to the presentation of organized information that allows conclusions to be drawn and patterns and themes to be recognized. it was conducted by quotations and matrices. conclusion drawing and verification involve the researcher’s. the conclusion drawing and verification were conducted by analyzing the data within-case and across-case (eisenhardt, 1989). the within-case analysis involved detailed case study write-ups for each site. the cross-case analysis was by comparing the pattern across cases, referred to as pattern matching (yin, 2009). a common pattern was identified by comparing the cases. the cases from different hotel classifications were examined to find the common pattern. ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 9 result and discussion the findings suggested that hotels established the relationships in order to implement their csr programme, which commit business to contribute to sustainable economic development, working with employees, their families, the local community and society at large to improve their quality of life (kang, lee, & huh., 2010; tsai, hsu, chen, lin, & chen, 2010). among the list of possible csr programmes, all of the cases have network with the organizations that concern with environmental protection and universities, particularly those that have tourism departments. this is supported by henderson, (2007) and tsai et al. (2010). five hotels have relationships with educational institutions. the reason for these hotels identifying educational institutions as partners to implement csr programmes was that they enjoyed mutual benefits in terms of training, on-the-job training, curriculum development, and the availability of a ready-to-work workforce. another four hotels have relationships with environmental charities. these hotels show its environmental concern on their webpage. these webpage include a page exclusively about the hotels initiatives to gauge the guest’s concern for the environment. the information includes the villa’s efforts to practise environmentally friendly activities, including a tree planting programme, water saving, using environmentally friendly chemical substances in maintaining the cleanliness of villas and public areas, separating organic and non-organic garbage, composting organic garbage, reducing paper waste within the working environment, and by regular contributions to the local community (e.g. donations of trees, big litter bins, public toilets). moreover, these hotels also encourage their guests to apply simple practices such as reusing the towels, switching off lights and electronic devices when not in their room, throwing litter in the bins provided, and participating in the villa’s tree planting programme. the findings and discussion of the data are presented in the following sections. (1) what are the reasons of hotels establishing csr programme as part of their network of business relationship? the findings reveal that the reason of the majority of hotels to establish the complementary relationships with non-business partners was to implement their csr programmes. it is apparent that mutual benefit is the basic foundation, without it the ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 10 relationships won’t be last long. the interesting statement made by one of the educational institution as follows: “although our relationship is nonprofit based, mutual benefit has a significant part in a relationship. a healthy relationship was derived from a fair relationship. it is fair when it brings mutual benefit to the parties involved. the specific benefit of the relationship is the harmonization of the industry needs with our graduates’ skills and knowledge.” example of the statement made by one hotel manager: “we have relationship with educational institutions because: firstly, they are one of our stakeholders; secondly, our corporate social responsibility programme concerns with the educational issue.” the researcher has been shown the article (newspapers and online) about the involvement of hotels in their csr programme events. the articles published the implementation of hotels’ and partners’ csr programme. the photographs of activities are also presented as the solid prove of their csr programme implementation. additionally, the majority of the head of educational institutions acknowledge the outcome of this particular relationships is an industry-based curriculum. example of the statement is as the following: “we need the information regarding the knowledge and skills required for working in the hotel. this is to match our curriculum with the hotels’ requirements; therefore, our graduates will be fully absorbed by the industry.” the evidence of mutual benefit is apparent in the curriculum of educational institutions, which includes many topics directly related to the tourism industry such as mice, ticketing, tourism product knowledge and reservation subjects. therefore, the graduates have the skill and knowledge required by hotel industry. meanwhile, the reason for charity organizations to establish relationships with hotels is mainly or maintaining the sustainability of their organizations. one of the executive manager said: “from our side, the establishment of our organization in the long period of time, in other word to sustain our organization, is the underlying reason for having this relationship. it can be achieved through the contribution, in terms of financial or non-financial, from our participants. from this, our main purpose of saving and preserving the environment can be supported and realized.” ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 11 the research findings are in the same vein with waldman et al. (2010) in term of the importance of csr for the long-term sustainability of a firm. firms that blindly and narrowly pursue the profit motive, without concern for the broad spectrum of stakeholders that are relevant to the long run, are increasingly shown to lack sustainability. but it is not only important to realize the importance of these groups. firms must also be able to “connect the dots” and understand how various stakeholders, and the satisfaction of their needs, represent interrelated challenges (waldman et al.,2010). all the interviewees agreed that trust, commitment and satisfaction have the most significant influence to the relationships in the network, more specifically in the complementary relationships. this is in parallel with athanasopoulou (2009) and agariya and singh (2011). additionally, lee, kim, lee, and li’s (2012) research finding suggest that trust and satisfaction are the antecedents of commitment. trustworthiness among actors in a network is gained by keeping promises, fairness, and honesty. the importance of trustworthiness has been emphasized by one of the head of educational institution as follows: “for an educational institution, the willingness to remain in the relationship is mainly based on the trustworthiness of the parties involved.” commitment is perceived as a logical outcome of the trustworthiness of parties involved in the network. through trust, commitment to the relationship inevitably emerges, in this case marked by signing a legally binding cooperation contract and/or memorandum of understanding. commitment was also demonstrated by showing a supportive attitude to partners. an example of the statement made by executive manager from charity organization is: “yes, commitment has influence in the relationship. it can be developed after we achieved mutual understanding and benefit. the relationship cannot be established without commitment to engage in the relationship.” in some of educational institutions, the commitment to undertake exchanges in the network was written in the memorandum of understanding, as shown to the researcher. hotels and their non-business partners agreed that satisfaction is significant as a trigger for developing or sustaining the long-term relationships. one of the hotel manager stated: ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 12 “in my opinion, satisfaction in a single transaction will lead towards a longterm relationship. it is better for not having a relationship in the first place, if we do not obtain satisfaction.” (2) how do the implementation of csr programme as a complementary relationship in hotels’ network? the findings revealed that the implementation of csr programme involves equal effort from all parties involved. from the hotel’s side, some of the csr initiatives are by: publishing the meaningful and measurable social and environmental goals and regular reporting on progress towards achievement; formulating the policies to avoid damaging social and environmental impacts of operations; investing and involving in social welfare (i.e. in education field) and environmental conservation and upgrading programmes; forging of partnerships with government and non-governmental organizations, including local community groups, in such programmes; full compliance with official regulations and a willingness to exceed these; and educating and engaging customers and staff about social and environmental issues of concern. this is in the same vein with the study by henderson (2007). one of hotel manager stated the importance of educating and engaging customers about social and environmental issues: “we put some content regarding our hotel commitment towards environmental issues on our website and in every the room, with the purpose that our customers who have less concern will at least read and hopefully apply some of the actions while staying in the hotel. we also have some internal activities programme for kids such as games with related to environment conservation.” meanwhile, the findings from the partner’s side, the initiatives taken are by: formulating the suitable, appropriate beneficial and meaningful programme; publishing the events before and after conducted; and educating and engaging business and social communities. the educational institutions (i.e. universities and colleges) and charity organizations (environmental concerned) have close and intense relation with hotels since they both generate positive impacts of having network. (3) what are the network elements (actors, activities and resources shared) involved in this network? ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 13 as informed by the academic literature (hakansson & johanson, 1992; tikkanen, 1998; brennan, canning, & mcdowell, 2008; ford & mouzas, 2010), the actors involved in the relationships could be individuals, a group of individuals, parts of a firm, whole firms, or a group of firms. the literature indicated that there are two categories of activity in a network of business relationships: transformation and transfer activities (hakansson & johanson, 1992; tikkanen, 1998). from the findings and researcher’s observation, it was apparent that the activities involved in the network of business relationships were transformation and transfer of resources. in this study, resources from all the parties involved in the complementary relationships were transferred by actors through activities. the findings of this study confirmed to the theory that shared resources include both tangible and intangible. the intangible resources included technological, material and knowledge (hakansson & snehota, 1992; tikkanen, 1998). tangible resources included sponsorships, vouchers, scholarships, non-verbal information and curriculum. the finding related to network elements is presented in the table below. ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 14 table: network elements hotels to complementary hotels and complementary actors activities resources educational environment al educational environment al educational environment al institution charity institution charity institution charity firm firm place for seminars sharing donation human human students’ on meetings information sharing resource resource the job programme sharing information department department training activities, such knowledge sharing resident/gen er resident/gen er lecturer as planting the developing knowledge al manager al manager training trees, cleaning curriculum human human hotel’s the beach providing job resource resource employees opportunitie s manager manager training scholarship human human seminars for students resource resource workshops officers officers curriculum developmen t job placement sharing knowledge sharing information social activities complementary to hotel institution organization director executive assistant manager directors project cooperation managers unit appointed ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 15 person in charge source: the research finding (4) how do hotels nurture their csr programme? the majority of hotels nurture their networks by conducting intense communication and clear coordination. the findings confirmed communication as one of the important factors in a network of business relationships. they suggested that the main reasons were: it was a way in which to maintain the relationship; it prevented the possibility of problems or conflicts occurring; it was a means of solving problems or conflicts; and it was a tool for having good coordination. the academic literature confirms that communication serves as the process by which programmes are coordinated (anderson & narus, 1990), power is exercised (gaski, 1984), and commitment and loyalty are encouraged (anderson & weitz, 1992). the statement below illustrates the importance of communication: “yes, communication also influences the relationship. communication can prevent misunderstanding as a basic source of conflict. and by any chance, if misunderstanding does occur, i believe that it can be solved by conducting communication.” some efforts to communicate among networks have been done through face-toface communication (i.e. visiting partners’ offices, meeting for discussion, seminar, and workshop); written communication (i.e. letter by e-mail and official printed letter); oral communication (i.e. contacting by phone); social media (i.e. facebook, twitter, and messengers); and internet (i.e. webpage). the researcher has been given the opportunity to read the e-mail correspondence between hotels and their partners. they mainly utilized e-mail for correspondence and coordination. coordination among hotels and its partners is ensured by the person in charge. as an example, in one of hotel, the sales and marketing manager or representative liaises with the sales and marketing manager or representatives from other hotels, travel agents, tour operators, and event organizers; the purchasing manager liaises with suppliers; and institutions are handled by the human resources manager or officers. the general manager is rarely involved in daily liaison with partners, and is only ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 16 consulted when there is a special or urgent case. the daily coordination is usually handled by the operational manager. the majority of hotels have special unit to take care of their csr programmes. one hotel manager stated: “the coordination process is conducted between people in charge of that specific task. this is stated clearly in our job description. coordination to solve a conflict is conducted among functional managers, without involving resident manager or operational manager unless they cannot solve it.” similarly, the head of educational institution said: “the coordination between us and hotel partners is mainly handled by the cooperation unit and the human resources manager and/or officers of hotel. we coordinate without having trouble. this is because we always communicate regularly with them.” (5) what are the benefits of hotels establishing csr programme? for non-business partners, particularly for educational institutions, the ultimate benefit was to have a curriculum that meets the industry’s needs. the additional benefits were getting more privileges when dealing with the hotels in a network, such as training students, training lecturers, and offering placements for students on job training; improving brand image and reputation; and providing job opportunities for the graduates. one of the head of educational institution mentioned the benefits of the relationship as the following: “we get more privileged such as a location for students’ on the job training and lecturers’ training, a wide range of job opportunities, and curriculum development.” meanwhile, for the environmental charities, having an active participant to support its programmes was the main benefit of being involved in a relationship. hotels perceived this relationship as a tool to improve their brand image and reputation. the researcher read documentation regarding curriculum, students’ on the job training and lecturers’ training for the last three years that support the statement from the interviewees. all of the interviewees in all cases agreed that there were no significant downsides to relationships that might significantly affect business activities. the findings suggested that this was because hotels and their partners conducted careful partner selection before establishing a relationship. the mutual orientation or interest and mutual need are the basis of the relationship. however, it cannot be ignored that a network has ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 17 possible downsides that may trap firms into unproductive relationships or prevent partnering with other potential firms (gulati, nohria, & zaheer, 2000; waldman et al., 2010). conclusion the importance of balancing the relationships with partners in the network particularly in the complementary relationships, through implementing csr programme, is apparent from the findings. hotels and their non-business partners (nonprofit oriented relationships) understand the benefits that might be generated from establishing csr programme. at the end hotels and their non-business partners want to achieve business sustainability for the long period of time. this can be done by nurturing the relationships equally and fairly utilizing communication tools and conducting regular coordination. the managerial implication of this study is to consider seriously using csr initiative as one of hotels’ marketing strategy as increasing number of green customers can be targeted. concurrently, the practical implication to the hotelier practitioners is to emphasize the importance of csr programme as a nonfinancial added value. the researcher acknowledge the primary limitation of this study is that the limited number of respondents, due to the feeling of insecurity being interviewed. it is suggested for the future research to explore this topic further by utilizing other means of research strategy in order to achieve generalization as the limitation of case study. acknowledgment in this occasion, we thank to ijaste (international journal 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system in travel bureau companies j. susanti1, i g. m. karma2 1,2accounting department, politeknik negeri bali, indonesia bukit jimbaran, po box 1064 tuban, badung, 80361 email: 1susanti@pnb.ac.id, 2igmkarma@pnb.ac.id abstract travel bureau is a service company that provides sales and service of travel related products from various suppliers, such as hotels, restaurants, transport and so forth. the product is packed in a tour package and is offered to tourists or agents, for a certain price. the diversity of wishes of potential customers as well as the efforts to attract larger prospective customers, the company is eager to create a system that can provide broad flexibility for companies and prospective customers to choose and arrange their own package tour. the system is expected to set the price of the package quickly and in accordance with company policy. this research resulted in a system developed with object-oriented methodology and using the programming language vb.net 2012 and mysql as its database. this system gives the user the freedom to choose and arrange their own tour package as they wishes and the system will set the price of the product according to the applicable policy. the pricing policy includes the country of origin, the number of persons and the service time associated with the high/peak season period. the system can also present the price of the package in various currencies. keywords: travel bureau, tour package, pricing, flexibility, system. introduction in the midst of increasingly fierce business competition, every company is required to be able to provide fast and accurate services to its customers. on the other hand, the company is also expected to be able to provide various products/services that are in accordance with the wishes of customers (wen & hou, 2015). this is evident in the field of tourism, especially travel bureau companies. a travel bureau company is a company that sells various kinds of products related to people traveling, such as hotels, restaurants, transportation and so on to its customers. the products sold come from suppliers that are repackaged in various tour packages (karma, 2015). in the previous decade, travel bureau companies have full authority in determining the types of tour packages provided to their customers, whether individual or group guests or overseas agents. customers generally follow the package provided by the company (karma, 2014). different from now. with the availability of various mailto:1susanti@pnb.ac.id mailto:2igmkarma@pnb.ac.id ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 2 information related to existing tourist destinations, products or tourist attractions, guests/agents tend to choose or determine their own service package they want (krishnamurthy, sudha, rao, baskaran, & kannan, 2016; qian, hu, & zhang, 2015). of course the company still provides tour packages that can be chosen directly. to be able to provide a variety of combinations of tourism products into tour packages, the company must have a variety of products. not only the variety of products, but also the ability to calculate accurate and fast pricing (karma & susanti, 2018b; zhao, wu, & sha, 2015). the pricing of tour packages generally refers to the prices already given by suppliers that have been marked up and take into account the things that are the company's policies, such as high/low season and other problems as previously explained (karma & susanti, 2018a). practically, this pricing is not so difficult, except for the matter of speed and accuracy. a little problem arises if the price request is related to a variety of product combinations and a large variety of packages (catenazzo & fragnière, 2010). because of the nature of routine work and standards, the pricing of this tour package is actually easily done using the application program. the package pricing information system will easily handle this problem (chan, lee, & lin, 2009). to support this, the only step that can be done is to computerize the process of preparing and pricing the tour package (bocij, greasley, & hickie, 2008; kutanis & mesci, 2013). this research is specifically carried out to produce an information system capable of doing so. the system built will be equipped with the ability to compile and determine the price of a tour package, which has the ability to update data and changes to general policies on tour package pricing. this system will be used by customers or staff of company employees. thus, the speed of service can be increased, and automatically will also increase the competitiveness of the company (ensour & alinizi, 2014; umeji & obi, 2014). literature riview travel and tourism in particular, as a form of entertainment or leisure has a long history leading up to the 20th century when tourism developed into a multibillion dollar industry that spans virtually all countries, at the local, national and international levels. faster and more affordable air travel has contributed to more people reaching more remote places and with them their luggage of impacts on the local communities ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 3 (gonzález herrera & aranda, 2013). travel bureau are retail intermediaries that represent a wide range of leisure and journey services. the role of the travel bureau is to provide travelers with information, travel documents administration and advices. this type of business is remunerated through commissions collected on the wholesales (catenazzo & fragnière, 2010). travel bureau’ product is tour package. these package do not have patents at all, and every travel bureau can use them. this is one of the factors that the tourism industry is not standard. most travel bureau set specialized package according to market demands, while there are some travel bureau don’t have their own specialized package, and mainly depend on tourists. specialized package are scale operation, the costs are relatively fixed; the costs of unspecialized package fluctuate wildly (ling, 2014). with the development of product development technology and the rapid rise of online retailing, the market competition becomes increasingly fierce. based on consumer utility function, it established a two-stage dynamic pricing model and discussed pricing strategies under consumer behavior and market competition. findings indicate that product quality difference and consumer valuation decreasing coefficient determine the order of the consumer purchase decisions. the firm who provides lower-quality products suffered more loss than the firm who provides highquality products (ji, 2015). research methodology in developing this system, the approach used is the method of waterfall development. this development method divides work activities into a gradual and continuous process with each other (pressman, 2015), with an approach using an object oriented approach. in its implementation, the process will be divided into 3 (three) stages, namely the stages of object-oriented analysis (ooa), object-oriented design (ood) and object-oriented programming (oop) (larman, 2005; whitten & bentley, 2007). the activity begins with determining what information is needed by the system or determining the needs of the system to be built. the results of this stage will be presented in several object oriented models. furthermore, object-oriented system design is carried out. in this design the components that will build the system and their interactions with others will be described. at the final stage, a system development will be carried out, namely writing the program by translating the system design using the ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 4 programming language used (boggs & boggs, 2002; kindler & krivy, 2011; rumbaugh, jacobson, & booch, 2004). in this study the vb.net 2012 programming language will be used and mysql as a data collection database from the system. result and discussion travel bureau companies sell tour package products, either directly to customers (guests) or through other travel agency agents. the tour package sold is a composition of various products obtained from agents/suppliers, such as tours, hotels, restaurants, transport and others. companies tend to have set tour packages that they sell, so that buyers are forced to choose. it is not uncommon for prospective buyers to ask for a different package of tours than is offered. some even want special packages that are in accordance with their own wishes. for cases like this, the marketing staff will arrange a new tour package according to the wishes of prospective buyers, and manually calculate the price of the package. this system must be able to provide a choice of various types of products sold by the company and at the same time able to calculate the price of the package that is prepared or determined. prospective customers just choose the product they want and see how much the product/package they choose. the system will calculate the price of the package prepared by prospective buyers in accordance with the applicable provisions in the company. there are 3 (three) factors determined by the company in calculating the price of a product/tour package to prospective buyers. all three affect the percentage of the selling price of a product that has been determined by the company. the three factors that influence the determination of the selling price of the product are the country of the prospective buyer (country), many people in the group (pax) and the period of time (session period). the company has set potential buyers from several countries as targets or target markets, so that prices are different from other countries. the number of people in a group of buyers will also affect prices, in order to increase the number of buyers. service time is associated with the holiday season or not. in general, holiday season product prices tend to be more expensive than other days. policies related to these three factors can be changed and adjusted by the company, according to their needs and conditions. the needs of the system can be described in a use case diagram model as shown in figure 1. there are 2 (two) main service functions in this system to be built, ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 5 namely the service functions of master data and quotation. the function of the master data service is a service function that can only be done by the company, especially the admin and manager user. while the quotation function can also be carried out by parties outside the company, especially prospective tour package buyers. this master function is used to manage data related to products, policies and users. product data management includes data on products sold, agents that provide product services and currency rates related to the type of currency that is possible as a means of payment with their respective exchange rates against the rupiah. data management related to tour package/product price policies related to country of origin (country), number of people (pax) and arrival time (season period) of prospective buyers. user management, including the replacement of keywords (passwords) for each user in the company and management of user data in the company in general. the quotation function is used to create certain tour packages and display tour packages that have been made before and at the same time display them, using the total price in a particular currency, other than in rupiah. in addition to these two main functions, the system is also equipped with an entry (login) and exit (logout/exit) function for each user if they want to operate the system and then end it. figure 1 the use case diagram of tour package price determination system ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 6 in figure 1 it appears that the system will be operated by a user (user) with 4 (four) categories. the difference in this category is carried out according to things that can be done and the abilities possessed by each category. the four categories of users are admin, manager, staff and guest. admin is a super user, who can do all the services provided by the system, namely managing data and quotation services. the manager is a user like admin, except that he cannot manage the user, which is related to adding/removing users to this system. staff is a normal user in the company, which usually provides services to determine tour packages for prospective buyers who are directly related to the company. his main job is to arrange tour packages, both those desired by prospective buyers, and those offered specifically later by the company. guest is a general user who is a prospective buyer of tour packages. this user can do the same thing as the staff, except changing the password, because it is not an employee of the company. the system requires the user to enter the code and password, except for guests, just fill in the guest code. if valid, the system will display various menus that can be selected. the available menu options are tailored to the user category as described above. there are 2 (two) main menus according to the functions that can be performed by this system, in addition to the logout/exit menu to end the operation of this system by the user. both menus are the master and quotation menus which are equipped with their own submenu. the master menu for managing supporting data on price of tour packages such as product prices, agents that provide product services, currency exchange rates, pricing policies and system users. through the submenu each user can manipulate the data. the quotation menu is used to make tour packages or display various tour packages that have been made before. the preparation of this tour package is complemented by detailed prices of each product and the total price that can be displayed in various currencies. referring to the description of the results of the analysis and the results of class identification, a class diagram can then be made. the diagram presented in figure 2 is a diagram that shows the class that the system has and the interactions or relationships that occur between them. class diagrams from this system are used as a basis for developing programs from the system. each class in this class diagram will be translated into a class of programs and interfaces which are components or ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 7 architectures of the program, and entities that are translated into data tables, as a place to hold data processed in the system. this system has 10 (ten) tables that will be used to accommodate various types of data, according to the name of the data table. not all data tables are related to the others, because they are limited to data collection used in pricing, or as temporary storage of data. the agent table is used as a container for the service provider's data agent for a product, therefore this table deals with the product table that holds the products offered by the company. product tables also relate to quotationlist tables as a placeholder for tourism package data that is compiled/selected by system users. this table will be linked to the guestinfo table which is a table that holds data on guests who make or make a tour package. this guest data will also be linked to the country table which lists countries that are taken into account in pricing tour packages. other tables are stand-alone tables, as a container for supporting system data, such as user tables that are used to accommodate system user data from companies with various categories (admin, manager and staff) as explained previously, currency that holds currency data and exchange value, seasonperiod that accommodates the periods of high/peak seasons, paxrange that accommodate the range of people in pricing, guestquotation is a temporary table to record the collection of products selected in the preparation of tour packages. figure 2 class of tour package price determination system ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 8 class, besides being implemented as a data collection table, will be a component of a system builder as well as an interaction medium and system activator. the frmmenuutama class is the main driver and controller of all program components. this class provides various menus that can be accessed by system users, according to their categories. the frmlogin class acts as the user's entrance into the system. the user is required to fill in the usercode and password, and will be verified and validated to determine whether the user is allowed to operate the system or not. frmmaster is a system component that acts as a controller of system data management, by providing a variety of related menus, which are also connected to other classes, namely frmpolicy, which specifically handles corporate policy data management and frmmasterdata which handles data manipulation in general. frmquotation is a class that acts as a management of tour packages, namely creating new tour packages handled by the frmnewquotation class, and displaying tour packages handled by the frmquotationlist class. in its operations, this program component will relate to existing data tables. in preparing a tour package, the system user starts by writing the identity of the buyer's name, the number of people accompanying him and his country of origin. furthermore, the user only has to choose the type and name of the product available to be added to the tour package that he composes. every choice of product type and name, the user must determine when the product service will be enjoyed. every time a product type and name is selected, the system will display the unit price of the product. tour packages that have been completed will be saved as tour packages that have been made. all system users are allowed to see tour packages that have been made. the system will display this tour package in a list of guest quotations that can be selected to display product details in the tour package. to display the details, the user must choose one of the existing tour packages, and determine the currency used to set the price of the tour package. the system will then display the details of the tour package as shown in figure 3. if needed, details of this tour package can be printed to the printer. ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 9 figure 3 sample tour package details the price of the tour package set by this system is the price of a tour package that is prepared based on the product chosen by prospective buyers. the product chosen is the product available in the travel bureau database, that is, the product that is actually offered to prospective buyers. this product can change at any time. each product has a standard price set by the travel bureau, which at any time can also be changed. the price of this product, when pricing the tour package, will be adjusted to the prevailing pricing policy rules. pricing policies related to country of origin, number of pax and date of tour services can also be changed. conclusion this research produces a system that can be used to arrange tour packages according to the wishes of the user/prospective buyer. tour packages are arranged on a variety of products offered at certain unit prices. in preparing tour packages, this unit price is then adjusted to the company's policies in pricing tour packages. price adjustments are made based on the percentage value associated with the product service time/date that is adjusted to the high/peak season, the origin of the prospective buyer 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"bargaining power of suppliers and buyers, and accounting conservatism—evidence from chinese manufacturing listed companies". journal of financial risk management, 4(01), 11. ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 62 the impacts of balinese women working in cruise ship i made darma oka i wayan pugra tourism department, politeknik negeri bali, indonesia email: madedarmaoka@pnb.ac.id abstract the participation rate of balinese labor in cruise ships over the last years has dramatically increased. the growth of balinese labor who works on cruise ships in the past four years reached more than 18 percent. this fact seems unique since working there does not only attract balinese men as happened in the past but also the women. it is happening because they have been prepared themselves in accordance to the competencies and qualifications needed in cruise ships. the present study aimed to analyze the impacts of balinese women works on cruise ships overview from economic and socio-cultural perspective. the research subjects were balinese women who used to or were still working in the cruise ships. this research used qualitative data. the collected data started from one balinese women having experience in the cruise ships and then spread to the other workers. to answer the research questions, data collection was conducted through observation and deep interviews. the data were analyzed by qualitative analysis. the impact of balinese women working in cruise ships was overviewed from economic and socio-cultural perspectives. the economic perspective likes: balinese women working in cruise ships able to improve the family economy, and employment for the community directly or indirectly in the cruise ships. the sociocultural perspective likes: by working in cruise ships able to motivate the other balinese women to works on cruise ships, with working in cruise ships can open the horizons and the way of thinking society, increase the personal discipline, and then improve the science and technology in tourism especially at cruises, and growth the awareness to conserve the cultural after seeing the variety of cultures in the word. keywords: multiplier effect, balinese women, cruise ship. introduction bali labor force working in the cruise tourism industry in the last five years has grown drastically. the growth of balinese labor who works in the cruise ship tourism industry reached more than 18% (bp3tki, 2015). this fact seems unique since working there does not only attract balinese men as happened in the past but also the women. the open access of balinese women to working in cruise ships, as well as the increasing needs in life can motivate the balinese workforce to try their luck for success through working in cruise ships. mailto:madedarmaoka@pnb.ac.id ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 63 empowerment of balinese labor to work on cruise ships still need to be increased, by making use of all the potentials in an attempt to seize job opportunities in cruise ships. the goal is that the labor bali both men and women can contribute ideas and energy in the development of tourism. the development of tourism is very complex and involves all relevant stakeholders. active role involvement of stakeholders aims to provide optimum benefits for generations to come. related to this, alavalapati and adamowicz (2000) mention the need to balance between the benefits of the development model of economy, environment, and community empowerment in tourism development. reid et.al (2004) state in tourism activities, need broad and conscious participation of all those involved in tourism activities, from the planning stages to implementations. gelbman and timothy (2011) suggest physical, social, and cultural elements are a potential element to be considered in the development of tourism to be sustainable. furthermore nunkoo et.al (2012) mentions that the perception of the economy, the attitude of the political institutions, the potential of the local community, and the belief in the individuals is important in the development of the tourism industry so that tourism activities are sustainable. it is recognized that the empowerment of balinese women on a cruise ship can give an impacts on their life such as being able to help increase family’s income, and the surrounding environment, adding international experience, conversely working in cruise ships may also cause negative implications. therefore, in the empowerment of balinese women on a cruise ship that is managed professionally so as to minimize the negative impact that may arise. research methods this study used qualitative data. in collecting data on impact of balinese women working in cruise ships, the informants were sought with an unspecified amount. data collections started from one of the balinese workers who already had work experience in the cruise ships and then spread to the other workers. the gathered data were considered sufficient after the information or the data obtained were saturated. the analysis of the data used was qualitative analysis, through the processing and interpretation of the data, which were a series of reviews, grouping, systematization, ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 64 interpretation and reification of data so that a phenomenon has a social value, academic and scientific value. the focus was to find what kind of mindset that glowed behind a social phenomenon or to find rationality that lies behind the social phenomenon (bungin, 2011: 45). result and discussion balinese people in general are still unfamiliar with the activity of workers who work in the cruise tourism industry. the community still views that people working in cruise ships certainly wallow in wealth. public opinion like that is not entirely true. balinese labor who has worked in cruise tourism industry realizes that by working on a cruise ship, they can earn more money than working in the country, but that does not mean the money they earn comes by itself without hard work. balinese labor force working on a cruise states that they are working on a cruise ship with an average of 1012 hours per day. this is confirmed by ni putu sutami (former cruise ship) states that: “the labor’s income while working on a cruise ship is higher than working in the country in the same field but with hours of work more than 10 hours per day”. it is also said in the employment contracts signed by workers it is mentioned that all workers are required to work for 10 hours per day. but in reality, they often work doing their obligations for 12 hours per day. any workers who work on cruise ships working full time for seven days a week without a day off, except that he or she is sick”. revenues earned by balinese labor are noticeably higher when taken home or sent to bali. this statement indicates that the balinese labor is very aware of how difficult it is to make money on cruises, so they are really trying to optimally manage the money that has been obtained for the future. the hard work done by balinese women working in cruise ships is realized to have the dual benefit to him/her, family, neighborhood, or country. the struggle that they do is to get money in order to be able to increase the welfare or the family economy. struggle of the balinese women is very precious because they are struggling not only to develop their own interests, such as helping families to improve the economy of the family but also for the wider interest that is for the betterment of the nation. this is in line ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 65 with research by sunarsa (2011) which states that the primary purpose of balinese labor working on a cruise is to get as much money in an effort to improve the economic situation of the family. this is in line with the theory of needs by maslow (1943) stating that the motivation of the balinese workforce to work in cruise ships is still dominant in the level/degree of physiological needs. explicitly, the primary purpose of balinese labor to work on cruise ships is increasing the family’s income. family economic improvement was perceived very well by the married couple i komang manis (58) and ni made sarwini (56), the parents of ni putu ardyanti, in an interview at his home in tabanan regency. komang manis stated that “as a retired lower class civil servant as well as the wife just being a housewife, it is very difficult to be able to repair the house let alone to buy a land”. but thanks to his son putu ardyanti repeatedly (10 times) working on a cruise ship, his family life increased dramatically. initially he (komang manis) did his child’s financial management with the child’s permission to be used in repairing the merajan (the place of worship of the family), the renovation of houses, and further investment of several land assets in tabanan. it was also said to date that his son putu ardyanti had been able to buy two houses, four plots of land, as well as the first agricultural land area of 1.2 hectares in tabanan. the land assets has been built partly as a boarding house intended for people who need it so that it can make money every month to make ends meet. furthermore the user i kadek hendra juli hartawan, (former cruise ship worker) is now a director and also the owner of pptkis bali paradise citra dewata, a labor supply of cruise companies to europe. until now pptkis bpc still exists in recruiting people to cruise ships, to meet user demand for cruise ship foreign labor’s need which is always increasing, to open up greater access for workers to work on a cruise ship. kadek ayu tika sari (former cruise ship) revealed that “the income of balinese workers on a cruise ship can be divided into two categories, namely tipping crew positions and non-tipping crew positions. non-tipping position is such positions as galley, cook, administration, accounting, while the tipping position is waitress, housemaid, stateroom, or stewardess”. this indicates that the informant expression is basically the income of workers who work on cruise ships can be divided into two categories namely tipping position non-tipping crew and crew position. income workers ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 66 who work in the tourism industry cruise ships actually came more from fees (tips) given by the guests, be it direct or indirect tips. total normal income that can be obtained is between 1,000-2,500 us dollars per month, depending on the position and the number of guests who pay fees. if the earnings of women are less than that amount, it may be caused by the fact that not all guests served are willing to pay tips, or perhaps because of the number of guests served is less than it should be, or the cruise ship is being in a state of low season. conversely, if a labor income is higher, this can be caused by the fact that all the guests served pay tips and still give direct tips for guests were satisfied with the services provided. this is confirmed by hartono (2012: 79) who states that at the level of crew is able to obtain employment income between 1,200 and 2,500 us dollars per month depending on the position as well as a cruise ship where the labor works. based on informant information above, it can be said that through work on cruise ships, balinese labor either directly or indirectly improves the economy of the family, local community, state and the nation; opening job and business opportunities for the people associated with tourism activities. in a socio-cultural perspective, balinese labor mentioned that working in the cruise tourism industry is exciting. they are proud to be working on a cruise ship as they get a chance to be able to see other countries that previously might have never been imagined in their minds to visit. the countries they visit are countries that have a unique social life much different from the balinese social system. it is a delight to balinese workers because previously they had never imagined having a trip to those countries. but behind the fun, there is also a barrier for the crew in their daily interactions with guests and fellow crew. this has to do with communication in international language, i.e. english. workers who work in a cruise ship company come from different nations, languages, and cultures. every worker on cruise ships is required to communicate using english in the living area / guest area. it can spur the balinese labor to learn more seriously, so the ability to adapt to the working environment would be better. their social interactions that occur on cruise ships are proven to motivate the balinese workforce to learn and improve communication skills in english so that they can exist in the eyes of colleagues. this is an application of the theory of needs by maslow (1943) level 3 and 4, namely social needs and the need for prestige (esteem needs). because humans are ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 67 social beings then of course they have social needs, such as the need for feeling accepted by others in which they live and work so that the status and prestige get higher. in view of the social paradigm, the social reality is the result of human creation through the power of social construction of the social world around them. bungin (2011: 4) states that social reality “exists" viewed from subjectivity "exists" itself and the objective world around social reality. individuals are not only seen as "their existence" but also seen from where "the existence" is present, how he received and actualize himself and how environment accepts it. social problems such as “alcohol, gambling, and women” are often identified with the workers who work in cruise ships. these three things are often identified with the workers who work in cruise ships by some people. actually, this view is a view that is not entirely true and needs to be clarified or deconstructed, because not all of the individual workers who work in cruise ships do a thing like that. this is in line with the statement by derrida (in lubis, 2006: 103) which states that through deconstruction, we are looking for a basic truth in accordance with the circumstances that happen in people's lives, especially for workers in cruise ships. i wayan wiryasuta a former cruise ship worker who has had experience working in a cruise ship for 13 years states that "cultural and social problems” are things that need serious attention so that the balinese workers working in cruise tourism industry can anticipate them in an early stage”. this informant impression emphasizes the importance of preventive action against balinese labor working in cruise ships in order not to be involved in social issues. furthermore, it is said balinese workers working on a cruise ship feel far from family circles, friends and homeland, sometimes making them feel free because no one's watching. such conditions often make balinese labor out of control so it can get stuck in activities that are not appropriately carried out. this is in line with the opinion of bungin (2011: 3) which says that humans in many ways have the freedom to act outside the control limits structures and social institutions where people are coming from. humans actively and creatively develop themselves through the responses to the stimulus in the cognitive world. therefore social processes experienced by each individual man can change the social reality in an environment where they are located. success in anticipating such temptation has been able to be put ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 68 into evidence by balinese labor working in the cruise tourism industry. his life has now changed to increase both economically and socially "social status" of society, as expressed by ni komang diah sekarsari. she stated that "with work experience in cruise ship, he felt proud because he felt more appreciated and respected in the association both in the family and in the community. he also said to feel safe and comfortable working in cruise ships due to the support of the family. temptation problems happen in cruise ships all depend on us to respond to them". the impression delivered by komang diah sekarsari is not exaggerated and indeed it is a reality that is happening in the community. in a community association in his village, he now felt more appreciated by his peers. prior to working in cruise ships, she was often ostracized by her friends, not to get along just how it should be because of the economic situation of the family is still minimal. but after she repeatedly sets off and works on cruise ships, now friends actually do otherwise change 180 degrees. this reality is one of the motivations of komang diah sekarsari to decide to work in a cruise tourism industry in order to prove to her friends that she is also capable of changing the status of herself and her families. this is in line with the theory of needs by maslow (1943) level four having to do with esteem or status needs, namely the need for self-respect, acceptance and appreciation of the community environment. recognition status is manifested by a status symbol that has risen from a modest innocent country girl into an internationallyminded country girl. the success of the workforce is able to motivate other balinese to work on cruise ships so as to change the thought patterns of society to move forward, educate clean and healthy disciplined way of life, and to improve science and technology in the field of tourism, especially cruise ships. after watching various world cultures, workers are able to raise awareness in strengthening the unity of the nation, in anticipation of disintegration, and raise awareness to preserve their own culture. conclusion the impact of balinese women working in a cruise ships on his life is most easily seen in the perspective of economics. balinese women force working in cruise ships is proven to help families to improve the economy of family, neighborhood, and nation. in a socio-cultural perspective of workers who work on cruise ships are able to improve the ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 69 social status/prestige and family, as well as being capable of transmitting knowledge and experience with other workers so as to motivate them to go to work on a cruise ship. after watching various world cultures visited, they are able to raise awareness in strengthening the unity of the nation, in anticipation of disintegration, as well as raise awareness to preserve the culture. acknowledgment we express our gratitude to the informants who helped us with information and data necessary. our gratitude also goes to all other parties that have supported the writing of this article. references alavalapati, j.r.r. and adamowicz, w. l. 2000. ”tourism impact modelling for resource extaction regions”, annals of tourism research. 27 (1), 188-202. balai pelayanan penempatan dan perlindungan tenaga kerja indonesia (bp3tki). 2015. penempatan tki tahun 2014. denpasar. bungin, b. 2011. metode penelitian kualitatif aktualisasi metodologis ke arah ragam varian kontemporer. jakarta: pt. raja grafindo persada. gelbman, a., timothy, d.j. 2011. “border complexity, tourism and international exclaves; a case study”, annals of tourism research. 38 (1), 110-131. hartono, s. 2012. bekerja di kapal pesiar “panduan praktis mengawali karier di kapal pesiar” solo: cet. 1. lubis, a.y. 2006. dekonstruksi epistemologi modern: dari postmodernisme, teori kritis, poskolonialisme hingga cultural studies. jakarta: pustaka indonesia satu. maslow, a.h. 1943. “a theory of human motivation”, psychological review. 50, 370396. nunkoo, r., ramkissoon, h., and gursoy, d. 2012. “public trust in tourism institutions”, annals of tourism research. 39 (3), 1538-1564 reid, d.g., mair, h., george, w. 2004. ”community tourism planning: a selfassesment instrument”, annals of tourism research. 31 (3), 623-639. international journal of applied sciences in tourism and events volume 5 issue 1 year 2021 pages 64-69 doi: http://dx.doi.org/10.31940/ijaste.v5i1.2180 url: http://ojs.pnb.ac.id/index.php/ijaste 64 the tax optimization strategy of tourism sector to increase banyuwangi regency’s income masetya mukti ¹*, jemi cahya adi wijayar ², ayu wanda febrian 3 1,2,3tourism business management, state polytechnic of banyuwangi, indonesia *corresponding author: muktimasetya@poliwangi.ac.id abstract: banyuwangi regency is intensively optimizing the tourism sector that has enormous natural and cultural potential. the tourism sector has a broad impact (multiplier effect) felt by all layers of businesses, including businesses in the entertainment industry, hospitality and restaurants. these three business sectors will directly affect income through the tourism sector's local tax. the purpose of this study is determine the relationship of the tourist visitation number to the entertainment tax of banyuwangi regency, to find out the relationship of the tourist visitation number to the hotel tax of banyuwangi regency, to determine the relationship of the tourist visitation number to the restaurant tax of banyuwangi regency. the analytical method used in this study is product moment correlation analysis. the results of this study indicate that the relationship of the tourist visitation number (x1) to the entertainment tax (y1) obtained by pearson product moment value is 0.938 (very strong). the relationship of the tourist visitation number (x1) to the hotel tax (y2) obtained by pearson product moment value is 0.955 (very strong). the relationship of the tourist visitation number (x1) to restaurant tax (y3) obtained by pearson product moment value from the correlation coefficient is 0.889 (very strong). the three tourism taxes had positive correlations with the tourist visitation. keywords: optimizing, tourism sector, tax, hospitality history article: submitted 1 january 2021 | revised 28 february 2021 | accepted 10 march 2021 how to cite: provide intext citation in apa style, e.g. (harris, 2001).mukti, m., wijayar, j. c. a., febrian, a. w. (2021). the tax optimization strategy of tourism sector to increase banyuwangi regency’s income. international journal of applied sciences in tourism and events, 5(1), 64-69. doi: http://dx.doi.org/10.31940/ijaste.v5i1.2180 introduction tourism is a variety of tourism activities and is supported by various facilities and services provided by the community, business people, the government, and local governments (permenpar ri, 2016). currently, the tourism sector is getting attention from the government in its development efforts. the support of the central government provides a stimulus for local governments to seek in developing the region through the tourism sector. the development of the tourism sector can encourage tourism support industries, such as entertainment industry, hotel industry and restaurant industry. tourists undertake traveling to seek pleasure or entertainment for themselves. the entertainment industry can meet the entertainment needs of tourists. entertainment is all types of shows, shows, games and/ or crowds that are enjoyed for a fee. therefore, the entertainment industry can be said to be an industry that supports the tourism sector. the hospitality industry is identified as an industry that supports the tourism sector. hotels are one form of accommodation to provide products and services in the form of facilities such as rooms, services, food and drink. hotels are needed by tourists as a stopover when doing tourist activities. apart from the hotel industry, another industry that supports the existence of tourism is restaurant industry. the restaurant industry has a relationship with the tourism sector. it is undeniable that when tourists do tourism activities, they need a restaurant industry to fulfill their food and drink needs. the existence of the restaurant industry is also a reason for tourists to spend money on tourism activities. http://dx.doi.org/10.31940/ijaste.v5i1.2180 international journal of applied sciences in tourism and events 65 the development of tourism has an impact on the socio-economic conditions of the community. for example is the impact of tourism on local revenue through tax payments. tax is a mandatory levy that must be paid by individual/ organization for activities carried out while they are using state facilities. tax payments paid will be used for the benefit of the community. taxes are used for mutual interests rather than for individual interests, so individuals/ organizations cannot feel the benefits directly. the existence of supporting tourism industries can increase local revenue through taxes including entertainment tax, hotel tax, and restaurant tax. banyuwangi regency is one of the districts that is currently concentrating on developing the tourism sector. it can be seen in several explored tourist destinations such as ijen crater, sukamade, and plengkung beach which are excellent natural attractions. besides, the development of the tourism sector of banyuwangi regency can also be seen from the procurement of events that are packaged through the banyuwangi festival (b-fest) which increases the number of events as entertainment industry every year. the tourism sector development in banyuwangi has shown positive results. it is represented in the visitation number of tourists that have continued to increase from 2011 to 2018. the development of tourist visitation numbers in banyuwangi can be seen in figure 1 below. (source: department of culture and tourism, 2019) figure 1. data of tourist visitation number in banyuwangi regency the development of tourism sector in banyuwangi is known to be able to encourage the movement of tourism-supporting industries in a positive direction which is expected to be able to increase the income of banyuwangi regency, especially through entertainment tax, hotel tax and restaurant tax. based on the recapitulation of banyuwangi revenue realization from 2012-2016 indicates that the entertainment tax, hotel tax and restaurant tax are only able to contribute ≤3% to the original income of banyuwangi regency. in 2016, entertainment tax contributed 0.5%, hotel tax contributed 1.35% and restaurant tax contributed 1.87% to the original revenue of banyuwangi regency (mukti, 2019). methodology the independent variable in this study is the number of tourist visits (x). while the dependent variable in this study is entertainment tax (y1), hotel tax (y2), and restaurant tax (y3). pearson product moment correlation is used to state whether or not there is a relationship between variable x and y, and also to express the contribution of one variable to another expressed in percent. pearson product moment correlation is used for the type of interval data (such as score, income, and size) on the two variables being tested for relationship (suwartono, 2014). according to sugiyono (2016) pearson product moment correlation can be calculated using the formula: 802478 866333 1068414 1495629 1972393 4113752 4131786 5039132 0 1000000 2000000 3000000 4000000 5000000 6000000 2011 2012 2013 2014 2015 2016 2017 2018 international journal of applied sciences in tourism and events 66 𝑟𝑥𝑦 = nσxiyi− (σxi)(σyi) √{nσxi 2−(σxi) 2}{nσyi 2− (σyi) 2} (1) explanation: rxy = pearson product moment correlation n = number of respondents ∑xiyi = number of multiplications between variable x and variable y ∑xi2 = number of squares of value x ∑yi2 = number of squares of value y (∑xi) 2 = the sum of x values is then squared (∑yi) 2 = the number of values of y is then squared in order to know the interpretation of the pearson product moment correlation values, guidelines can be used as listed in table 1 below. table 1. guidelines for interpretation of correlation coefficients coefficient intervals relationship level 0,00 – 0,199 very low 0,20 – 0,399 low 0,40 – 0,599 medium 0,60 – 0,799 strong 0,80 – 1,000 very strong results and discussions results pearson product moment correlation is used to state whether or not there is a relationship between the number of tourist visitation (x) as an independent variable to entertainment tax (y1), hotel tax (y2), and restaurant tax (y3) as a dependent variable which is then called the correlation coefficient. these results are consistent with previous research conducted by suartini (2013) which shows that the number of tourist visits, entertainment taxes, hotel and restaurant taxes have a significant effect on pad gianyar regency in the 1991-2010 fiscal year. the calculation of correlation coefficient used ibm spss version 20. the result of calculating correlation coefficient of tourist visitation variable number (x) to the entertainment tax variable (y1) can be seen in table 2. table 2. correlation coefficients of variable x with y1 correlations tourist visitation entertainment tax tourist visitation pearson correlations 1 .938* sig. (2-tailed) .018 n 5 5 entertainment tax pearson correlations .938* 1 sig. (2-tailed) .018 n 5 5 international journal of applied sciences in tourism and events 67 based on table 2, it can be seen that the correlation coefficient value uses the pearson product-moment formula in spss is equal to 0.938. this shows that there is a very strong relationship between the number of tourists visiting banyuwangi regency (x) with the entertainment tax (y1). discussions attraction is an important component in the tourism system which aims to attract domestic and foreign tourists to come and do activities at a destination according to judisseno (190: 2014). banyuwangi regency is one of the regencies with leading sectors in the tourism sector holding many events every year as a form of tourism attraction. currently, in banyuwangi regency 121 events are summarized in the 2019 banyuwangi majestic festival event. the increasing events in banyuwangi regency cause the number of tourists who visit banyuwangi regency are increased. it can also increase regional income from the entertainment sector. this is in line with the statement of the minister of tourism ariefyahya when attending the launching of 2019 banyuwangi festival event, according to him "the event is an effort to increase tourist visitation while establishing banyuwangi as the best festival city in indonesia". table 3. correlation coefficients of variable x with y2 correlations tourist visitation hotel tax tourist visitation pearson correlations 1 .955* sig. (2-tailed) .011 n 5 5 hotel tax pearson correlations .955* 1 sig. (2-tailed) .011 n 5 5 the results of calculating the variable number coefficient of tourist visitation (x) to the hotel tax variable (y2) can be seen in table 3. based on these results it can be seen that the coefficient value using the pearson product-moment formula in spss is equal to 0.955. this shows a very strong relationship between the number of tourists visiting banyuwangi regency (x) and hotel tax (y2). besides, the role is a major component that increases tourist attraction in the tourism system according to judisseno (189: 2014). when it succeeded in attracting tourists, then this will also have an impact on accommodation/hospitality in a destination. based on the data obtained the number of star-rated or star-rated hotels is increasing every year that is adjusted to developments in banyuwangi regency. related to the number of starred or nonstarred hotels, it will be related to the contribution received by the local government through hospitality. table 4. correlation coefficient of variable x with y3 correlations tourist visitation restaurant tax tourist visitation pearson correlations 1 .889* sig. (2-tailed) .043 n 5 5 restaurant tax pearson correlations .889* 1 sig. (2-tailed) .043 n 5 5 the calculation results of correlation coefficient in the tourist visitation (x) variable number to the restaurant tax variable (y3) can be seen in table 4 based on these results it can be seen that the correlation coefficient value which used the pearson product-moment formula is 0.889. international journal of applied sciences in tourism and events 68 this shows that there is a very strong relationship between the number of tourists visiting banyuwangi regency (x) and restaurant tax (y3). according to nugroho (135: 2018) tourism policy is not a sector policy or a regional policy, but a multi-sector policy. furthermore according to nugroho tourism is in the four macro sector policy sectors, namely in economic policy because tourism destinations are business opportunities, employment, income/tax, and foreign exchange. this indicates that with tourism, other sectors also change, not least in the restaurant sector. the emergence of many events in the regency of banyuwangi, certainly will also appear a significant multiplier effect in the form of indirect business such as restaurants/food services. the increase in restaurants due to tourism can automatically increase government revenue through restaurant taxes. conclusions based on the results and discussion of this research that has been obtained, it can be concluded that; the relationship of tourist visitation number (x1) to the entertainment tax (y1) of banyuwangi regency is very strong. the relationship of tourist visitation number (x1) to the hotel tax (y2) of banyuwangi regency is very strong. the relationship of tourist visitation number (x1) to restaurant tax (y3) of banyuwangi regency is obtained by pearson productmoment value of the correlation coefficient is very strong. there is a harmonious and mutually beneficial relationship between the level of tourist visits with local tax revenues in the tourism sector in banyuwangi regency. references adinugroho, g. 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(2016). peraturan menteri pariwisata republik indonesia nomor 14 tahun 2016 tentang pedoman destinasi pariwisata berkelanjutan. jakarta: kementerian pariwisata republik indonesia. mukti, masetya. (2019). hubungan tingkat kunjungan wisatawan terhadap pendapatan pajak daerah sektor pariwisata di kabupaten banyuwangi. banyuwangi: politeknik negeri banyuwangi. nugroho, riant. (2018). kebijakan pariwisata. yogyakarta: pustaka pelajar. pemerintah kabupaten banyuwangi. (2018). gambaran umum. http://banyuwangikab.go.id. pitana, i.g. and diarta, i.k.s. (2009). pengantar ilmu pariwisata. yogyakarta: andi. purnamasari, r. (2013). pengaruh jumlah kunjungan wisatawan terhadap pajak hiburan, pajak hotel, pajak restoran dan pendapatan asli daerah kota bandung tahun 2005-2012. skripsi. bandung: universitas pendidikan indonesia. international journal of applied sciences in tourism and events 69 puwanti, n.d. and dewi r.m. (2014). pengaruh jumlah kunjungan wisatawan terhadap pendapatan asli daerah kabupaten mojokerto tahun 2006-2013. jurnal pendidikan ekonomi, 2(3), 1-12. https://doi.org/10.26740/jupe.v2n3.p%25p suartini, n.n. and utama, m.s. (2013). pengaruh jumlah kunjungan wisatawan, pajak hiburan, pajak hotel dan restoran terhadap pendapatan asli daerah kabupaten gianyar. e-jurnal ekonomi dan bisnis, 2(3), 175-189. sugiyono. (2016). metode penelitian pendidikan (pendekatan kuantitatif, kualitatif, dan r&d). bandung: alfabeta. sulistiyowati, c. (2017). pengaruh jumlah kunjungan wisatawan, retribusi obyek wisata, pajak hotel dan pajak restoran terhadap pendapatan asli daerah kabupaten karanganyar. skripsi. surakarta: institut agama islam negeri surakarta. suwartono. (2014). dasar-dasar metodologi penelitian. yogyakarta: andi. udayantini, k.d. (2015). pengaruh jumlah wisatawan dan tingkat hunian hotel terhadap pendapatan sektor pariwisata di kabupaten buleleng periode 2010-201. jurnal bisma universitas pendidikan ganesha, 3(1). widiana, i.m.p and sudiana, i.k. (2015). pengaruh jumlah kunjungan wisatawan, pajak hotel restoran dan pendapatan asli daerah terhadap belanja modal kabupaten/ kota di provinsi bali. e-jurnal ekonomi pembangunan univesitas udayana, 4(11). 1357-1390. widyaningsih, p. and budi, m.k.s. (2014). pengaruh jumlah kunjungan wisatawan terhadap penerimaan pajak hotel, pajak restoran dan pendapatan asli daerah. e-junal ekonomi pembangunan universitas udayana, 3(4), 155-163. wijaya, i.b.a.b. and sudiana, i.k. (2016). pengaruh jumlah kunjungan wisatawan, penerimaan pajak hotel, restoran dan pendapatan retribusi obyek wisata terhadap pendapatan asli daerah di kabupaten bangli periode 2009-2015. e-jurnal ekonomi dan bisnis, 5(12), 13841407. wijaya, i.b.p and mustika, m.d.s. (2014). pengaruh jumlah kunjungan wisatawan, lama tinggal dan pengeluaran wisatawan mancanegara terhadap pendapatan sektor perdagangan, hotel dan restoran (phr) provinsi bali tahun 2000-2012. e-jurnal ekonomi pembangunan universitas udayana, 3(4), 124-133. wijaya, i.g.a.s and djayastra, i.k. (2014). pengaruh kunjungan wisatawan, jumlah tingkat hunian kamar hotel, dan jumlah kamar hotel terhadap pendapatan asli daerah (pad) di kabupaten badung, gianyar, tabanan, dan kota denpasar tahun 2001-2010. e-jurnal ekonomi pembangunan universitas udayana, 3(11), 513-520. ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 32 increasing students’ entrepreneurship awareness through college tourism business incubators i ketut sutama, i ketut pasek, and i gede mudana politeknik negeri bali jalan kampus bukit jimbaran, kuta selatan, badung 80364, bali, indonesia email: ketutsutama@pnb.ac.id abstract the aim of the study is to search the entrepreneurial potency of students of politeknik negeri bali (state polytechnic of bali). by knowing such a potential, the development of tourism business incubator within the college will be significant. instead of giving theoretical and practical benefits in terms of teaching and learning for the subject of entrepreneurship, the existence of the incubator will prove that the institution also plays the role in creating job opportunity. in terms of teaching and learning process the result of the study will give support to the subject of entrepreneurship, for instance in production of updated teaching material and method. on the other hand, regarding job creations, institutional incubator business will give wider chance to students and fresh graduates to train themselves to create and practice business. to get view on the potency of entrepreneurship of the students, a number of 91 fourth semester students were chosen as research samples. questionnaires were distributed to them, then analyzed using descriptive method. three indicators of entrepreneurship, such as innovation, proactive, and risk acceptance, also indicator of the potency of business in tourism area were utilized to count means. it was found the value of 3.6. it means that between 1 to 5 of choice scale, the value of 3.6 is significant enough to indicate that the students have good potency for entrepreneurship. if it is developed seriously, they will be able to build their own business upon graduate. such a data is significant enough as an indicator for further research at the second year, dealing with the development of business incubator in tourism area. keywords: entrepreneurship, student, tourism business incubator, job opportunity. introduction the central issue of concern of various parties in indonesia are open unemployment, especially regarding intellectual unemployment. citing data released by the central bureau of statistics, directorate general of education and student affairs of the ministry of research, technology and higher education (2015) reported that the rate of open unemployment in indonesia in 2014 reached 6.25% or 7.9 million and the number of college graduates was 688, 660 people (495, 143 bachelors and 193, 517 diploma). it is estimated that the unemployment rate has increased every year. the government, through the ministry of research, technology and higher education realized that there has been a mistake in our ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 33 education system in a broad sense: “the above conditions also supported by the fact that the majority of college graduates tend to be more as job seekers rather than job creators. this is likely due to a learning system applied in various universities are still focused on how to prepare the students to quickly pass and get a job, rather than graduates who are ready to create jobs” (2015: 1). creating jobs is challenging. it needs knowledge, skill, mental, and behavioral entrepreneurship. such competencies can be formed from a variety of factors, such as formal and informal education, family as well as social environments. in regard to the government's efforts, through the institutions of higher education, there are two programs concerned, namely the scheme of student entrepreneurial program (susilaningsih, 2015) and the development of business incubators at universities (kelvin 2007). in addition, the college also teaches entrepreneurship subject, as an effort to develop entrepreneurial spirit of students. it was expected that college graduates were capable of creating jobs. however, in many cases tend to be theoretical entrepreneurial learning. in an effort to foster entrepreneurship, learning processes need to be improved in a comprehensive manner through the internalization process. suratna (2010) stated that the process of internalization of entrepreneurship can be generated if supported by an entrepreneurial culture in the educational institutions, which can be done through various forms of learning. it is said, "the results of research conducted by central bank of indonesia showed that business incubators can create new jobs and foster new entrepreneurs" (suratna, 2010: 2). business incubator is superior when compared to the other business development model. sharif (2009) in hasbullah et al (2014) stated the business incubator has its own advantages, namely small medium enterprises (smes) target/potential entrepreneurs are trained to master all aspects of the business, equipped with facilities and working capital, and accompanied intensively. in other words, in implementing the programs, business incubators are responsible until participants or tenants are able to run their businesses independently. however, it is unfortunate the existence of a business incubator has not received serious attention yet from stakeholders, such as the government, employers and higher education institutions (nindyawati et al, 2013). in fact, the success of business incubators in developing and fostering the participants or tenants depends on those parties. she further explained that the role of an incubator actors still individuals and/or ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 34 institutions. it means, concerning to incubators at universities, for example, the role of government as regulator as well as in terms of helping funding and guidance are still lack whereas since 2010 there was an agreement between the ministry of cooperatives and small medium enterprises (smes) with the ministry of national education (ministry of research, technology and higher education, today). it also happens with other stakeholders, such as employers, for example in terms of funding, coaching and preparation for apprenticeship for participants of incubator or tenants. the english word entrepreneur is actually adopted from french, meaning between taker or go-between. joseph schumpeter provide understanding entrepreneurs, are people who break the existing economic system by introducing new goods and services, by creating a new form of organization or process of new raw materials (buchari alma, 2014). priyanto (in soeprapto, 2012) stated that entrepreneurship is something that exists in the soul of a person, society and organizations, which therefore generated a wide range of business activities. entrepreneurship involves three important dimensions, namely innovation, proactive, and risk-taking or courage to take risks (dalimunthe, 2004; buchari alma, 2014). innovation can be defined in terms of product development, proactive in terms of implementation, and risk-taking in terms of pursuing opportunities. that is, the entrepreneur should at least have the ability to innovate, always proactive and dare to risk. of course not everyone has such properties would be a successful entrepreneur. there are many other factors that influence it. one factor that is still quite often debated by practitioners and academics are concerned with the term 'born as entrepreneurs' and 'educated or trained as entrepreneurs'. that is, people who were born as an entrepreneur capable of acting or succeed as an entrepreneur although does not have a formal education or training regarding entrepreneurship. instead, someone declared a success as an entrepreneur because he has a background in education or training in the field of entrepreneurship. although both of these contain a meaning different from each other, it does not need to be debated. however, empirical evidence shows that the number of entrepreneurs in indonesia is still below the neighboring countries in the asean region, moreover when compared to asian countries such as india and china (joewono 2011; dipta, 2011). ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 35 since 1997 the government, through the directorate general of higher education have developed entrepreneurship programs in higher education institutions, such as the subject of entrepreneurship, entrepreneurship internship, field work enterprises, consulting business and employment, and incubator new entrepreneurs, and continues today with the scheme of student entrepreneurial program which seems to be treated more seriously (susilaningsih, 2015). in addition, entrepreneurship courses have also been taught in colleges, as the responsibility of higher education institutions to support government programs in developing highly educated young entrepreneurs. the idea of business incubator development was first established by joseph l. mancuso in new york usa, in 1959. it was batavia industrial center, new york with his business partner charles mancuso & sons as an early model of business incubators in the united states (setyobudi, n.d). furthermore the main purpose of the business incubator was to produce an independent company, especially in financial aspects. proven success of the development of business incubator finally became a reference of establishment of similar business incubators in other countries which then spread to almost all over the world including to indonesia in 1994 (nindyawati et al, 2013). business incubator act as an economic strategy to build and develop the social and economic growth, commercialization of new products and processes and new business models. according to al-mubaraki et al (2015) there are three categories of business incubator in the united states, which is related to economic development, commercialization of technology, and entrepreneurship. through their research conducted in new york, united states of america regarding the three categories of business incubator was found that the incubator acts as: (1) a dynamic model of self-sustainable, efficient business development; (2) a helpful tool to generate jobs; (3) a method of fostering and supporting enterprise and innovation to create the best environment for the growth of businesses, both at start-up and to accelerate smart growth; and (4) high contributors that add value to businesses by developing the region’s science parks and r&d centers, improving collaboration between universities and supporting business investment and growth (al-mubaraki et al, 2015: 8). in terms of benefit, smilor and gill quoted by cooper et al (2012:435) “identified four main entrepreneurial benefits to start-up companies residing in an incubator: heightening credibility, shortening the ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 36 learning curve, creating quicker solutions to problems, and gaining access to an entrepreneurial network.” research methods seeing the fact above this research is important, in order to formulate or design a model of business incubator in the field of tourism in politeknik negeri bali, although similar research has been done elsewhere. this study was designed three years (2016-2018). in the first year it will explore the potency of entrepreneurship of the students and their understanding of the business in tourism sector. understanding of the tourism business is very essential to know since the development of education in state polytechnic of bali based on tourism, and geographically the position of the institution is in the well-known tourist destinations, namely jimbaran, bukit pecatu, nusa dua, and kuta. based on the sample calculations according to slovin, a number of 91 likertscale questionnaires were distributed to students of fourth semester on all courses in state polytechnic of bali. for positive statements the scale ranges from strongly agree, score 5; agree, score 4; neutral, score 3; disagree, score 2; and disagree, score 1, and vice versa for negative statements. three basic indicators of entrepreneurship, such as: innovation, proactive, and risk-taking (dalimunthe 2004, buchari alma, 2014) are used to describe the data. in order to obtain an overview of the potency of business in tourism area, statements of tourism business are included. total score of means of each indicator represents the potency of entrepreneurship of the respondents which range from 1 (worst) to 5 (very good). the reason of choosing fourth semester students to be the subjects of this study was that in the sixth semester they will get entrepreneurship course, which is also the second year of the study. the result of the study can be used as baseline of the design of business incubator. it can also be used early in the development process of teaching entrepreneurship courses covering teaching materials and teaching methods. result and discussion total population of 4th semester students on all courses in state polytechnic of bali is 994 students. using slovin’s calculation formula with an error rate of 0.1 obtained a sample of 91 students who are determined proportionally to each ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 37 department, namely tourism 22, business administration 17, accounting 16, civil engineering 12, mechanical engineering 10, and electrical engineering 14 students. the respondents consisted of 47.3% men and 52.7% women with a variety of age: 19 years as many as 20.9%, 20 years as many as 72.5% and 21 years as many as 6.6%. data characteristics of respondents based on the experience owned businesses showed significant differences, with 24.2% stating to have the business experience versus 75.8% have no business experience. from the business experience of the respondents (24.2%), the largest percentage is the culinary business by 11%, followed by 5.5% fashion; handicraft 4.4%; daily needs 1.1%; it 1.1%; and workshops 1.1%. in line with these data, concerning the business interests of the respondents who want to work at the businesses in the culinary field are also occupied the highest percentage, that is 46.2%; followed by fashion 9.9%; engineering took 7.7%; travel 6.6%; it 5.5%; contracting 5.5%; handicraft 4.4%; workshop 3.3%; daily needs 1.1%; whereas no interest has recorded a 9.8%. if the data concerning the business interests associated with tourism-related businesses, such as culinary, travel and handicraft are combined, the total percentage will be 56.1%. the data is significant as an indicator of students' understanding of the business-related or supporting tourism field. the potency of entrepreneurship can be measured through three basic indicators, such as: innovation, proactive, and risk-taking (dalimunthe 2004, buchari alma, 2014). the following table 1 describes these three indicators separately based on respondents' responses. table 1 frequency of innovation indicators s n tr strongly disagree disagree neutral agree strongly agree tot al rxs mea ns r rxs r rx s r rx s r rx s r rx s 1 91 0 0 6 12 18 54 50 200 17 85 351 3.9 3 91 1 1 4 8 19 57 46 184 21 105 355 3.9 4 91 1 1 3 6 27 81 45 180 15 75 343 3.8 14 91 0 0 4 8 42 12 6 32 128 13 65 327 3.6 16 91 0 0 2 4 7 21 29 116 53 265 406 4.5 18 91 4 4 5 10 44 13 2 26 104 12 60 310 3.4 total means 23.0 means 3.8 ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 38 note: sn = statement number; tr = total respondent; r = respondent; s = scale it shows that the respondents' perceptions of six statements regarding the innovation indicators, such as the statement item number (1) in everyday life, i proposed a lot of ideas; (3) in everyday life, i always get up early to start the activity; (4) i always maintain good health with regular exercise; (14) i have a lot of personal skills; (16) i am pleased with something new; (18) when a holiday, i always do any works at home. those statements have positive meaning that the value of the scale is normal: strongly disagree is worth 1, disagree 2, doubtful 3, agree 4, and strongly agree 5. calculation of means of the innovation indicators get the number of 3.8, which means good. in other words, the respondents have a good enough innovation in business or entrepreneurship. in order to obtain a nature of the respondents’ proactive indicators, there are 10 statements submitted, which consists of 6 positive statements and 4 negative statements, as seen in table 2. for negative statements the value scale is calculated inverted. it means, if the respondents chose strongly agree, it is worth 1, agree 2, doubtful 3, disagree 4, and strongly disagree 5 (buchari alma, 2014). the positive statements are (7) i am among those who are always excited and optimistic; (8) i like cooperation with others; (9) i want to hear the opinions of others; (10) i am always diligent in completing all the tasks; (13) i am happy and often pay attention to businesses; and (17) i am pleased to visit another city and see the situation of the town. while the negative statements are (2) i always follow the idea of a friend; (5) i am glad to have erratic chat with friends; (19) i am not happy asked by my mother/father shopping in traditional markets, and (20) i often ask the maid for help although that work i can do alone. the results can be seen in table 2. the results of means calculation for proactive indicators is 3.8, which implies good. that is, respondents have a high level of proactive in doing business or entrepreneurship. table 2 frequency of proactive indicators sn tr strongly disagree disagree doubtful agree strongly agree total rxs means r rxs r rxs r rxs r rxs r rxs -2 91 0 0 30 120 46 138 15 30 0 0 288 3.2 -5 91 1 5 18 72 19 57 32 64 21 21 219 2.4 7 91 0 0 1 2 20 60 52 208 18 90 360 4.0 8 91 0 0 2 4 11 33 51 204 27 135 376 4.1 9 91 0 0 0 0 8 24 55 220 28 140 384 4.2 10 91 0 0 1 2 21 63 54 216 15 75 356 3.9 ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 39 13 91 0 0 3 6 24 72 42 168 22 110 356 3.9 17 91 2 2 3 6 15 45 42 168 29 145 366 4.0 19 91 27 135 45 180 13 39 4 8 2 2 364 4.0 20 91 48 240 37 148 4 12 2 4 0 0 404 4.4 total means 38.1 means 3.8 note: sn = statement number; tr = total respondent; r = respondent; s = scale; minus (-) = negative statement. there are five proposed statements in association with taking risks indicators, which consists of four negative statements and one positive statement. the negative statements include (6) if doing business, i am afraid of loss and fear of risk; (11) i often have difficulty in every decision; (15) when i face a difficult problem, i tend to leave alone and forget; and (21) i do not plan the future yet because it is not important. while positive statements is (12) i am healthy and be able to complete the activities. data can be seen in table 3. the calculation of means yields only 3.4, meaning good enough. in other words, respondents have fairly good courage in taking entrepreneurial risks concerned. table 3 frequency of risk taking indicators sn tr strongly disagree disagree neutral agree strongly agree total rxs means r rxs r rxs r rxs r rxs r rxs -6 91 5 25 21 84 27 81 27 54 11 11 255 2.8 11 91 1 5 14 56 18 54 47 94 11 11 220 2.4 12 91 0 0 0 0 14 42 49 196 28 140 378 4.2 15 91 6 30 39 156 32 96 11 22 3 3 307 3.4 21 91 42 210 25 100 18 54 6 12 0 0 376 4.1 total means 16.9 means 3.4 note: sn = statement number; tr = total respondent; r = respondent; s = scale; minus (-) = negative statement. in order to obtain an overview of the potency of business in tourism area, the respondents filled 6 statements, which consist of five positive statements and one negative statement. these five positive statements are (22) i often hear about the business potency of tourism in indonesia, and bali in particular; (23) i'd like to figure out how to successfully do business in tourism in bali or indonesia; (25) the ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 40 knowledge and skills of business (tourism) that i obtained during the course quite adequate; (26) my knowledge of tourism can be said enough; (27) i constantly strive to update myself with information about tourism. while negative statement is (24) i have not been able yet to see opportunities in tourism business. data can be seen in table 4. the result of the calculation of the means scored 3.5 which implies good. that is, the respondent has good potency of business in tourism sector, and it is quite large by the will, the knowledge and skills possessed. table 4 frequency of tourism business potency indicators sn tr strongly disagree disagree neutral agree strongly agree total rxs means r rxs r rxs r rxs r rxs r rxs 22 91 0 0 2 4 23 69 44 176 22 110 359 3.9 23 91 0 0 9 18 23 69 51 204 8 40 331 3.6 24 91 2 10 18 72 29 87 42 84 0 0 253 2.8 25 91 1 1 7 14 26 78 45 180 12 60 333 3.7 26 91 0 0 12 24 39 117 34 136 6 30 307 3.4 27 91 0 0 6 12 27 81 46 184 12 60 337 3.7 total means 21.1 means 3.5 note: sn = statement number; tr = total respondent; r = respondent; s = scale; minus (-) = negative statement. conclusion results obtained from this study met the objectives that were defined, namely to see the entrepreneurial potency of state polytechnic of bali students. the knowledge, skills and willingness of the students to develop the potency of business within the tourism sector is quite large. evident from the means value of 3.6 which is calculated from the four indicators of entrepreneurial potency of the tourism sector. figures are in line with the average of the results of research by pasek et al (2013), which was equal to 3.9. the means value can be used as a reference in the development of entrepreneurial students’ potency through formal academic activities, such as adding weight of credit semester unit of the subject of entrepreneurship, and the teaching methods that are more practical. in addition, giving more opportunity for students to carry out extracurricular activities in entrepreneurship can also support the development of entrepreneurial potency of the students. ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 41 the results obtained in the first year of this study become an important reference for future research in the second year, involves the development of a business incubator model in tourism in state polytechnic of bali. through the development of a 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education in higher education: is it important for all profession?"). jurnal economia, vol. 11, no. 1, pp. 1-9. suwandi. 2007. “pengembangan model inkubator bisnis perguruan tinggi” ("development of the college business incubator model"). jurnal penelitian humaniora, vol. 12, no. 2, pp. 65-86. ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 43 ecotourism business competence in creating community income ketut irianto1, ni nyoman aryaningsih2, ni ketut masih3, made bagiada4 agriculture faculty, warmadewa university1, accounting departement, politeknik negeri bali2, 3, 4 email: iriantoketut@yahoo.co.id 1, arya68ningsih.gmail.com 2 abstract the economic development of a region is determined by the increase of contribution of economic sector activity. the tourism sector is one of the economic sectors that has an important role in and is able to grow the regional economy. sustainability of the tourism sector of the economy can not be separated from the role of environmental resources as tourism attractions (objects). this study is to analyze ecotourism business competence in creating income of community. the study is designed in a descriptive-quantitative way. the collection of data used is observation and interview. the data used is descriptive-quantitative in order to determine and analyze the ecotourism business competence and its impact on improving income of community. the results show that the strategy to achieve an income community must be supported by having business competence based on ecotourism. business competence is dominated by social competence in creating people’s income in the tourism sector, yet less attention to other competencies. ecotourism development is done by building the overall business competence and network of cooperation between the parties concerned. keywords: business competence, ecotourism, income, community. introduction economic development in a region is affected by the increase in purchasing power. the purchasing power of the people can be seen from conduciveness of real sector and financial sector. the real sector is determined by the functioning of the economic actors in the market for goods, besides the ease of acces for economic players on the market of goods, so the participation can contribute benefit to society. the weakening of the role of the real sector due to the economic transformation of the agriculture sector to the service sector/tourism causes uncontrolled land conversion and absorption of labor in the tourism sector which is getting bigger. on the other hand it has not been established readiness of labor resources in the face of increasingly ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 44 strong competition. some research indicates that the construction of water treatment plants, sanitation facilities, and the cottage lead to exploitation of non-renewable energy and resource utilization infinite (vivanco, 2002). conversion of land into tourist infrastructure led to deforestation and loss of habitat for butterflies in mexico and squirrel monkeys in costa rica (isaacs, 2000). lack of adequate sanitation facilities in east africa results for waste disposal, thus causing environmental pollution (tuohino, 2001). bali tourism has developed very rapidly compared to other regions in indonesia. in 2015 around 39.12% of tourist visits bali directly (kemenpar, 2016). the average increase of foreign tourist visiting bali is 8.65%, greater than the average increase in the national context (indonesia). the average increase in the tourist archipelago during 2006-2015 is 13.11%. the development of the tourism sector contributes to economic development in bali, so the sector is considered to be the leading sector to support regional economic development. effect as the leading sector also led to the government's policy direction tends to prioritize the tourism sector to boost economic growth. besides the impact of tourism as the leading sector, impact on uncontrolled land conversion, shifts attitudes and behavior of society and forms the image of anthropocentrism to exploite nature to the maximum (atmadja, 2010; suda, 2016). the rapid growth of the tourism sector cause economic transformation and modernization of the behavior of ecological thinking into utilitarian and pragmatism (chang, 2000, in atmadja, 2010). as a result, humans always want to benefit greatly from the environment without thinking its impact. expected real role in the development of the tourism sector based on the economic environment develops human resources through quality business-oriented competence and attention to the natural environment and its impact. competence is a behavior that is manifested in the work and can provide an added value (siriwaiprapan, 2000). ecotourism is then a combination of different interests that grow out of concern for the environment, and also economic and social aspects. ecotourism provides added value to visitors and the local community in the form of knowledge and experience. the added value of this influence changes in behavior of visitors, the community and tourism developers to be aware and more appreciative. as stated, the ecotourism structure must be improved to direct more money into host communities by reducing leakages for the industry to ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 45 be successful in alleviating poverty in developing regions, but it provides a promising opportunity (saayman, 2012). regarding strategies to reduce the value of the impact of tourism development through ecotourism, it is necessary to attempt to achieve the goal of how to build competence ecotourism business strategy to create revenue to be more prosperous society. research methods this design of the study is an explorative approach a with a mixed (quantitative-qualitative) method. the data are collected through observation and interviews. the sampling technique used is accidental. the results of the descriptivequantitative analysis are used to build and formulate new concept as the basis for the development of an ecotourism model. result and discussion the observation and interview regarding ecotourism in bali from the aspects of geography show that the cultural life of the balinese people has a characteristic unique caracteristic as well as the main attraction of tourists visiting bali. bali tourism seen from its growth within six years (2009-2015) can be categorized as follows: natural, cultural, and artificial attractions. natural attractions include flora and fauna, the peculiarities of the ecosystem, fields, beaches, plantations, and the zoo. cultural tourism tourist attraction can be seen in art handicrafts, traditional indigenous communities, upakara (religious rites) and ceremonies/festivals. artificial attractions are such as the creation of art performances/dances/yoga, sculpture and so on. however, the entry of global capitalism ideology to bali has caused market ideology, so there is a shift in attitudes and values of the local people concerning their economic outlook. this led to the exploitation of economic resources such unbridled, conversion of agricultural land to support the provision of tourism facilities, public behavior that tends to be the religion of the market. besides the emergence of behavioral patterns, finanscape upholds the use of foreign currency in a shopping decision, thus lowering the value of cultural identity. to keep ecotourism as a scarcity value and unique culture and in order to attract tourists visiting bali in a sustainable manner, the businesses in the tourism sector can develop actions to build competence in business-oriented in several stages, ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 46 namely: (1) the initial stage is to strengthen understanding and recognition of the positive and negative impacts of tourism through the competence of human resources business-oriented knowledge, means of communication, good service ethic. (2) the stages of execution can be done to build individual competencies by showing moral responsibility, time and labor discipline, critical thinking and able to solve problems facing the visitor complaints. (3) the final stage to do is dare to accept the feedback of others (tourists/visitors), interact and adapt culturally appropriate language, acculturation following the norms and ethics. to build a complete stages in developing ecotourism, the competence of human resources as the main actors in the tourism sector is very crucial, so that the business-oriented competence must be built completely and thoroughly. based on the result of research studies, the strategy held by economic operators in the tourism area of business competence is based on eco-tourism in order to increase people's income can be shown in figure 1. figure 1 shows that the relationship model of sustainability of the tourism sector can be built in an integrity way. the tourism sector which is considered as the leading sector has generated a lot of positive and negative impacts on the natural figure 1. the relationship model of ecotourism business competence ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 47 environment, society, and culture. to maintain the ecosystem to function properly, the development of ecotourism is developed through the so-called alternative tourism. the carrying capacity of the quality of human resources is also considered to develop the economic potential, and build business competence in order to have a strong market competitiveness. findings from this study suggest that social competence has the largest role in increasing incomes compared to other competencies such as intellectual comptence, self-competence, accountability, and job competence. however, in the long run, in order to maintain the sustainability of ecotourism and the tourism sector, everyone in the tourism sector should have a business-oriented competence as a whole to increase its global competitiveness. the results of the study, supported by the findings in zimbabwe and nepal's annapurna region where underdevelopment is taking place, show that more than 90% of ecotourism revenues are expatriated to the parent countries, and less than 5 percent go into local communities (ziffer,1989). conservation in the northwest yunnan region of china has similarly brought drastic changes to traditional land use in the region. prior to logging restrictions imposed by the chinese government the industry made up 80% of the regions revenue. following a complete ban on commercial logging the indigenous people of the yunnan region now see little opportunity for economic development (norton, 2012). the results of this study show that social competence based on ecotourism is able to increase incomes. it is better than the other competencies. in the long run, all the competencies possessed by tourism businesses should be used optimally.thus the contribution of the tourism sector can provide greater benefits to development and economic growth. therefore, a good business competencies will be able to support the ecological management according to its function, so that loss of function of nature or land and other creatures can be avoided, so that harmony can be mutually maintained for the sake of balance of life. conclusion the development of ecotourism is an alternative to the development of the tourism sector without compromising the function of the environment in accordance with beneficiaries. business-oriented competence built and owned by individuals either involved directly and indirectly in the tourism sector will be able to create an https://en.wikipedia.org/wiki/zimbabwe ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 48 environment with good governance. the development of business competence to create revenue will increase the effects of the future, for the public welfare. the study of tourism development is one of the alternative solutions to problems caused by the negative impact of the tourism sector. the results of this field study also recommend that further research can be done on the field of study such as impacts of waste tourism sector to natural resouces, social accounting cost of environment, measurement of behavior transformation on cultural value. many other areas of study can be done by the academic community. acknowledgment the writers thank awfully to the organizing committee of international seminar on department of tourism, which has contributed to facilitate the channeling ideas and give us the opportunity to the participation and deliver the results of this field study idea. thanks to the director of the polytechnic of bali as well as the staff of other leaders, thanks also to the chairman of the accounting department which has supported by staff to develop appropriate scientific field. references atmadja, n.b. 2010. ajeg bali gerakan, identitas kultural dan globalisasi. yogyakarta: lkis. (in indonesian) isaacs, j.c. 2000. “the limited potential of ecotourism to contribute to wildlife conservation”. the ecologist. pp. 28(1):61–69. norton, jim. 2012. “the yunnan great rivers expedition”, snag films, retrieved november 29, 2012. saayman, melvilleand rossouw, krugel (sep 2012). "the impact of tourism on poverty in south africa", development southern africa, 29 (3): 462– 487.doi:10.1080/0376835x.2012.706041. siriwaiprapan, s. 2000. “the concept, practice, and future of human resources development as perceived by thai human resources practitioners”, unpublished doctoral dissertation, george washington university, washington dc. tuohino, a and hynonen, a. 2001. “ecotourism, imagery and reality. reflections on concepts and practices in finnish rural tourism”. nordia geographical publications. pp. 30(4):21–34. vivanco, l. 2002. “ecotourism, paradise lost—a thai case study”, the ecologist, pp. 32(2):28–30. ziffer, k. 1989. ecotourism: the uneasy alliance. conservation international: ernst and young. http://www.snagfilms.com/films/title/the_yunnan_great_rivers_expedition https://en.wikipedia.org/wiki/digital_object_identifier https://dx.doi.org/10.1080%2f0376835x.2012.706041 international journal of applied sciences in tourism and events issn: 2580-5592, vol 4, no 2, 2020, pp https://doi.org/ 109 creative and innovative community-based tourism management in tegal waru, bogor nining latianingsih1*, iis mariam2, dewi winarni susyanti3 jurusan administrasi niaga politeknik negeri jakarta, indonesia1,2,3 nining.latianingsih@bisnis.pnj.ac.id¹ , iis.mariam@bisnis.pnj.ac.id², dewi.winarni@bisnis.pnj.ac.id³ article history received on august, 11th 2020 revised on december, 3rd 2020 accepted on december, 28th 2020 abstract purpose: the purpose of this research is to see how the management of creative and innovative community-based tourism villages. research methods: the approach method used is an empirical normative approach and uses qualitative methods and direct field research on research objects that are related to the problem under study. results and discussions: tegal waru tourism village is a rural tourism area that has a variety of agricultural production businesses and entrepreneurs. community participation in the development of tourism villages is very high. there are tour packages offered including entrepreneur training, charity creativity, outbound on the road, consumption packages, souvenir packages, shopping centers, tourist attractions, business tourism village locations. conclusion: community participation is very high in implementing this village tourism program, because they feel an increase in income and economic life. keywords: business, community participation, tourism village management model introduction indonesia is a beautiful country, especially the problem of tourism which contributes significantly to development. tourism villages in indonesia are currently well developed. in addition to increasing the number of tourism packages based on rural resources, at present there are many villages that have developed locality-based tourism, such as homestays. however, there are still many tourism activities in rural areas that tend to exploit existing resources. the purpose of building a tourism village is no longer for the welfare of the community and the preservation of the village environment but only to catch up with the number of tourist visits. as a result, many rural tourism attractions are damaged due to the forms of mass tourism that are carried out, even though this will damage long-term rural resource. a tourism village is a form of integration between attractions, accommodation and facilities that are presented in a structure of community life that integrates with local traditions (directorate general of destination mining, 2009). tourism village is an alternative tourism https://doi.org/ mailto:nining.latianingsih@bisnis.pnj.ac.id mailto:iis.mariam@bisnis.pnj.ac.id mailto:dewi.winarni@bisnis.pnj.ac.id 110 development approach, developing a tourism village as a center for economic, social and cultural activities, one of which can be done by utilizing local commodity-based resources. tourism development strategy is needed for the realization of community welfare (carlsen & butler, 2011). an important element of the development of a sustainable tourism village (satrayuda, 2010) is training of the community from various levels of education, considering that the management of the village requires quality and professional human resources, another important element is the formation of local entrepreneur groups and their development so that they are able to produce local products such as handicrafts, food/ typical drinks, and other products that can promote the distinctiveness of a tourism village. bogor regency, one of the areas in west java province and is located in west java, is a city as a destination for tourist visits that is quite large, reaching 8,625,299 people for domestic tourists and 166,071 people coming from abroad (bps bogor district, 2018). it can be said that bogor district has an attractive tourist destination. one of the signs is the number of hospitality businesses and tourists who continue to experience growth every year and also the attraction of a tourism village where currently there are 25 tourism villages that are well coordinated by the bogor regency tourism office. bogor regency can be categorized as an area with various potentials, one of which is the potential of a tourism village which is developed into one of the tourist destinations in bogor regency. the development of tourism villages cannot be separated from economic factors, namely by increasing the number of tourism villages, the welfare of the people in bogor regency will increase. based on the background of the problem above, the formulation of the problem is how is the management model of tegal waru tourism village based on creative and innovative communities in ciampea bogor regency. while the purpose of this study is to see how the management of creative and innovative community-based tourism villages (or creanova). research methods the approach method uses qualitative methods as well as direct field research on the object of research that is related to the problem under study with the method of data collection through in-depth interviews. research is carried out by interviewing the regional tourism office and the tourism awareness group that oversees the tourism village carried out with focus group discussion (fgd) and also observation. the selection of informants is based on the criteria that the person concerned understands the business process being carried out and is a stakeholder in the tegal waru tourism village. this research is located in bogor regency, west java province. the research object is a model of a tourism village in bogor regency.the type of data used is qualitative data. this type of data is taken from primary data sources which are obtained directly from the survey results. qualitative data is data in the form of transcripts of interviews, comments from tourists, statements or categories that contain quality and are not numeric (sudjana, 1996) which cannot be calculated using statistical or mathematical tools. the instrument used in this study, a closed list of questions in the form of interviews. in developing a tourism village, community involvement is an absolute prerequisite. however, when it comes to involving the community so that they want to participate in the process of developing a tourism village, it cannot just happen. because every society has its own characteristics. every community has the potential for conflict and factions. the biggest obstacle usually lies in the issue of capacity and community understanding of the tourism village. involving the community is the main prerequisite so the process of providing understanding and capacity building often takes a long time. results and discussions bogor regency has several exotic tourist attractions, one of which is in tegal waru village, ciampea district, bogor regency. the business model of those who are often marginalized can also be a source of income. 111 tegal waru village, which is located at the foot of mount salak bogor, where the air is still very clean, free of pollution, makes us feel at home to stay there for a few days. in this tegal waru business tourism village (kwbt), there are several business centers that we can visit and can learn to know what business concepts and creative ideas are made by the village community. tegal waru tourism village is a village that has succeeded in managing its natural and human resources so that it becomes a source of competitive advantage through the formation of a business tourism village which is still rare in indonesia. a unique business model, which offers entrepreneurship education with a value proposition to educate everyone to become an entrepreneur by relying on their core competences and resources with a philosophy to benefit many people. the communities around the village of tegal waru bogor are given entrepreneurship education by directly practicing certain businesses using various mutually agreed methods. in the process and results of the social entrepreneurship practice of kwbt social entrepreneurs there have been 3 (three) types of empowerment, namely 1) economic empowerment; 2) educational empowerment; 3) social empowerment. by empowering the community in tegal waru village by the kuntum indonesia foundation, the community can carry out their social roles well. the use of resources owned by a region can be a source of competitive advantage when managed properly, considering that each region has a different context. tegal waru village is a tourism village management activity, with a model of utilizing existing resources and can be a source of excellence and managing it differently from other places. the concept of tegal waru village is to improve small and medium enterprises (ukm) in the context of empowering the surrounding community. this village was founded in 2010 and has been able to improve the village's umkm business. a very simple and creative concept to build a tourism village area without having to think complicated to find investors, only with togetherness and enthusiasm to move forward, tegal waru villagers are able to make their village a business tourism village. currently the village is described as a tourism village by mentioning the tegal waru tourism village. tegal waru tourism village currently has various businesses as in below table. table 1. types of business in tegal waru tourism village no business name information 1 processed medicinal plants/ herbs 2 ranch 3 ice cream making 4 craft bags 5 cake 6 bronis cake 7 craft industry 8. accessories 9 patin fish, catfish seeds, freshwater fish 10 coconut jam 11 nata de coco processing merk wong coco 12 paper recycling crafts 13 machete industry, hoe, booth 14 rabbit cattle 15 goat/ sheep, cow 16 yogurt production 17 various chips 18 puppet show 19 drum 20 flour trinkets 21 hijab industry 22 jacket craft 23 donut 112 24 crackers 25 oyster mushroom 26 california papaya, 27 crystal guava and others source: processed data (2020) according to the pioneers, the establishment of this village, namely tatik, mentions that there is a uniqueness of the village of tegal waru, since its establishment nine years ago, it has been visited by more than 500 thousand tourist visitors, to see the uniqueness of this tourism village so that visitors are inspired after visiting this tourism village. the partnership that has been established by the tegal waru tourism village is with 15 types of msmes from 35 ukm products. it turns out that the uniqueness of this village looks different from other villages in bogor district, namely, from various types of businesses, there are all here and including to learn the theory of the marketing business. in addition to various businesses in tegal waru village, there are also residents who focus on providing training for residents and visitors who come and want to learn about processing medicinal plants, cakes and so on, and not only that, they are often invited to various regions to provide this training. as explained by the pioneers of business activities in the village of tegal waru, in addition to partnerships, the pioneers of this tourism village also provided capital assistance to business actors and assisted in their marketing which was carried out both traditionally and online marketing of products produced through online services has been to several countries such as for herbs sent to malaysia, hong kong, and saudi arabia. not only for foreign consumption, but domestic products have also entered all regions with the cheapest price of 10,000-200,000 from various types of herbs. with the condition of msmes where their management is still conventional, in order to improve the quality and quantity of products that are competitive, tegal waru msmes from time to time need to be branding through trademark registration, association creation and e-commerce optimization. from the product which is quite good to the turnover value. in the bag business, for example, they get a net profit of up to 20 million rupiah per week. as well as the nata de coco business, crackers, animal husbandry, etc. so far, there are several products that are routinely marketed in sub-districts such as crackers and other foods. some go through an agent to pasar senen like a bag. there are also traders such as catfish seeds. then through the online shop and various media and tv. for this media, it does not incur any advertising costs at all but through diligently writing and inviting journalists to raise the business profile of the tegal waru village and with this media the upstream and downstream chains can be directly connected. every event, inviting journalists to cover and to survey and hold visiting students and their retired guardians. there is also an association of paud (kindergarten) teachers, polda (regional police) throughout indonesia, and even schools outside west java. the visitor response was satisfied with all the training provided and inspired to do a home industry-based business. over time, smes with new products continue to grow. the turnover of tegal waru's umkm reaches 2 billion rupiah, there is a profit sharing, as the manager gets the benefits of the event, and the smes get a fee (ticket) from every visitor, while the transaction results from the sale of the product are fully owned by the ukm. every purchase from visitors who come, at least each ukm can get sales of at least 700 thousand rupiah and even up to 2 million rupiah. all women caretakers and the mission of this foundation is to advance rural women and provide creativity training for them to have skills and be economically independent in their families. this means that without having to work outside the home, they have been able to provide additional income for their families. several sme centers that become partners are believed to be the best herbal centers in bogor regency and have participated in several provincial competitions. table 2. ukm that have been covered by media or tv no name tv activities 1 antv great women 113 2 mnctv morning coverage, afternoon inspirations, among us 3 trans 7 unyil's laptop 4 metro tv dan net tv knitting asa source: processed data (2020) in addition to the development of smes, there are also tour packages offered, including entrepreneurial training, charity creativity, outbound on the road, consumption packages, gift packages, shopping centers. facilities that do not yet exist in tegal waru are, among others, as in the following table table 3. the planned facilities were built no amenities allocation 1 permanent training center procurement of training 2 pesantrenpreneur bmi ex hong kong 3 building a sharia financial institution to be a pioneer 4 community based business incubator which is used as an example for other regions 5 continue to campaign for the role of female social entrepreneurs around the world. 6 want to build a new sme plasma in tegal waru 7 make the kwbt cluster as the core plasma (welcome area) 8 socializing to many parties about tegal waru’s ukm 9 producing these ukm owners who are knowledgeable and able to transfer their experiences to many people source: processed data (2020) conclusion the results of the study are. tegal waru tourism village is a rural tourism area that is no less interesting and offers cultural potential. has various agricultural production businesses as well as entrepreneurship the model applied in the tegal waru tourism village is a village model that manages its natural and human resources so that it becomes a source of competitive advantage through the formation of a business tourism village which is still rare in indonesia. community participation in the development of tourism villages is very high. in addition to various business prospects, there are also tour packages offered including entrepreneurial training, charity creativity, outbound on the road, consumption packages, gift packages, shopping centers, tourist attractions, business tourism 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2580-5592, vol 4, no 2, 2020, pp http://dx.doi.org/10.31940/ijaste.v4i2.1907 150 the impact of promotion on room occupancy rate in mesra business and resort hotel samarinda muhammad fikry aransyah1*, fareis althalets2, tuti wediawati3, andini indria sari4 faculty of social and political sciences, mulawarman university, indonesia 1,2,3,4 fikryaransyah@fisip.unmul.ac.id1*, fareisalthalets@fisip.unmul.ac.id, tutiwediawati@fisip.unmul.ac.id, andiri.indria@gmail.com article history received on june, 23rd 2020 revised on december, 2nd 2020 accepted on december, 28th 2020 abstract purpose: the purpose of this research is to test and analyze the effect of the development of room occupancy rates at the mesra business and resort hotel in samarinda. research methods: the population in this study is the number of guests staying during the unknown study period. the sampling technique was taken based on accidental sampling. primary data obtained by conducting interviews with 70 respondents using a secondary questionnaire data collected by conducting field observation. data were analyzed using a simple linear regression method with the help of spss statistical software. results and discussions: the result showed that the promotion variables consisting of advertising, direct sales, sales promotion, publicity, and word of the mouth simultaneously had a significant effect on room occupancy rates. conclusion: the promotional mix variable has a positive and significant effect on the room occupancy rate variable or the consumer's decision to choose a place to stay at the mesra business and resort hotel. keywords: promotional mix, occupancy rate, business and resort hotel introduction in the business world, especially those engaged in services, services are an essential and decisive element in maintaining or growing a company. service quality is one of the main factors determining the guests, satisfied guests will continue to use services (brand loyalty). service in the hospitality world is an activity that puts forward standards regarding hospitality attitudes that make guests who come to stay comfortable and happy and return when guests get a good and satisfying impression of the services provided by the hotel. moreover, usually, 151 it is not easy to invite guests to come and enjoy the menu at the restaurant. typically, guests prefer tasty and cheaper food. the hospitality industry, both national and international, is experiencing intense competition between them. this situation encourages the company to always be observant and responsive in observing various changes, both internal and external, in order to maintain the company's survival. hotel management must continue to carry out active marketing and promotion because the service industry sector is expected to increase the resilience of the national economy, expand employment and business opportunities, as well as encourage the development of economic activities in various other development sectors. here every company is faced with challenges in facing competition from similar hotel business units in order to increase sales. with such market conditions, companies must be innovative in adjusting themselves in order to survive in the competition. one of the elements of activities that determine the success of a company is promotional activities. promotional activities are not only used by companies to pursue profits but also to introduce more of the company's products and services to consumers. in a company, profit achievement needed to support the survival of the company. mesra business and resort hotel located at jalan pahlawan number 1 samarinda-east kalimantan, which is adjacent to temindung airport, a shopping center (plaza mulia), a sports center (gor segiri) and an office center (samarinda city hall) also close to a gas station located on a hill with beautiful, green natural scenery. from year-to-year mesra hotel continues to improve its facilities and number of rooms, wherein 2008 there were 144 deluxe rooms and 12 suite rooms, bringing the total rooms to 307 offices located on the 2nd to 7th floor. plus, an extensive size swimming pool facility, namely sangkulirang swimming pool, sangkulirang restaurant, miang island pavilion, seven meeting rooms located on the basement floor, vip room, 2 vip restaurants (rinding island and senumpak island), business center, mini market. plus, a particular front office 2 for places and a magnificent facility is the mesra ballroom's pride, with a capacity of 500 to 1,200 people. in 2012 added a new facility, namely mini golf. furthermore, in 2013 added new facilities, namely hot tubs, the progress of mesra international hotels has made it the only hotel in samarinda, which has the most rooms with the complete facilities. its characteristics, which located in a green and natural hilly area, are pride for mesra international hotel. with a wide range of facilities and an extensive area, the mesra hotel international is now not just bearing as hotel accommodation. still, the mesra international hotel is currently the only hotel and resort in samarinda. in conducting the mesra hotel activities, it also carries out policies such as holding approaches to government and private institutions by providing information about the products and services they have. mesra hotel also takes a promotion policy by utilizing existing media, both print and electronic media. from the systems and strategies that have been carried out by mesra hotel, it turns out that the room occupancy rate has increased every year, as has been determined. the room occupancy rate can be seen with the room occupancy table every year to assess the development of room sales volume each year at the mesra hotel can be seen in the table below: table 1. room occupancy rate in the mesra hotel in 2016-2018 no month year 2016 2017 2018 1 jan 3,324 4,116 4,216 2 feb 2,707 3,080 4,080 152 no month year 2016 2017 2018 3 mar 2,962 3,362 4,362 4 apr 3,463 7,175 8,175 5 mei 3,082 7,089 8,089 6 jun 2,277 6,332 7,332 7 jul 1,893 6,175 7,175 8 aug 1,773 5,977 6,977 9 sep 2,825 3,671 4,671 10 oct 2,548 3,394 3,894 11 nov 2,215 3,924 4,924 12 des 2,889 4,530 4,930 source: mesra business and resort hotel, 2019 based on the room occupancy data at mesra hotel in 2016-2018, we can see that the sale of rooms at the mesra hotel has experienced a significant increase in the room occupancy rate each year. this escalation happened because the mesra hotel did a promotional mix to increase the number of rooms in the mesra hotel. mesra business and resort hotel provide excellence in terms of quality; that is, the hotel's atmosphere and the nuances of the house-maintained cleanliness and service. affordable prices also stimulate promotional actions undertaken by mesra business and resort hotels. customers play an essential role in measuring satisfaction with products and services provided by the company. in determining the level of joy, a customer often sees the value of the product and the service performance received from a purchase process for the product/service compared to other companies. the significant value added by a service product to the customer is an answer to the question that arises about why a customer makes his choice. customers look for the most excellent value a service product provides. based on the background description above, the purpose of this study was to determine the effect of promotion on room occupancy rates at the mesra business and resort hotel in samarinda. research methods this type of research in this research is quantitative descriptive research. that is research that aims to explain the state of a variable independently to provide a general picture. the research approach is through the survey; survey research is investigative research conducted to obtain facts from the symptoms that exist and look for information factually to get the truth. the population used in this study were visitors who stayed at the mesra business and resort hotels in samarinda during the study period. primary data obtained by conducting interviews with 70 respondents using a secondary questionnaire data collected by conducting field observation. data were analyzed using a simple linear regression method with the help of spss statistical software. the population in this study is the number of guests staying during the unknown study period. the sampling technique was taken based on convenience considerations, namely, accidental sampling, where one or more individuals were taken as samples because the respondents were in the study period. in this case, the study sample was guests who stayed at the mesra business and resort hotels during the study period. the measurement scale of the variable used in this study is a likert scale (umar, 2008:98), where respondents state answers to various statements on the proposed behaviour, matter, or knowledge. 153 result and discussions according to sistaningrum (2002:98), promotion is an effort in influencing actual consumers so that they want to make a purchase of a product offered, now or in the future. based on the results of the t-test showed that the promotional mix has a positive and significant effect on consumers' decisions to stay at the mesra hotel. this can be seen from the considerable value (0,000) < 0.05 and count value of 13.468 > t-table 1.994. the importance of the contents of the promotional mix in promotional activities to provide excellent performance and operations for the company. this is following the respondents' answers, which stated the promotion provided sufficient information and influenced the decision to stay at the mesra hotel. so, it can be said that the promotion variable has the power to win the market, especially the hotel business in samarinda, namely advertising, personal selling, public relations, sales promotion, direct marketing, and word of mouth. this happened because of the advertisements carried out by mesra business & resort hotels, where statements about promotions easily obtained and about promotions delivered by mesra hotel that were attractive to respondents, and the messages conveyed were easily understood. personal selling or direct communication (face to face) there is an influence on the decision of the respondent's stay where in this case, regarding the services provided by hotel staff is relatively reasonable and hotel managers are friendly in providing information and willing to take the free time to provide information. public relations conducted by mesra business & resort hotels are reasonably good. this seen from his statements regarding hotel guests invited to specific events and related news about helping provide information. the site also includes sufficient information for hotel guests or potential visitors. sales promotion conducted by the mesra hotel shows that the level of promotion in terms of sales promotion, where his statement about the discount given by the mesra hotel affects the decision of the stay and his statement regarding the promos conducted by the mesra hotel change hotel guests to stay. direct marketing influences the respondents' decision to stay overnight so that the occupancy rate of the mesra hotel has increased. this happens because the direct marketing conducted by mesra business and resort hotels regarding promotions via telemarketing affects the decision of hotel guests in choosing mesra hotel and is active in offering the latest hotel promos. word of mouth or word of mouth communication is very influential on the decision of the respondent's stay so that the occupancy rate of the mesra business & resort hotel has increased. this happens because word of mouth occurs where statements about recommendations from other consumers and explanations about other people's opinions about hotel amenities or promos are a reference for prospective hotel guests or make hotel guests interested or interested in staying at mesra hotel. 1. advertising advertising is one of the four essential items used by mesra business and resort hotels to launch persuasive communication with targeted buyers and communities. the results showed that the promotion rate was 47%, where almost half of the room occupancy rates of the mesra business and resort hotels had increased. this happened because of the advertisements carried out by mesra business and resort hotels, where statements about promotions were easily obtained and about promotions delivered by mesra hotel that were attractive to respondents. the messages conveyed were easily understood. mesra business and resort hotels in packaging the form of presentation of their advertisements as attractive as possible with the right price so that the purpose of advertising which primarily is to sell or increase sales carried out, this is related to advertising (advertising) with promotion theory which is a method of communicating information aimed at the target market about excellent goods or services available at the right place at the right price. this supported by a previous study by rahadian and pratomo (2013), where the results obtained prove the positive influence of the promotional mix on increasing sales of rooms at the benua hotel in bandung. 154 2. personal selling direct communication (face-to-face) was conducted by mesra business and resort hotels to prospective customers to introduce a customer candidate product and form a customer understanding of the product to try to buy it. based on the results of research conducted in this case, the promotion rate of 46% in which nearly half in this case regarding the services provided by hotel staff is relatively good, and hotel managers are friendly in providing information and willing to take the free time to provide information. in personal selling of mesra business and resort hotel employees, direct interaction occurs, face to face with prospective customers, communication by both parties is individual and two-way, and so employees can immediately get a response as feedback about the wishes and preferences of potential customers. submission of news or conversation that they do is very flexible because it can adjust to the situation. this relates to hardy's studies (2010: 3), which states that promotion is a method of communicating information aimed at the target market about excellent goods or services available at the right place at the right price. this supported by a previous study by dani rahadian and adithya pratomo in 2013, where the results obtained prove the positive influence of the promotional mix on increasing sales of rooms at the benua hotel in bandung. 3. public relations public relations publicity is part of a broader function, namely public relations, and includes efforts to create and maintain beneficial relationships between the organization and potential visitors. based on the results of research shows that public relations conducted by mesra business and resort hotels are relatively good, this seen from his statement about hotel guests invited to specific events and regarding related news to help provide information, and the site also includes sufficient information for hotel guests or prospective visitors. the relationship between public relations and promotion theory is where public relations perform a method of communicating information aimed at the target market about excellent goods or services available at the right place at the right price. this supported by a previous study by rahadian and pratomo (2013), where the results obtained prove the positive influence of the promotional mix on increasing sales of rooms at the benua hotel in bandung. 4. sales promotion all activities intended to convey or communicate a promotion to the target market to take immediate action. based on the results of the research conducted shows that the level of development in terms of sales promotion where his statement regarding price discounts given by the mesra hotel affects the decision to stay overnight and his statement regarding promos conducted by the mesra hotel change hotel guests to stay. this relates to promotion theory, which is a method of communicating information aimed at the target market about excellent goods or services available in the right place at the right price. hardy (2010:3). this study not comparable with previous studies conducted by zulkarnain (2015) regarding room prices on occupancy rates at the hotel in tenggarong. where the results obtained to state that the price of rooms with occupancy rates do not affect each other or do not indicate a relationship, while the results of the authors were careful that there is a link or connection between the price of a room with the decision to stay a prospective customer. 5. direct marketing mesra business and resort hotel marketing system communicates directly with prospective hotel guests to generate responses or transactions. the reactions caused can be inquiries, purchases, or even support. the results showed that the promotion rate was 50%, where half the occupancy rate of the mesra business and resort hotel had increased. this happens because the direct marketing conducted by mesra business and resort hotels regarding promotions via telemarketing affects the decision of hotel guests in choosing mesra hotel and is active in offering the latest hotel promos. this relates to hardy's (2010:3) theory, which states that promotion is a method of communicating information aimed at target markets about excellent goods or services available in the right place at the right price. this supported 155 by a previous study by rahadian and pratomo (2013), where the results obtained prove the positive influence of the promotional mix on increasing sales of rooms at the benua hotel in bandung. 6. word of mouth word of mouth communication is a communication process that gives recommendations both individually and in groups to a product or service that aims to provide personal information. the results showed that the promotion rate was 46%, where almost half the occupancy rate of the mesra business and resort hotel has increased. this happens because word of mouth occurs where statements about recommendations from other consumers and explanations about other people's opinions about hotel amenities or promos are a reference for prospective hotel guests or make hotel guests interested or interested in staying at mesra hotel. according to swasta and irawan (2003:353), this relates to the theory of promotion objectives, including modification of behaviour in which people who communicate provide information, express ideas or opinions, inform, persuade, and remind. in this case, the promotional mix, word of mouth, can influence a prospective customer's overnight decision. this supported by a previous study by rahadian and pratomo (2013), where the results obtained prove the positive influence of the promotional mix on increasing sales of rooms at the benua hotel in bandung. satisfaction with service the satisfaction of hotel guests in service that is felt very satisfied is evident from the results of research where the statement of hotel guests about mesra hotel fulfils the needs of the excellent stay and becomes a consideration for staying overnight when visiting the city of samarinda. the service provided by mesra business & resort hotel employees is one that attracts customers to return to stay at the hotel, so this can be related to yoeti's theory (2004: 1) that what is meant by service is a product. intangible results from reciprocal activities between the service provider (producer) and the service recipient (customer) through one or more activities to meet customer needs. besides, this is supported by previous research by rahadian & pratomo in 2013 entitled the effect of promotion mix on increasing room sales at hotel benua bandung, where the results obtained prove that there is a positive effect of the promotional mix on increasing room sales at hotel benua bandung. recommend to others the satisfaction felt by hotel guests so that they feel obliged to recommend to their family and friends, so that prospective hotel guests feel that the decision to stay at mesra hotel is the right one and where hotel guests also want to stay back at mesra hotel. this is related to the theory of promotional objectives according to swastha & irawan (2003:353), including behaviour modification where people who communicate provide information, present ideas or opinions, inform, persuade, and remind. in this case, the promotion mix, namely the word of mouth, can influence the decision to stay overnight. this is supported by previous research by rahadian & pratomo in 2013 entitled the effect of promotion mix on increased room sales at hotel benua bandung, where the results obtained prove that the promotion mix has a positive effect on increasing room sales at hotel benua bandung. based on the results of the research and the discussion started, the conclusions of this study are: promotion mix variable has a positive and significant effect on room occupancy rate variables or consumer decisions in choosing a place to stay at mesra business & resort hotel. the importance of the content of the promotional mix in promotional activities to provide good performance and operations for the company. so it can be said that the promotion variable has the power to win the market, especially the hotel business in samarinda, namely advertising, personal selling, public relations, sales promotion, direct marketing and word of mouth. advertising or advertising affects the respondents' decision to stay so that the room occupancy rate of mesra business & resort hotel has increased. this happens because the advertising carried out by mesra business & resort hotel, where statements about promotions that are easy to get and about promotions delivered by mesra hotel is attractive to respondents and the messages conveyed are easy to understand. 156 personal selling or direct communication (face-to-face) influences the respondent's decision to stay where in this case the service provided by hotel staff is reasonably good, and hotel managers are friendly in providing information and willing to take spare time to provide information. public relations or public relations carried out by mesra business & resort hotel is already reasonably good, this can be seen from his statement about hotel guests being invited to specific events and regarding related news helping provide information and the site also provides sufficient information for hotel guests or potential visitors. sales promotion carried out by mesra hotel shows that the level of promotion in terms of sales promotion where his statement regarding the price discount given by mesra hotel affects the decision to stay and his statement regarding the promos carried out by mesra hotel affects hotel guests to stay. direct marketing affects respondents' decision to stay so that the occupancy rate of mesra hotel has increased. this happens because the direct marketing carried out by mesra business & resort hotel regarding promotions via telemarketing affects hotel guests' decisions in choosing mesra hotel and is active in offering the latest hotel promos. word of mouth or word of mouth communication greatly influences the respondent's decision to stay so that the occupancy rate of mesra business & resort hotel has increased. this happens because the word of mouth that occurs in which statements regarding recommendations from other consumers and statements regarding other people's opinions regarding hotel facilities or promos become a reference for potential hotel guests or make hotel guests interested or interested in staying at mesra hotel. conclusion based on the results of the research and discussion presented, the study's conclusions are: the promotional mix variable has a positive and significant effect on the room occupancy rate variable or the consumer's decision to choose a place to stay at the mesra business & resort hotel. the importance of the contents of the promotional mix in promotional activities to provide excellent performance and operations for the company. so, it can be said that the promotion variable has the power to win the market, especially the hotel business in samarinda, namely advertising, personal selling, public relations, sales promotion, direct marketing, and word of mouth. advertising or advertising affects the decision of the respondent's stay so that the room occupancy rate of the mesra business & resort hotel has increased. acknowledgement the authors would like to thank h. rusli as the owner of mesra business dan resort hotel for his comments and the three anonymous reviewers for their insightful suggestions and careful reading of the manuscript. references abdullah, thamrin & tantri, francis. 2012. manajemen pemasaran. jakarta: rajawali press. alma, buchari. 2002. manajemen pemasaran dan 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barat indonesia devi ayuni 1*, minrohayati 2, rulyanti susi wardhani 3 1,2universitas terbuka, indonesia 3universitas bangka belitung, indonesia *corresponding author: devi@ecampus.ut.ac.id abstract: tempilang village as a tourism-based village, such as the inadequate role of the local district government in managing cultural assets, especially in its utilization as a tourism attraction, community involvement in promoting villages and the role of cross sectors in development of cultural and economic potentials in tempilang village. this research aimed at formulating a sustainable cultural tourism development strategy to enhance the cultural potential and economic condition of the surrounding local community. this research used descriptive qualitative analysis, content analysis, ifas efas and swot matrix. the results of the ifas and efas analysis in the swot cartesian diagram indicated that tempilang village is in a favorable position with the dominant strength and opportunity factors and growth strategy as the main focus of the development strategy. based on the results of analysis of internal and external factors using the swot matrix, there were four main strategies for sustainable tourism development to be implemented in tempilang village, including strategies for optimizing the management of cultural tourism, strategies for optimizing the potential of home based enterprises in the village to support tourism activities, utilizing intangible culture in the village as a product of cultural tourism and managing tangible cultural assets in the village through opportunities for cooperation. keywords: culture-based tourism, sustainable, swot history article: submitted 1 january 2021 | revised 28 february 2021 | accepted 10 march 2021 how to cite: ayuni, d., minrohayati, wardhani, r. s. (2021). development of strategy for culture-based tourism village in tempilang village bangka barat indonesia. international journal of applied sciences in tourism and events, 5(1), 70-76. doi: http://dx.doi.org/10.31940/ijaste.v5i1.2102 introduction tourism as a segment of development in indonesia is a very dynamic division in capturing various trends in worldwide development (prakoso, 2015). the visitors are encouraged to visit with the aim of changing those visits from mass tourism to personal or group visits in daily life (lestari, 2016). in addition, the tourism industry is a dynamic sector that quickly responds to various trends in the development of life values, one of which is a tourism village. according to atmoko (2014) and vitasurya (2016) tourism village is a form of integration between beautiful places, accommodation and supporting facilities, presented as a structure of community life, and integrated with the customs and traditions of that time. tourism village tends to be unique and attractive rural areas as tourist destinations (zakaria & suprihardjo, 2014; andayani et al., 2017). the tourism village is expected to be balanced based on the concept of sustainable tourism development. according to mustangin et al (2017) and gao & wu (2017) tourism village is one of the community empowerment programs to maximize the potential of a village in improving the welfare of its community. furthermore, nalayani (2016) states that a tourism village is a form of integration between accommodation attractions and supporting infrastructure presented in a structure of community life that integrates with applicable procedures and traditions. the factors that become tourist areas according to martins (et al., 2017) are; 1) rarity, 2) naturalness, 3) uniqueness and 4) community empowerment that is able to encourage people to participate and be empowered in managing tourist objects in their area. therefore, a tourism village is a tourism industry in the form of activities in actualizing identical international journal of applied sciences in tourism and events 71 tourism trips including a number of activities that are attracting, persuading, encouraging tourists as the consumers to use products from the tourism village or to take a trip to the tourism village. each region carries out various strategies to develop and increase tourism visits, and one of which is culture-based tourism. this type of tourism can provide benefits in the field of socioculture because it can support the preservation of cultural heritage as the identity of local communities who own that culture (sutiarso, 2018; gezici & kerimoglu, 2010). according to liu (2014), cultural tourism is a trip carried out on the basis of a desire to broaden one's view of life by visiting other places or abroad, studying the conditions of the people, their habits and customs, ways of life, culture and arts. such tourism is growing and becomes a new trend because it tends to find something unique and authentic from a culture (kusniyati & pangondian sitanggang, 2016). the concept of cultural tourism in its development strategy requires adequate quantity and quality of human resources and is spread across all tourist objects and attractions (sutiarso, 2018). the number of human resources for tourism, especially outside java and bali, are still considered to be insufficient. the provision of facilities and infrastructure that are badly needed to support tourism such as accommodation, transportation, telecommunications, information, electricity, clean water, and other supporting facilities in several tourist destinations is also still inadequate, especially in eastern indonesia, which greatly affects the level of accessibility to tourist destination area. tempilang village in tempilang sub district, bangka barat district has cultural tourism as the main potential to be developed, including the perang ketupat or ruah tempilang (a traditional event in which participants throw ketupat at each other). based on the potential in tempilang village, it is necessary to develop a culture-based tourism strategy. the researcher adopts some references from the previous researches by atmoko, (2014), kusniyati & pangondian sitanggang (2016) and priyanto (2016), but the difference of this research from the previous research is that this research used swot analysis (strength, weaknesses, opportunities, and threats) and the culture in tempilang village is quite unique, not only the older people but also the younger ones in bangka belitung islands province, especially tempilang village, bangka barat district, like enjoying such a culture. methodology this research approach uses qualitative research. the data used are primary data obtained from designated informants. this primary data is supported by field observations. meanwhile, the secondary data are obtained from the existing research documents, review of related literature and also various other sources. data are collected through field observations, interviews, and discussions with key informants and selected stakeholders to answer the themes of the research. furthermore, it is analyzed using a swot analysis. this swot analysis will provide internal and external factors in the strategy development for a culture-based tourism village in tempilang village, bangka barat, indonesia. according to kadir et al., (2018) and widiastuti (2013), swot analysis is the a systematic identification of various factors to formulate a strategy in hope of solving a problem. this analysis is based on logic that maximizes strengths and opportunities, but collectively it can minimize weaknesses and threats. the results of this swot analysis provide a strategy formula that can solve problems and strategies formed according to the objectives. results and discussions results bangka barat district consists of 6 (six) sub districts, including muntok, simpangteritip, kelapa, jebus, parittiga, and tempilang. the area of land based on the long-term development plan (rpjp) of bangka barat district is approximately 2,979.71 km², or 297,971 ha; and the territorial sea is approximately 1,541.29 km² or 154,129 ha (i.e 4 nautical miles wide from the outer boundary of the coast). meanwhile, based on data from law number 5 year 2003, the area of bangka barat district is about 2,820.61 km² or 282,061 ha. with reference to the digital map of the bangka belitung islands province which was used in the preparation of the area master international journal of applied sciences in tourism and events 72 plan (rtrw) for bangka barat district, the calculation of the area by digitization is 2,855,3346 km² or 285,533.46 ha, and the territorial sea is 2,018.6815 km² or 201,868.15 ha. potential for cultural tourism tempilang village is not only famous for its very cultured perang ketupat but for its wide range of interesting natural and cultural potentials. the perang ketupat tradition is held on the 15th day of sya'ban of the hijri calendar and is held once a year from generation to generation. one week before perang ketupat is held, many series of events are held, namely, ngancak, ngayoet perahe (sweeping the boat away and taber kampung). another potential site is benteng kota site, a site that has been established since 1885. this site is a heritage of prabu kian santang in the fight against pirate. this is not widely known by the people of bangka itself. mutual cooperation the value of mutual cooperation in tempilang village is found in perang ketupat and taber kampung traditions. the embodiment of cultural preservation is reflected in this activity, where all villagers are enthusiastic about this activity. not only the villagers but almost all the people of bangka celebrate it. this is evident from the fact that many people outside the village come to visit people such as eid al-fitri and also take part in perang ketupat activities. one product one village in the opov concept, the people are given an understanding to be able to produce selected goods with high added value. one village is expected to be able to produce a competitive main product and be able to compete at the global level but still have the unique characteristics of the region. tempilang village is a coastal area that produces a lot of shrimp and fish. so this will produce typical village food such as kerupuk udang (prawn crackers), pempek udang (prawn pempek, a food made of finely ground fish meat mixed with starch or sago flour, as well as the composition of several other ingredients such as eggs, mashed garlic, flavorings, and salt), kericu cumi (crackers made of squid) and so on. however, it is necessary to have assistance to carry out the packaging process up to home industri (irt) licensing. then, the tourist attraction in the village is getting better and better. sustainability strategy the strategies arranged in the swot matrix can be classified into four main strategies, namely optimizing the management of cultural tourism in tempilang village, optimizing the potential of a home based enterprise to support tourism activities, managing intangible cultural assets in the village as tourism products, and managing tangible cultural assets in villages through opportunities for cooperation. discussions swot analysis the factors affecting the sustainability of cultural tourism and the main strategy for tourism development in tempilang village.the results of observations, interviews and questionnaires distribution to identify the factors affecting the sustainability of cultural tourism in tempilang village provide several internal factors as strengths and weaknesses, and external factors, as opportunities and threats. analysis of the internal and external environment in this research will be the basis for determining the strengths, weaknesses, opportunities, and threats of cultural tourism in tempilang village. the ifas and efas tables were compiled by assigning weights and ratings to each of the internal and external factors that had been identified in the data collection process. weights are international journal of applied sciences in tourism and events 73 assigned to each factor on a scale ranging from 0.0 (insignificant) to 1.0 (significant). furthermore, the rating value is also added to each factor where the ratings given to the strength and opportunity factors are 4 (very influential) to 1 (not influential), while the rating given to the weakness and threat factors are 1 (very influential) to 4 (not influential). table 1. ifas analysis strengths rating weight score mutual cooperation in the village 3.71 0.12 0.44 local people’s knowledge of cultural values in the village as an asset that needs to be preserved and protected 2.43 0.12 0.29 diverse cultural tourism attraction (intangible dan tangible). 2.71 0.11 0.29 supporting facilities for tourism 2.57 0.10 0.26 community-based environmental conservation activities 2.86 0.09 0.26 innovation and creativity in local product development 3.43 0.09 0.31 weaknesses local people’s understanding of the historical value of the village 3.86 0.16 0.63 assistance in local economic development by local people 3.14 0.15 0.48 the amount of profit from tourism activities in terms of the economy 3.71 0.13 0.49 the condition of the historic building as the main attraction of the village 3.71 0.12 0.46 product quality of home based enterprises 2.14 0.12 0.26 opportunities the level of tourist satisfaction 3.86 0.16 0.63 perceptions/views of tourists on the attractions of the village 3.14 0.15 0.48 cooperation with the private sector in developing tourism in villages 3.71 0.13 0.49 government support for village development 3.71 0.12 0.46 the proximity of the village to the surrounding historical tourism objects 2.14 0.12 0.26 threats maintenance and repair costs of buildings that have historical value 3.86 0.16 0.63 the purchasing power of tourists for local products and culinary 3.14 0.15 0.48 tourist visits 3.71 0.13 0.49 based on the results of the ifas and efas analysis, the strength factor has a total score of 1.86, while the weakness factor has a total score of 0.72. meanwhile, in the analysis of external factors, the score on the opportunity factor is 2.32, and the threat factor is 0.48. the results of this analysis determine the coordinates of cartesian diagram to obtain the proper strategy in developing sustainable cultural tourism in tempilang village. the coordinate (x) has a value of 1.14, while the coordinate (y) is at the value of 1.85, where this value indicates the position of the main strategy, namely the growth strategy. tempilang village can be said to be in a very favorable situation. the strength factor possessed by tempilang village can take advantage of the existing opportunity factors to be an advantage for the development of sustainable cultural tourism. international journal of applied sciences in tourism and events 74 (source: data processed, 2020) figure 1. swot cartesian diagram the strategies arranged in the swot matrix can be classified into four main strategies, namely optimizing the management of cultural tourism in tempilang village, optimizing the potential of a home based enterprise to support tourism activities, managing intangible cultural assets in villages as tourism products, and managing tangible cultural assets in villages through opportunities for cooperation. the following is an explanation of each strategy compiled from the results of the analysis on the swot matrix: 1) the strategy of optimizing the management of cultural tourism in tempilang village, where this strategy consists of several efforts that can be made to optimize the potential of cultural tourism in the village. these efforts include creating an impressive attraction for tourists. the attraction is already attractive but it is necessary to have good packaging to provide tourists satisfaction. the government also needs to arrange a development plan for village tourism, which has the potential to be developed, by involving the role of the community in the formulation process. in addition, tourism management in the village needs to be optimized by utilizing the supporting attractions to arrange historical tourist routes, providing parking lot for visiting tourists, and providing effective information about all attractions in the village. the government must coordinate in a better manner with youth and villagers in the arrangement of activity plans so that the events are packaged even better. 2) the strategy of optimizing the potential for home based enterprises in the village to support tourism activities, the efforts that can be made in this strategy are providing regular training and assistance as well as capital assistance for household business actors, and improving the quality of local products in tempilang village. 3) utilizing intangible culture in the village as a product of cultural tourism, intangible cultural assets in the village such as mutual cooperation and local folklore are interesting and unique attractions in tempilang village and have the potential to become tourism products in the village. as a product, these cultural assets must be enjoyed by visiting tourists. currently, the community only displays perang ketupat as a traditional culture, even though there are many reliable cultures, such as the kedidi dance, ngancak, and ruahan that have a sense of kinship that must be felt by the tourists. the space for making intangible cultural assets in the village as a tourism product is by regularly holding village cultural events. in addition, the intangible culture in the village also needs to be supported by developing the capacity of the community to preserve this culture. one of the aspects of sustainability in the village is the need for awareness and an active role of the community to maintain, protect and preserve the existing cultural assets. managing tangible cultural assets in the village through opportunities for cooperation, one of the challenges faced by tempilang village is the limited role of the government in managing international journal of applied sciences in tourism and events 75 historical buildings in the village. this is because the historical building has not become a cultural heritage building and is not a government asset. therefore, in order to maintain and repair these historic buildings, the community needs a source of funds that are obtained independently through revenue from tourism activities and opportunities for cooperation from the private sector. conclusions there are quite a lot of potentials for cultural tourism village in tempilang village which have been identified. several problems have arisen related to the management of tourism villages such as the inadequate quality of human resources, inadequate support for supporting facilities and infrastructure, and constraints in promotion. these problems can be solved by the cooperation with various parties, not only the role of the government, universities and nongovernmental organizations but also more importantly the active participation of the villagers of cultural tourism village. references andayani, a. a. i., martono, e., & muhamad, m. 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(2014). konsep pengembangan kawasan desa wisata di desa bandungan kecamatan pakong kabupaten pamekasan. teknik pomits, 3(2), 1-5. https://doi.org/2337-3520 international journal of applied sciences in tourism and events issn: 2580-5592, vol 4, no 2, 2020, pp http://dx.doi.org/10.31940/ijaste.v4i2.2042 158 utilization of remote sensing technology and geographic information systems for tourism development riki ridwana¹, shafira himayah² geography information science study program, department of geography education, faculty of social science education, universitas pendidikan indonesia, indonesia¹'² *rikiridwana@upi.edu¹, shafirahimayah@upi.edu² article history received on august, 19th 2020 revised on december, 2nd 2020 accepted on december, 26th 2020 abstract purpose: this article is to analyze one of the most effective and efficient ways in utilizing remote sensing technology and geographic information systems (gis) for tourism development. research methods: this article was created to archive and review some of the findings of the use of remote sensing technology and gis for tourism management and development, using the literature review method. results and discussions: the use of remote sensing technology and gis for tourism development and management has been widely used by various academics and researchers in various countries in the world including in indonesia. this is acceptable because it is considered effective and efficient, the suitability of tourism development studies, for the study of tourism multimedia development, identification of the most desirable tourist areas, and for the evaluation of ecotourism areas. conclusion: following up on the findings and explanations above, further research can take advantage of remote sensing technology and geographic information systems in tourism development and management. keywords: remote sensing, geographic information systems, tourism development introduction tourism in its development has become the largest industry in generating foreign exchange in various countries (ridwana et al., 2018). in indonesia based on law number 10 of 2009 tourism is an integral part of national development that is carried out systematically, planned, integrated, sustainable, and responsibly while providing protection for religious values, culture that lives in the community, sustainability and quality the environment, and national interests (sulaiman et al., 2017). the success of tourism in any country depends on the country's ability to develop, manage and market the tourism facilities and activities of its (bualhamam, 2009). mailto:*rikiridwana@upi.edu mailto:shafirahimayah@upi.edu 159 tourism development and management can be done in various ways. one of the most effective and efficient ways is to utilize remote sensing technology and geographic information systems. the development of this technology can provide convenience for the acquisition of data that is actual, with fast and efficient than with terrestrial surveys. that is because the development of remote sensing technology allows the collection of geographical data through images (hamuna et al., 2018). current image data can be obtained freely through various unpaid providers such as on the nasa website (boori & komal choudhary, 2015). various image processing techniques are applied to obtain better results (ridwana dkk., 2019). the difference in approach to obtaining information from remote sensing images is termed hybrid interpretation, a combination of visual interpretation techniques (based on spatial characteristics of objects) and digital processing according to the spectral characteristics of objects (himayah dkk., 2020). by definition remote sensing is the science, technology, arts to obtain information about the object, the region, and the symptoms that exist on the surface of the earth by analyzing the image obtained by the sensor and a electromagnetics wave without direct contact with object being studied (yanti et al., 2020). more details can be seen in figure 1 below. figure 1. remote sensing system (source: sutanto, 1994) geographic information system in the present has been widely recognized as a tool that is very useful for managing, analyzing, and displaying large amounts of diverse data related to a lot of the planning and management of both scale workshops l and regionally. its use in environmental management is greatly increasing. tourism itself is an activity that is highly dependent on environmental resources. so that if the tourism activity ignores planning and management it will likely erode its environmental base. therefore, the strength of the planning of tourism can be enhanced with the application of geographic information system for the achievement of the development of sustainable tourism (pareta, 2013). the presence of remote sensing technology and geographic information systems provides enlightenment for the ease of planning and managing tourism. information about objects located at a location on the surface of the earth is taken using satellite or aerospace sensors. then according to the targeted objectives, information on the object is processed, interpreted, dian a lysis, and presented in the form of spatial information and thematic maps related to tourism using geographic information system (shalihati, 2014). various countries in the world, including in indonesia, the use of remote sensing technology and geographic information systems for tourism management has been done by many university academics and researchers working in the field of geospatial information and tourism development. based on that, it is very necessary to archive the findings of the studies that have been carried out, with expectations so that later it is easy to apply them. this https://www.google.co.id/url?sa=i&url=https://www.researchgate.net/figure/components-of-remote-sensing-a-energy-source-or-illumination_fig1_322095499&psig=aovvaw1xki5lbn_f9dmc9lgvh8wm&ust=1597887499779000&source=images&cd=vfe&ved=0caiqjrxqfwotcpcw7parpuscfqaaaaadaaaaabad 160 scientific article was created to archive and review some of the findings of the use of remote sensing technology and geographic information systems for tourism management. research methods this scientific paper was made using the method of tuning literature. literature review is a translation in the form of descriptions in the form of critical studies in the discussion of themes that have been written by experts in certain fields (shalihati, 2014). the theme of the study chosen in this scientific article is the study of remote sensing technology and geographic information systems that have been effectively utilized for tourism management. the data was obtained from various scientific journals, proceedings, and literature books. result and discussions remote sensing and geographic information systems for suitability of tourism development the criteria for determining the location most suitable for tourism development derived from pengharkatan and estab weight of an every parameter consisting of topography, soils, geology, hydrology, environment, land use, land cover, and infrastructure. suitability of tourism development is analyzed through the model builder developed in arcgis application that can be seen in figure 2. figure 2. model builder conformity tourism development area (source: pareta, 2013) each parameter produces a thematic map which is then overlapped and analyzed produces a map of land suitability for tourism. the final suitability map can be seen in figure 3, where the map is displayed in gradations of red to green. areas indicated by green symbols represent the most suitable locations for tourism development. whereas the area designated with the red symbol is the location with the lowest suitability level. the most suitable area is an area that has an aggregate score close to 10. in addition to seeing the area of the area suitable for tourism development can be seen in table 1. 161 figure 3. land suitability map for tourism development in hoi an, vietnam (source: pareta, 2013) table 1. table of area of conformity of tourism development land the same thing has also been studied in central java to determine the potential location of astronomical tourism in the province of central java, indonesia. the distribution of potential locations for the development of astronomical tourism is shown in figure 4. the yellow area indicates the potential area and is recommended for the development of astronomical tourism. the red area is a potential area for astronomical tourism but is not included in the recommendations. this is because the accessibility to the location is not within < 3 km of the collector or artery road. both potential and potential areas and recommended are widely available and clustered in the southeast and northeastern areas of the study area. in the northeastern part, most areas are covered in blora, grobogan, rembang, and pati districts. in the southeast, many of these potential areas are on the southern coast of gunungkidul district and part of the karanganyar wonogiri district. some other potential areas have a narrower size and have a non-grouped distribution pattern. 162 figure 4. distribution of astronomical tourism maps (source: afrizal dkk., 2016) there is a significant difference between potential locations and non-potential locations. the difference is seen from the appearance of the night sky where the potential location of astronomical objects is easy to observe. dark environmental conditions so that light pollution is very minimal. the condition of the night sky at the site has no potential for environmental conditions with high artificial lighting/electricity so that the night sky does not look dark which results in unclear astronomical appearance (afrizal dkk., 2016). remote sensing and geographic information systems for tourism multimedia development existing competition in the tourism industry requires new and innovative strategies to present the tourism area. to reach the intended tourist target group, it is very important to prepare information in the geo-multimedia information system and to display it in different digital media. the implementation of geo-multimedia information systems in the tourism area requires close cooperation with various parties within the framework of the concept of work created over the years. the basic elements to complete the system in the development of this project can be seen in figure 4 below. the development of related thematic and geographical data is integrated in a database of interactive multimedia information systems and can be obtained through online and offline with a variety of tourism information in digital media. the system will be integrated with satellite imagery, gps (global positioning system) data, geographic information systems, terrestrial data, and also integrated with tourism information offered through multimedia, 2-dimensional data, 3-dimensional visualization technology, and interactive navigation. tourism information that is developed based on location and provides tourism area information that can be accessed via the internet, on cd-roms, and also mobile devices, can increase tourist interest. 163 figure 4. tourism geo-multimedia application (source: almer & stelzl, 2002) in general, the display of results from geographic data processing and thematic tourism data can be seen in figure 5 below. display that can be obtained through the internet and cdrom is a multimedia tourist guide in the dachstein tauern region. to display 3-dimensional visualization, virtual panoramas, and digital photographs use remote sensing satellite imagery. the digital travel guide contains the latest information on infrastructure, geographical position, sports and events, as well as complete information related to accommodation that is equipped with photos of the building. figure 5. display 3 dimensions of tourism infrastructure (source: almer & stelzl, 2002) 164 multimedia visualization for travel information, images, sound, text, and video elements have been integrated in pdas that have been recorded through mobile devices. furthermore, cartographic illustrations regarding tourist locations and surroundings are also available, can be seen in figure 6 below. users can move on the map to see different areas. the location point that is clicked on the map demonstrates the available multimedia information, including descriptions in the form of text, audio and a short video. figure 6. travel information in the ipaq application (source: almer & stelzl, 2002) remote sensing and geographic information systems for the identification of tourist areas of interest twitter provides voluntary geographical information that can be accessed geographically and can be accessed freely. this study shows that tweets have great potential to map tourist areas even in remote areas and areas that lack data. osm (open street map) data is freely available and night light data from remote sensing helps in enriching the process of finding taoi (tourism areas of interest). in this study, geo-tagged tweets are collected and cleaned, and then apply grouping to get the spatial distribution of social media clusters. furthermore, tourism-related clusters are distinguished from normal clusters by exploring different twitter metadata along with osm and ntl (nighttime light) data. the final list of selected taoi is not only popular among travelers, but also ensures the availability of important related tourism infrastructure in the vicinity. the proposed framework was examined in two different district districts in nepal with satisfactory results. this framework not only identifies popular taoi but also helps in finding key tourist locations in the neighborhood. figure 7 shows lakeside, part of the city of pokhara, which is the most popular tourist area in the kaski district. 165 figure 7. lakeside areas as important taoi in kaski with main locations (source: devkota et al., 2019) the proposed analytical framework will enhance current tourism studies in several directions. first, by finding interesting tourist areas in remote areas that lack data by conducting fusion of free social media data and other free data sources such as osm and ntl. second, by devising a method for estimating the value of clustering parameters that can be applied in a variety of scarce data areas. third, by ensuring the availability of minimum essential facilities recommended by tourist sites. in addition, useful guidelines are determined to identify unclear alternatives from the main tourist sites. most importantly, the approach outlined in this paper presents a methodological novel that was not previously used in tourist studies. for example, figure 8 shows the newly emerging tourist relations in the kaski district. the spots that lie along the shores of lake phewa, were once non-tourist. the proposed framework was successful in finding newly formed tourist sites, although most of the data used was relatively long. therefore, an in-depth investigation of the positive results generated by this system can provide more insight. for example, the presence of foreign tweets in nontourist areas might signify tourist attractions that appear. 166 figure 8. new taoi that appears in kaski (source: devkota et al., 2019) the proposed approach examines taoi findings from social media groups that are located mainly in areas that are built (or well-lit areas). some taoi with little media attention or located in areas that are not built (or not lit) can be discarded. a simple way to include these areas in the final selection is to decrease the threshold value. remote sensing and geographic information systems for ecotourism evaluation ecotourism is currently the fastest growing segment in the world in terms of tourism. people want to enjoy the world but they must try to do it in a way that does not negatively affect the environment. as such, many conservative programs are followed by countries that mainly receive tourism benefits. let's say turkey, the ministry of culture and tourism determine that the black sea is an area that will be developed primarily on biodiversity and ecotourism targeted in 2023. this article aims to determine the most suitable es in the black sea region of turkey. thus, a four-step scientific solution approach was developed to determine es. first, 14 indicators are determined for site selection (figure 9), then these indicators are entered into gis. then the criteria are prioritized by ahp and finally, potential sites are ranked using promethee. when we look at the site selection indicators, it appears that the factor that has the highest priority is "vegetation diversity" and the lowest priority is "temperature". this means that tourists can visit ecotourism sites regardless of temperature and weather, but they are very interested in the diversity of vegetation which means that they wish to see various types of plants. on the other hand, while "land use" has the highest importance, the lowest level is the "climate" dimension. one limitation of research; the level of importance is determined by local tourism experts and they are determined primarily for this field. but any research can be done with the same technique. as a result of this study, west of sinop, east of artvin was determined as a very suitable location for ecotourism among 27 alternatives (figure 10). on the other hand, the central regions of trabzon and rize are determined as inappropriate locations. both sinop and artvin are small cities that have waterfalls, natural parks, wildlife ecology, and rural tourism. although this area has more than enough resources for ecotourism, there are factors that hinder its progress, namely ineffective publication or lack of investment. another important issue is the carrying capacity of the economy or ecology for tourism locations. thus, monitoring tourist behavior, marketing strategies and management objectives seems to be a suitable area for planning to become an eco tourism city. the results of this paper can be useful for ecotourism planning because the government invests heavily in tourism even though they have scarce resources. further research can be conducted to 167 determine the optimal location for various types of tourism such as "religious tourism, hunting tourism, golf tourism, and others”. figure 9. evaluation of ecotourism sites (source: çetinkaya et al., 2018) 168 figure 10. conformity map of ecotourism areas (source: çetinkaya et al., 2018) conclusion the use of remote sensing technology and geographic information systems for tourism development and management has been widely used by various academics and researchers in various countries in the world including in indonesia. this is acceptable because it is considered effective and efficient. as is the case for the suitability of tourism development studies, for the study of tourism multimedia development, for identification of the most desirable tourist areas, and for the evaluation of ecotourism areas. following up on the findings and explanations above, further research can take advantage of remote sensing technology and geographic information systems in tourism development and management. starting from obtaining tourism data, processing, and analyzing data to produce geospatial information. references afrizal, m. d., prasetya, r., yusuf, f. r., nurbandi, w., & kamal, m. 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(2018). evaluation of ecotourism sites a gis-based multi criteria decision analysis. emerald publishing limited, 47(8), 1664– 1686. https://doi.org/10.1108/k-10-2017-0392 devkota, b., miyazaki, h., witayangkurn, a., & kim, s. m. (2019). using volunteered geographic information and nighttime light remote sensing data to identify tourism areas of interest. sustainability, 1–29. https://doi.org/10.3390/su11174718 hamuna, b., sari, a. n., & megawati, r. (2018). kondisi hutan mangrove di kawasan taman wisata alam teluk youtefa, kota jayapura. majalah ilmiah biologi biosfera: a scientific journal, 35(2), 75–83. himayah, s., ridwana, r., & ismail, a. (2020). land surface temperature analysis based on land cover variations using satellite imagery. iop conference series: earth and environmental science, 500, 012019. https://doi.org/10.1088/17551315/500/1/012019 pareta, k. (2013). remote sensing and gis based site suitability analysis for tourism development. international journal of advanced research in engineering and applied sciences, 2(5), 43–58. ridwana, r., danoedoro, p., herumurti, s., himayah, s., ihsan, m., arrasyid, r., & urfan, f. (2019). linear spectral mixture analysis land cover for assessment level subpixel: a case study of tasikmalaya city area based on landsat imagery. iop conference series: earth and environmental science, 286, 012042. https://doi.org/10.1088/17551315/286/1/012042 ridwana, r., maryani, e., & nandi. (2018). pengembangan kawasan situ gede sebagai objek wisata andalan kota tasikmalaya. jurnal geografi gea, 18(2), 135–146. https://doi.org/10.17509/gea.v18i2.11735 shalihati, s. f. (2014). pemanfaatan penginderaan jauh dan sistem informasi geografi dalam pembangunan sektor kelautan serta pengembangan sistem pertahanan negara maritim. geoedukasi, iii(2), 115–126. sulaiman, a., irwan, i., & pabiban, d. (2017). kajian obyek wisata kota kupang berdasarkan data penginderaan jauh dan sistem informasi geografis. jurnal eltek, 11(2), 128–140. sutanto. (1994). penginderaan jauh jilid i. gadjah mada university press. yanti, d., megantara, i., akbar, m., meiwanda, s., izzul, s., sugandi, d., & ridwana, r. (2020). analisis kerapatan vegetasi di kecamatan pangandaran melalui citra landsat 8. jurnal geografi, edukasi dan lingkungan (jgel), 4(1), 32–38. https://doi.org/10.29405/jgel.v4i1.4229 https://doi.org/10.1088/1755-1315/286/1/012042 https://doi.org/10.1088/1755-1315/286/1/012042 ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 22 efficiency in the purchase of food and beverages in operation of star hotels in bali 1i putu astawa 2i putu mertha astawa 3ni putu wiwiek ary susyarini 1,3tourism business management, politeknik negeri bali, 80361 bali indonesia email: putuastawa1@pnb.ac.id 2managerial accounting, politeknik negeri bali, 80361 bali, indonesia email: merthabali@pnb.ac.id abstract the research aims to calculate efficiency in the purchase of food and beverages in star hotels in bali. ten five stars hotels receiving award as the best hotel from trivadvesor in 2016 are chosen as research sample. data are collected through questionnaire given to purchasing department. data are analyzed using descriptive statistical analysis and economical order quantity (eoq) analysis. research result indicates that the system and process for the purchase of food & beverage in stars hotels in bali covered contract system for purchasing of perishable foods such as vegetables; daily or monthly system to give freedom to hotels to buy required goods; standing order was used to order certain types of foods supplied by certain supplier; and cash purchase was used to buy food or beverages in small amount. the purchasing process in the hotel uses contract system and the level of efficiency could be improved using eoq in purchasing. the purchasing of budgeted food and beverages will facilitate the purchase operation; however, it will be better if it includes the existing economic approach calculation in order to increase hotel’s performance. the use of eoq method could reduce storage cost at the hotels. in the future, hotels should put more attention on such cost as storage cost and cost of order. keywords: efficiency, purchasing, food and beverages, star hotels. introduction efficiency is one of the performance measures to be achieved by a company since it is related to the cost incurred. in globalization era, all companies want to be able to greatly reduce cost yet higher value of benefit. efficiency has measure of success rated based on the amount of source or cost to achieve goals from activities conducted. several things can be done by a company to have cost efficiency, namely: performing production cost efficiency and determining standard cost. through production cost efficiency, cost incurred by the company for production process should be thoroughly planned and well controlled. efficiency as an ability of a business unit to achieve goals and is always related to organization goals to be achieved by a company (maulana, 1997). a mailto:putuastawa1@pnb.ac.id mailto:merthabali@pnb.ac.id ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 23 department related to cost efficiency in a hotel is purchasing department. the department is responsible for gaining information on goods, determining supplier for procurement of goods and issuing purchasing orders to selected supplier. purchasing system is a transaction activity conducted by a company to fulfill the need for product or raw material from a supplier (galloway et al, 2000). galloway et al (2000) stated that “the role of purchasing function is to make materials and parts of the right quality, and quantity available for use by operations at the right time and at the right place.” purchasing is a department handling purchasing. the department is one of features of a company especially those companies in accommodation sector. result of survey in ten best hotels according to tripadvesor in the first semester of 2016 is presented in table 1. table 1. the average value of the purchase of foods and beverages five star hotels period of january – june 2016 no month average purchase of food (rp) average purchase of beverage (rp) 1 2 3 4 5 6 january february march april may june 315,941,806.00 334,757,397.00 499,225,006.00 589,721,789.64 478,691,070.31 563,705,244.81 67,386,462.00 102,243,427.00 216,269,161.00 143,529,247.00 152,904,078.00 176,192,637.00 source: processed data, 2016. based on table 1 it can be explained that the amount of purchase conducted in one semester of 2016 for food and beverages was fluctuated. in april the purchase was very high for food and in june for beverages. the condition indicates that the purchase of food and beverages was differed. it means that the increase in the purchase of food did not accompany by the increase in the purchase of beverages. it is an interesting condition since food and beverages usually go along in the application in a restaurant of a hotel; therefore, it is necessary to observe whether the hotels have efficiency in purchasing cost. level of efficiency is also needed to determine the hotels strategy (farooq, 2014; alison et al, 2004; abel and alfred, 2010). to give solution for issues in the ten sample hotels in this study, an appropriate data and analysis are needed. for this study, data were collected through ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 24 questionnaires distributed to purchasing department as well as interview on unclear system and expenses. based on initial data presented above, several problems are described as follow: (a) how is the food and beverages’ purchasing system in star hotels in bali? (b) how is the achievement of efficiency level by star hotels in bali? based on these problems, solutions were expected on system to be implemented and efficiency level achieved during the first semester of the purchase of food and beverages in 2016. theoretical study the purchase of goods by a company is based on financial ability of the company as well as the readiness of existing facilities such as adequate and qualified warehouse (suarsana, 2007). according to suarsana (2007), there are various purchasing systems generally applied by purchasing department in a hotel. the first system is contract system. it is a system to purchase groceries, especially certain perishable foods such as vegetables and fruits as well as seasonal foods, using a contract agreement. the contract is conducted with one or more partners and it stresses the quality, quantity and price of the goods. prior to the issuance of the contract, purchasing department conducts selection with authorization of related superior and agreement has been achieved by both sides, hotel and its partner. the period of contract is varied for perishable food; it can be three or six months. terms of payment, however, is monthly (one month credit). if at any point, market price is increased and one of the suppliers is unable to fulfill the hotel’s order for several days or week, hotel will look for a substitute for the supplier that is considered as resign and inconsistent. the second system is daily and monthly system. in daily and monthly system, a company or hotel has freedom and discretion to purchase goods from various suppliers or supermarkets. through this system, a hotel will need no analysis on the performance of various suppliers to be selected. they just go to any nearest supermarkets, shops or traditional markets that give the lowest price and pay in cash or credit. the procedure, however, is the same, which is by looking for information on which shops or supermarkets or markets that has good quality yet cheapest price. nevertheless, the system has some limitations or risks, such as when there is a sudden and high fluctuation in price increase, often times supplier or the shop intentionally do not meet the hotel’s order to avoid loss. ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 25 cash purchase of goods (cash and carry) is the third purchasing system. in this system, purchasing department in a hotel prepare a small amount of cash known as petty cash. petty cash is used to buy goods for hotel operation, especially sudden request of groceries from the kitchen that hard to fulfill by the supplier partner. the system is used to buy food and beverages in small amount. it is conducted when warehouse or kitchen is running out groceries for their immediate need. cash purchase is also conducted in supermarket or shop near the hotel because the goods are going to be used immediately. standing order is the third system. the system is one of purchasing system used to order certain type of foods supplied by certain supplier (abel and alfred, 2010). the type of food purchased using this system is dairy product such as fresh milk, pastry product, yoghurt, ice cream as well as eggs and so on. standing order is prevailed any time as long as no written or official notice issued regarding the change in the order from the hotel. the change, in this case, is conducted by executive chef since he/she is the one who understand on what type of foods that will use standing order system. according to susantun (2000) efficiency is a ratio of input to output related to the achievement of maximum output with a number of input. if the output ratio is high, the efficiency is high. economical order quantity is one of ways to calculate efficiency level (ria, 2012; abel dan alfred, 2010). research methods the research was conducted in ten best star hotels according to trivadvesor in 2016. data were collected through a questionnaire consisted of variables of monthly average expense of purchasing, fixed cost and variable cost in period of january 2016 to june 2016. in addition, interview was conducted to gain information uncovered in questionnaire response. data collected were analyzed using descriptive statistical analysis and eoq analysis. research respondents were purchasing managers. result and discussion food and beverages purchasing system every hotel has different purchasing system or process based on their financial ability as well as readiness of existing facilities such as adequate and qualified ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 26 warehouse. due to the large amount of foods and beverages needed in their operation, hotel needs appropriate purchasing system and process for goods procurement. therefore, hotels used four purchasing systems to support their food and beverages’ needs, as follow: 1. contract system contract system is used to purchase certain types of food especially perishable foods such as vegetables and fruits as well as seasonal foods. the contract is conducted with one or more partners and it stresses the quality, quantity and price of the goods. prior to the issuance of the contract, purchasing department conducts selection with authorization from related superior and agreement has been achieved by both sides, hotel and its partner. the period of contract is varied for perishable food; it can be three or six months. terms of payment, however, is monthly (one month credit). if at any point, market price is increased and one of the suppliers is unable to fulfill the hotel’s order for several days or week, hotel will look for the substitute of the partner that is considered as resign and inconsistent. 2. daily and monthly system in daily and monthly system, a company or hotel has freedom and discretion to purchase goods from various suppliers or supermarkets. through this system, a hotel will need no analysis on the performance of various suppliers to be selected. they just go to any nearest supermarkets, shops or traditional markets that give the lowest price and pay in cash or credit. the procedure, however, is the same, which is by looking for information on which shops or supermarkets or markets that has good quality yet cheapest price. nevertheless, the system has some limitations or risks, such as when there is a sudden and high fluctuation in price increase, often times supplier or the shop intentionally do not meet the hotel’s order to avoid loss. 3. cash and carry in this system, purchasing department in a hotel prepare a small amount of cash known as petty cash. petty cash is used to buy goods for hotel operation, especially sudden request of groceries from the kitchen that hard to fulfill by the supplier partner. the system is used to buy foods and beverages in small amount. it is conducted when warehouse or kitchen is running out groceries for their immediate ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 27 need. cash purchase is also conducted in supermarkets or shops near the hotel because the goods are going to be used or processed immediately. 4. standing order standing order is one of purchasing system used to order certain type of foods supplied by certain supplier (abel and alfred, 2010). the type of food is dairy product such as fresh milk, pastry product, yoghurt, ice cream as well as eggs and so on. standing order is prevailed any time as long as no written or official notice issued regarding the change in the order from the hotel. the change, in this case, is conducted by executive chef since he/she is the one who understand on what type of foods that will use standing order system. efficiency of purchase of food & beverage in hotel 1. cost of order cost of order is cost incurred for goods procurement from order until the goods are arrived. regarding cost of order, hotel had detail calculation. the cost is influenced by staffs’ wage, phone and electricity bills, and cost incurred for order request. since there was no calculation, authors calculated based on the existing theory and the components are presented in the table 2. table 2 average cost of goods order no. components of cost of order cost of goods order 1 wage rp 2,106 2 phone bill rp 750 3 papers rp 500 4 printer ribbons rp 311 5 computer rp 88 6 printer rp119 source: data of the hotels (processed data), 2016. based on table 2 it is known that costs in hotel consisted of wage for order staffs and cost to order and creating order request. the cost incurred for one order of good to one distributor was obtained from staff wage of rp. 2,106. however, the calculation of cost was mostly from estimation obtained from interview with purchasing department especially with staff who ordered the goods without detail calculation for each component. the calculation of cost of order was fixed for each ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 28 good since it was not affected by the amount of goods or type and quality of goods ordered but by the number of components influencing order process such as the number of labors or resources used. frequency of order was influenced by frequency of order needed in one period. the higher the frequency of order, the higher the cost of good order incurred. it is similar to previous research by tauvicky andry (2012) that in order to minimize cost of order per period is by ordering in bulk thus the frequency of order is smaller; however, it needs to consider other costs incurred such as storage cost. 2. cost of beverages storage cost of storage is cost incurred to store goods. the cost is obtained from the amount of value contained in goods. the cost consisted of cost of storage facilities (depreciation of building and tools), cost of building insurance, obsolescence cost, and other costs influencing the storage of the goods. the calculation of storage cost is differed to those of cost of goods order. storage cost will be a variable cost since it is influenced by the value or the good price. since there was no data basing the calculation of storage cost of foods and beverages, the researchers gained the data merely from in-depth interview with one of informants who served as purchasing manager. based on the information and assumption of 40% of the price, following was the example of the calculation. tomato rosso pizza dens of 5 kg had high storage cost of rp. 52,000 since the unit price of the good was rp. 130,000. whereas, a unit price of fresh milk of rp. 14,740 would have storage cost of rp. 5,896. based on the calculation, it could be explained that the amount of storage cost was varied for each good. the more expensive the goods, the more expensive the storage cost, and vice versa. the amount of storage cost was also influenced by the amount of goods stored. the larger the quantity of goods stored, the more expensive the storage cost incurred, and vice versa. storage cost and cost of order was inversely proportional. this was the reason for considering cost of order and storage cost in determining the amount of order to achieve efficient and interconnected amount of order and purchasing frequency. one way to do it was using eoq (economic order quantity). ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 29 3. comparison of the amount of goods order, order frequency and eoq the difference in the amount of order for each purchase and order frequency of stationary using eoq method and method used by the hotels is described in the following table. table 3 comparison of cost of order calculation based on eoq and hotel no. name of goods the amount of order (eoq) the amount of order (hotel) frequency of purchase/ order (eoq) frequency of purchase/ order (hotel) 1 coffee powder in plastic package of 250 gr 17 unit 60 unit 14 kali 4 kali 2 tomato rosso pizza denso 5 kg 2 unit 8 unit 12 kali 3 kali 3 whole peeled tomatoes chopped valfrutta 4 unit 12 unit 9 kali 3 kali 4 fresh milk 24 unit 72 unit 18 kali 6 kali 5 f.f potatoes 7 unit 24 unit 14 unit 4 kali source: processed data, 2016. there were differences in terms of the amount of order between eoq calculation method and method used by the hotels. it can be seen in table 3 that based on eoq method the frequency of order or purchase was higher but the amount of order was smaller and it was vice versa for the calculation of the hotel. certain hotels in bali conducted bulk order and smaller frequency of purchase. it can be explained that using the calculation method used by the hotels cost of order incurred was smaller than storage cost since cost of order is a fixed cost therefore the amount of goods ordered to a distributor will be fixed. whereas, in calculation using eoq method, the cost incurred for storage was smaller since the amount of storage depended on the cost of the good price; therefore, the smaller the amount of good ordered the smaller the storage cost incurred. based on efficiency, eoq was more efficient in terms of the amount of order and more economical in terms of ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 30 storage cost. on the other hand, hotels’ calculation was more efficient in storage cost. however, considering inventory and procurement costs, eoq calculation method was more efficient than those of hotels’ calculation. the purpose of calculating the amount of order was to maximizing the difference between income and cost. thus, the result of eoq calculation indicated the cost to be incurred for more efficient goods inventory and procurement. conclusion system and process for the purchase of food & beverage in stars hotels in bali were: contract system for purchasing of perishable foods such as vegetables; daily or monthly system to give freedom to hotels to buy required goods; standing order was used to order certain types of foods supplied by certain supplier; and cash purchase was used to buy food or beverages in small amount. the purchasing process was conducted based on flow determined by each company but it did not significantly deviate from general theory. efficiency level for the purchase of food and beverage in star hotels in bali was calculated using detailed eoq (economic order quantity) method started from cost of order, storage cost, and other costs using the amount of goods ordered in each order and frequency of goods order during procurement. the result of the calculation was inversely proportional to goods procurement calculated by the hotels. the amount of order calculated by eoq was smaller than those calculated by the hotels. calculation using eoq method would bring efficiency to the costs incurred for goods inventory and procurement and it is more efficient than calculation using methods used by the hotels. references abel d. alonso, alfred ogle. 2010. "tourism and hospitality small and medium enterprises and environmental sustainability", management research review, vol. 33 iss. 8 pp. 818-826. alison morrison, paul lynch, nick johns. 2004. "international tourism networks", international journal of contemporary hospitality management, vol. 16 iss. 3 pp. 197-202. farooq, muhammad haq. 2014. "the significance of partnership as a marketing strategy for islamic spiritual tourism", journal of islamic marketing, vol. 5 iss. 2 pp. 258-272 galloway, less, frank rowbotham, and masoud azhashemi. 2000. operation management in context. great britain: butterworth-heinemann. ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 31 maulana. 1997. efisiensi sebagai kemampuan suatu unit usaha. bandung: citra aditya bakti. ria, ruth elsa. 2012. “analisis pengadaan barang umum dengan menggunakan metode eoq pada bagian logistik rumah sakit pertamina jaya tahun 2012”. (serial online) (badung-bali 2016 maret 15). available from url: http://lib.ui.ac.id/file?file=digital/20314019-s_ruth%20elsa%20ria.pdf. suarsana, nyoman. 2007. teori sistem pembelian: aplikasi di perhotelan dan restoran. edisi pertama. yogyakarta: graha ilmu. susantun. 2000. fungsi keuntungan cobbdouglas dalam pendugaan efisiensi ekonomi realtif. jurnal ekonomi pembangunan. vol. 5, no. 2. tauvicky, andr. 2012. “analisis prosedur pembelian barang pada departemen food & beverage hotel bidakara jakarta” (serial online) (badung-bali 2016 mar 15). available from url: http://pustaka.usahid.ac.id/index.php?p=show_detail&id=9291. ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 118 special-interest marine tourism development in serangan village, denpasar i ketut suarta1, a. agung putu swabawa2, i putu budiarta3 tourism department, politeknik negeri bali123 email: ketutsuarta@pnb.ac.id1 abstract this resarch is held in serangan village, denpasar selatan district, denpasar municipility. purpose of this researchis to identify the potencies of serangan island which could be developed as tourism product such as specialinterest marine tourism and to know the visitors’ perceptions to the objects and attractions they visit in order to determine the most favorite tourist attraction in serangan village. data of this research was collected by survey, interview, documentation and library study. the data is analyzed by using quantitative analysis (descriptive statistics) and qualitative analysis (descriptive and comparative analysis). the results showed that there are five potencies of natural attractions identified in serangan island which could be developed as tourist objects and special-interest marine tourism. they are the white sand beach, seaweed, clean blue sea, coral garden, and mangrove forest. the special interest-marine tourism are surfing, parasailing, waterski, snorkeling, diving, flying fish, underwater sea walker, banana boat, jetski, donat boat, glass bottom boat, horse riding, fishing, fast boat, turtle conservation and coral transplantation. the biggest market segment of those special marine attractions are 95% chinese. the foreign visitors that visit serangan island about 94.41%, and the domestic visitors are about 5.59%. the most favorite marine attractions in serangan village is travelling through the quay by fast boat, it is 311,344 people. then the second and third favorite are turtle conservation and parasailing, they are 18,040 people and 1,890 people. from the capacity ratio, the most favorite attraction is travelling through the quay by fast boat, it is 276.75, the second and third favorites are flying fish and underwater sea walker with ratio 157.50 and 132.38. keywords: identification of potential, special interest marine tourism, potential market segments, superior marine tourism products. introduction serangan island is located in south denpasar. it is a strategic tourism area which is located between two famous tourist destinations. there are tanjung benoa and nusa dua in the south, sanur in the north east, and benoa harbor in the west. from its topography, serangan village is surrounded by the sea and mangrove forest in the north and the sea in the south, east and west. it is almost 60% of its area is the seaboard. its coastline which surrounds the village is about 8 km long. serangan village has productive natural resources such as coral, seaweed, mailto:1ketutsuarta@pnb.ac.id ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 119 mangrove and beach. as a tourist destination, serangan village has some marine potency which needs to be developed maximum in order to increase the tourism development in this area. those potencies need to be developed based on the local genious concept of tri hita karana so that they could bring sustainable development and benefit for culture and economy of the local people. according to the law of tourism no. 10 year 2009 it is stated that marine tourism is an effort to conduct tourism and water sport, also infrastructure and suprastructure and other services which is managed commercially in the sea, beach, river, lake, and dam. indonesia with its 17,504 islands and 95,181 km coastlines, beautiful beaches and highest sea biodiversity in the world means that indonesia has the biggest potencies of marine tourism in the world (allen, 2002). water has restorative qualities, passive observation of the maritime environment in itself has been described as a fundamental tourism activity (miller and ditton, 1986). the unique character of coastal environment gives to various types of tourism development. while tourism is a component of integrated approaches towards coastal and marine management, the natural environment and tourism are inextricably linked (mason, 2003). some activities which could be done in the sea and beaches are exploring the beauty of the underwater such as sea walker, diving, snorkeling, water sports, enjoy the sea products, and doing conservation. concept of marine development must include some efforts to conserve and rehabilitate the biodiversity and ecosystem of the area. furthermore, its management should apply professional management in community-based, so that the effect of development could give some positive contribution to the economy of the society. the development of marine attraction must be supported by developing villages-tourism to create some businesses in the society (bakkara and sunantri, 2012). development of marine tourism needs the right system and management and acurate target (siti, 2001). marine tourism management must be changed from bureaucratic system to entrepreneurial system; mapping the potencies of marine tourism such as value, their characteristics, supporting facilities, and its capacity in supporting the economy; planning the investment and development which is got from potencies mapping, in order to develop its supporting facilities such as transportation, telecommunication, and other supporting facilities; developing the qualified human resources in marine tourism; making a good marketing strategies; ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 120 developing more attractive competitive, inclusive, and sustainable new marine tourism objects or destinations; increasing the safety, comfortness, and friendship in the location of marine tourism; stop sectoral and local ego, and developing “indonesia marine tourism incorporated” and applying kiss management (coordination, integration, simplification, and synchronization); and creating conducive investment climate and economy-politic for marine tourism development. sustainable coastal development implies an attempt to promote greater livability and an equitable and just distribution of resources and opportunities in the coastal zone (beatley, et al., 1994). in fact where tourism has been a major issue in coastal areas and despite differences in locale and levels of economic development, there are strikingly similar evidences of environmental changes, mostly negative (johnston et. al.,1991). the utilization and development of marine tourism potential, must still ensure the environmental sustainability and cultural wisdom of local communities, with the aim (nurif, m. 2017): to keep the ecological process going; protect biodiversity, and ensure the sustainability and utilization of species and their ecosystems. the development should also guarantee the environment conservation and the local genueus and culture in order to keep the ecological process; to protect biodiversity and to guarantee the preservation of the species and its ecosystem (mason, 2003). seeing those marine potencies in serangan village, the researchers are interested in researching the development of special-interest marine tourism in serangan village. problems in this research are the following: (1) what are the potencies and potential market of the special-interest marine tourism in serangan village? (2) what is the perception of the tourists to the special-interest marine tourism in serangan village in accordance with their market need? purposes of this research are as follows: (1) to identify the potencies and potential market of the special-interest marine tourism in serangan village, (2) to know perception of tourists to the special-interest marine tourism in serangan village in accordance with their market need. benefit of this research is that it could give ideas in determining the potencies of special-interest marine tourism that becomes development priority in serangan village and to determine the strategic planning for development. ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 121 research methodology this research is conducted in order to identify the potencies of the special-interest marine tourism in serangan village and to determine the favourite marine product which was conducted from april to september 2017. data collection in this research is done through survey, interview, documentation, and literature study. the analysis used is quantitative analysis in the form of descriptive statistics, and the qualitative analysis techniques in the form of descriptive and comparative analysis (arikunto, 1992: 25). discussion the potencies of special-interest marine tourism the potencies of special-interest marine tourism in serangan village which could be developed as special-interest product are as follows: a) the beach with white sand is very potencial to be developed as special-interest tourism product such as parasailing and the business or rental of long chair, beach umbrella, and traditional massage; b) seaweed is very potencial to be developed as various cakes and drink for tourist’s souvenirs or consumtion; c) a clean, blue, and wide ocean which surround serangan island could give a beautiful and attractive panorama; d) various and colorful coral garden and transplantation in the eastern beach of serangan island could be developed as tourist object or attraction; e) mangrove forest in the right and left handside of the entrance to serangan village could be developed as ecotourism. tourist facilities there are some public facilities in serangan island, such as road and a bridge, means of communication, health centre, worship places, quay, fishing spot, water, electricity, parking area, petrol station, and public toilet. furthermore, the tourist facilities includes a) sea-transportation such as phenisi boats and fast boats which connect to the islands of nusa penida, nusa lembongan, nusa ceningan, and lombok; b) accommodation (paras paros hotel with 20 rooms); c) seven (7) restaurant (café) and twenty-eight (28) food stalls which sell seafood and seaweed products; d) tourist object and attraction such as white sand beach; water sport such as parasailing, waterski, snorkeling, flying fish, underwater sea walker, banana ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 122 boat, jetski and donat boat; turtle conservation and education center (tcec), turtle garden, turtle release to their habitat; dolphin lodge is dolphin attraction; horse riding; fishing from the beach or to the fishing spot; 2 quays of fast boat (sire angen and eka jaya quays); coral transplantation; seaweed plantation and crops by local farmers; segara mantra camp for the students; shell handicraft by local people are as souvenir and export. the special-interest of marine tourism product in serangan island are surfing, parasailing, waterski, snorkeling, diving, flying fish, underwater sea walker, banana boat, jetski, donat boat, glass buttom, horse riding, fishing, quays/fast boat, turtle conservation and coral transplantation. tourist visit to serangan island tourists that visited and used facilities for travelling through the quay by fast boat and phinisi boat and consumed other tourist attractions in 2016 are mostly international tourists, they were 321,954 people or about 94.41%. on the other hand, domestic tourists were 19,056 people or 5.59%. the biggest market segment of international tourists are from china, is about 95%, and most of them visited lembongan island and gili terawangan. only a few of them used marine attraction in serangan island. tourists perception to the special-interest marine tourism in determining the tourist’s perception to the tourism objects and attractions and services, it is more effective by using the number of tourist’s perception in visiting and using the marine tourism objects and attractions in serangan island. 1) determining the favouriteness of the special-interest marine tourism based on the number of tourists visit and usage to tourism objects and facilities, the most favourite tourism product in serangan village is travelling through quay with fast boat, it is 311,344 people. the second favourite is turtle conservation, it is 18,040 visits and the third is parasailing attraction, it is 1,890 visits. based on the capacity ratio, the most favourite is also travelling through quay by fast boat, with ratio 276.75. the second favourite is flying fish, with ratio 157.50 and the third is underwater sea walker attraction, with ratio 132.38. 2) condition analysis for policy and development strategy ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 123 in determining the development of tourism product in serangan village is by analysing all components condition which related with tourism development generally and special-interest of marine tourism specifically. the condition of nature in serangan village seems good, especially the access to the water sport and to the quay in the south access/route of serangan village. on the other hand, the access in the north of the village seems dirty; especially when the sea in low tide, its cleanliness is not maintained well. the field of the village also has the same condition; it is not managed and maintained well. there are some animals like goats and cows walked around the field and the street. their dirt polluted the environment of the village. overall the cleanliness and beauty of serangan village is under standard. furthermore, the area of pines and mangrove forest at the unpopulated area of bali turtle island development (btid) has a big potency to be developed as some tourism products. the condition of the road in serangan village especially the route to the tourism objects is narrow and its parking area is limited. this condition will slow down the development of special-interest marine tourism in serangan village in long term. on the other hand, the availability and condition of the infrastructure such as water and electricity are good enough. overall, the facilities of marine tourism in serangan village are good enough, but they are not managed well/not in good order. for example the fast boat, glass buttom, jetski, waterskis, phenisi boat, and fisherman’s boat were not parked well at the beach and they could disturb the attraction of water sport. number of accommodation is very limited and there is no travel agent in serangan village. there is a bugis village which is rich with islam culture but there is no cultural attraction at all. based on those conditions the policy and strategy of tourism development in serangan village in the future is by cooperating with btid management in developing the tourism facilities; making zonation of parking area for water sport beside the beach; improving the environment management; making diversification of tourism product by increasing the types and numbers of tourist facilities from those potencies such as btid areas, canal, local culture; increasing the capacity, quality, and number of public facilities which could influence the visitor’s conveniences in visiting the village, especially in high ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 124 season; improving the management of business organizations in, especially those are managed professionally; increasing the cooperation with some travel agencies that can promote and sell the tourism products in serangan village and to increase its popularity. conclusion and sugestion based on the discussion above, it could be concluded that: 1. the potencies of serangan village which could be developed as special-interest marine tourism are the white sand beach, seaweed, a clean, blue ocean, corral garden and mangrove forest. 2. the special-interest marine tourism or attraction in serangan village are surfing, parasailing, waterski, snorkeling diving, flying fish, underwater sea walker, banana boat, jetski, donat boat, glass buttom boat, horse riding, fishing, quays/fast boat, turtle conservation, and coral transplantation. 3. the tourist visit in 2016 was mostly international tourists, they were 321,954 people (94.41%) and domestic tourists were 19,056 people (5.59%). most of the international tourists were from china, and most of them visited lembongan island and gili terawangan. only a few of them used marine attractions in serangan island. 4. based on the number of tourists visit and usage of tourism objects and facilities, the most favourite tourism product in serangan village is travelling through quay by fast boat, it is 311,344 people. the second favourite is turtle conservation, it is 18,040 visits and the third is parasailing attraction, it is 1,890 visits. based on the capacity ratio, the most favourite is also travelling through quay with fast boat, with ratio 276.75. the second favourite is flying fish, with ratio 157.50 and the third is underwater sea walker attraction, with ratio 132.38. 5. the policy and development strategy for serangan village are by cooperating with btid management in developing the tourism facilities, making zonation of parking area for water sport beside the beach, improving the environment management, making diversification of tourism product, increasing the capacity, quality, and number of public facilities, improving the business management, and increasing the cooperation with some travel agencies. based on the discussion, there is still much potential potencies that is not yet managed in serangan village such as the areas of btid, the canal, and the local ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 125 culture. it is suggested to make tourist products diversification which is relevant with the potencies of the village. morover, it is important to optimize the existed tourist attractions. it is also suggested to give a special attention to improve the favourite tourist objects and attractions based on the tourist visit. references arikunto, suharsini. 1992. prosedur penelitian, ed. revisi, renika cipta. yogyakarta. allen, j.o., toole, william, mcdonell, ian, and harris, robert. 2002. festival and special event management (2nd edition). australia: alley. beatley t., brower d.j. et al. 1994. an introduction to coastal zone management. washington, dc. island press, p. 186. johnston c., j. liu and k. din. 1991. coastal and marine tourism. annals of tourism, vol. 18, no. 3, p. 523 -525. mason p. 2003. tourism impacts, planning, and management. butterworth heinemann. london. mason, peter. 2003. turism impacts, planning and managenent. p elsevier butterworth-heinemann linancre house, burlington. miller, m. and ditton, r.d. 1986. “travel, tourism, and marine affairs”, coastal zone management journal, 14(1/2). nurif, m. 2017. “mitigating risk of maritime regulatory changes: oil tanker owners' perspective”, international conference. pendit, nyoman s. 2002. ilmu pariwisata sebuah pengantar perdana. pt pradnya bakkara, jakarta. riana uwk dan sunantri, yudy. 2012. analisis potensi wisata bahari melalui pendekatan cbt (community based tourism) di tanjung utama kota batam. universitas internasional batam. paramita, jakarta. siti n. 2001. rencana pengembangan fisik kawasan wisata bahari di wilayah pesisir indonesia. undang-undang no. 10 tahun 2009 tentang kepariwisataan (the law of tourism no. 10 year 2009). international journal of applied sciences in tourism and events issn: 2580-5592, vol 4, no 2, 2020, pp http://dx.doi.org/10.31940/ijaste.v4i2.2053 129 sustainable marine tourism in alor: a study of coastal communities’ perception alexander m. a. khan1*, imam musthofa2, indarwati aminuddin3, fitri handayani4, ratna n. kuswara5, imanuel l. wabang6, ajeng wulandari7, evi novianti8, ute l. s. khadijah9 fakultas perikanan dan ilmu kelautan, universitas padjadjaran1,7 world wildlife foundation2,3,4,5 fakultas pertanian dan perikanan, universitas tribuana, kalabahi, alor, ntt6 magister pariwisata berkelanjutan sekolah pascasarjana universitas padjadjaran8,9 alexander.khan@unpad.ac.id1*, imusthofa@wwf.or.id2, iaminuddin@wwf.or.id3, pittihandayani.fitri@gmail.com4, ratnaningsihkuswara2502@gmail.com5, wabangimanuel18@gmail.com6, ajengwulandari74@gmail.com7, evi.novianti@unpad.ac.id8, ute.lies@unpad.ac.id9 article history received on september, 9th 2020 revised on december, 3rd 2020 accepted on december, 28th 2020 abstract purpose: this research aim is to determine the existence of natural or historical resources that can be develop as a tourist attraction based on community’s perception and determine the management strategies for alor regency. research methods: the research method used in this study is the survey method, snowball method for collecting data, and swot analysis with the quantitative and qualitative approach to determine the development strategy. results and discussions: alor regency have many tourist attractions with a good quality, safety, accessibility that give a positive impact for local community, but the local communities are still need the government rules to manage the area. the quantitative analysis result showed that internal and external factors both have a positive score, which means alor regency is at the 1 quadrant from swot analysis chart and the qualitative showed various forms of development strategy that can be used according to the area needs. conclusion: many natural and historical resources in alor that can be develop as a tourist attraction, and the suitable development strategy can be used in alor regency is the strength-opportunity strategy, which means the area should maximize the strength to get all the opportunity. keywords: biodiversity, development, ecotourism, natural attractions, social equities, swot analysis introduction alor is a beautiful region in east nusa tenggara which has a lot of cultural heritage, diversity of flora and fauna, beautiful scenery of the coast and mountains, and also wildlife (e. lau et al., 2019). this richness of history and natural resources in alor can be developed as a tourism 130 destination to reach the aim of sustainable tourism. the sustainable tourism is a kind of tourism that consider the current and future of economic, social, and environmental impact, fulfill the visitor, industry, the environment, and the local community needs, and also can be applied to all forms of tourism activities in all types of a tourist destination (khan et al., 2020). to achieve the balance in sustainable tourism, the implementation should: (1) utilizing the natural resource as the main element in tourism development such as help to conserve natural heritage and biodiversity, (2) respect for the socio-cultural of the local community, and contribute intercultural understanding and tolerance, (3) ensure long-term operations that give a socio-economy benefit for all stakeholders that equitably distributed, including stable employment and local community’s opportunity to get an income and social service, also contribute to poverty alleviation (gunawan & ortis, 2012). according to the statement of nurdin (2016) in allo et al., (2018) that the local community has an important role in determining the success of a tourism area development. the involvement of the local community will give an impact and best chance of management that leads to community empowerment in a tourist destination and sharing profits from tourism activities by the stakeholders of tourism. community-based tourism is one type of tourism that prioritizes the involvement of the local community in tourism development activity starting from planning, management, monitoring, and evaluation because the community knows the potential and local wisdom in their area. so, the local community is not only followers of the management, but also become a part of management and enjoy the result from the tourism industry (adikampana, 2017; khan et al., 2020; wiwin, 2018). this community-based tourism can be the good solution to reach the sustainable tourism purposes. research of the natural resource potentials, sustainable tourism, and communitybased tourism has been widely carried by several researchers. research of purbani et al., (2014) about beach characteristics of wakatobi national park to support marine ecotourism in the case of wangiwangi island shows that the beach characteristic includes depth, type of substrate and the absence of cliffs is can be used as a tourist attraction. as well as research of salim & purbani (2015) about community-based tourism development in kaledupa, wakatobi regency to find out the main variables of tourism development, and the result show there are 3 main variables in tourism development includes information, coordination between agency, and natural resources. another research by astuti & noor (2016) about the natural resource potentials in morotai as marine tourism and historical tourism destinations, mentioned that historical heritage of the world war ii and marine tourism could attract visitors but it needs to fulfill the minimum criteria of the tourism component that international tourist needed. or the research by salakory (2016) about the development of community-based ecotourism in banda island, central mollucas district mentioned that starting the ecotourism need to introduce the concept of ecotourism that consider cultural heritage, participation and welfare of the local community and also natural resource conservation to the local community who will be involved in implementing the ecotourism. based on the background and research that has been mentioned above, the potential of natural or historical resources and involvement of the local community have an important role in the success of sustainable tourism development. the strategy that related to the development of sustainable marine ecotourism in indonesia can be done through empowerment of local communities, infrastructure, marketing, security and human resources development, and should be planed and managed properly (arismiyanti, 2017). however, the perspective of local community’s regarding the existence of natural or historical resource needs to be obtained to determine the most appropriate management strategy to achieve the goals of a sustainable tourism area. so, these study aims are to determine the existence of natural or historical potential that can be developed as a tourist attraction based on the community’s perception and determine the appropriate area. research methods 131 this research was conducted in alor, east nusa tenggara in october 2019. the research method used in this study is the survey method. the survey method is a non-experimental research method that represents all study methods undertaken to collect data directly from the subject (mustari & rahman, 2012). this research method was divided into two steps, including data collection data analysis. data collection was done by the snowball method. nurdiani (2014) mentioned that the snowball method is used to identify, collect, and take samples in an ongoing network or chain of relationships. or simply is where the first respondent will recommend the next respondent and so on until the required number of respondents is obtained. data analysis was carried out in 2 parts with a descriptive method. the first part is to describe the ability of the area to develop marine tourism, and another part is to determine the development strategy through qualitative and quantitative approaches based on the perceptions of the local community. the quantitative approach was carried out by a score tabulation, where the total of each factor (internal & external factors) is calculated using these following formula (nasution et al., 2015): 𝑆 = 𝑁 𝑥 𝐵 where: s = total score of each question n = all local community’s scores of each question b = all local community’s quality value of each question in this quantitative approach, each score of every question was count up to get a total score of each factor. the total score of each factor is used to determine the appropriate development strategy. total score of internal factors inserted as x value and the score of external factors inserted as y value (figure 1) figure 1. chart of swot analysis (source: nasution et al., 2015, p.2) meanwhile, in a qualitative approach that used to determine the form of a development strategy is carried out by utilizing strength, taking the opportunity, reducing weakness, and avoiding threats that might occur in the implementation of sustainable tourism. result and discussions the result of this research showed that there were 24 respondents with various ages and genders (table 1). respondents were from 3 different villages, namely munaseli village, pante deree village, dan kabola village. table 1. the age and gender of the respondents age amount ≤ 25 years old 2 26 – 35 years old 10 132 36 – 45 years old 4 ≥ 45 years old 8 gender amount men 16 women 8 marine tourism development based on lau (2019), small alor in alor regency have good potential marine tourism such as beautiful scenery of coastal and underwater. coral reefs condition in the nature preserve area of the pantar strait and surrounding seas in medium and very good categories (wabang, 2018). good condition of coral reefs also can be one of an attraction for tourist to visit a tourism area. there are four elements in the development of a tourism destination, namely attraction, amenities, access, and ancillary. this theory can be used to identify and observed a tourism village in tourism development especially to find out the potential possessed so the implementation of development and management can be more directed (sukmadewi et al., 2019). the attraction of tourism included the natural amenities, man-made supply, and the way of the community’s life. based on respondent’s response, there are several tourist attractions in alor regency (table 2). table 2. the existence of tourist attraction in alor regency no tourist attraction form of tourism 1. wai ulung, wai redang, wai urita, wai bakolang, historical tourism and beautiful scenery 2. munaseli kingdol historical tourism 3. the old village hiking baki culture and historical tourism 4. kenari beach beautiful coast and underwater scenery, coral reefs, dugong, mangrove forest, and sea turtle 5. sikka island beautiful coast and underwater scenery, coral reefs, dugong, mangrove forest, and sea turtle 6. putri laut cave, tomi leo cave, bats cave cave scenery 7. squid lake conservation area in tourism development, observing the quality of natural resources as a part of tourist attraction needs to be done as a stage in determining the development strategy. the quality of natural resource comes from the respondent opinion, whether it has a good quality or not (figure 2). figure 2. quality of the natural resource (source: research data, 2019) yes 78% no 22% 133 figure 2 showed that approximately 78% of respondents mentioned that the natural resource in their area was in the best quality to attract tourists. meanwhile, around 22% of respondents mentioned the opposite due to the lack of support from government and insufficient public facilities. quality of the natural resource is a supporting factor in achieving the success of tourism development (indayani & dewi, 2018). according to samudra et al., (2010), the quality of natural resources can be maintained and preserved by conducting conservation activities carried out by local communities and tourists. figure 3. safety on the nature resource (source: research data, 2019) safety on the natural resources become an important factor in tourism that might influence the decision to visit the tourism area. safety and comfortable threats can be influenced or caused by many factors including terrorism, local conflict, natural disaster, community social behavior, or infectious diseases (khalik, 2014). based on figure 3, 96% of respondents stated that the natural resource in their village is safe for tourist visitation, meanwhile another 4% stated the contrary because of the lack of public facilities. according to the research of listiowati et al. (2020), the community’s perception of tourism development in their area will affect the quality of tourist safety and comfort when visiting a tourism attraction. figure 4. (a) accessibility, (b) type of transportation mode (source: research data, 2019) accessibility is an important aspect that can support the tourism development because it involves a cross-sectoral development that needs a transportation network that makes it easy for tourists to reach and find a tourist attraction (abdulhaji & yusuf, 2016). soekardijo (2003) in abdulhaji & yusuf (2016) stated the required of accessibility there are: (1) information access which includes complete information about the tourist attraction, (2) road condition that yes 96% no 4% yes 87% no 13% boat 14% car 21% motorcycle 34% onfoot 31% a b 134 must be connected to public infrastructure includes main road, or infrastructure that have telecommunication facility, and (3) availability of parking space. figure 4(a) showed that approximately 87% of respondents mentioned the easy accessibility to the tourist attraction in their village, and another 13% of respondents stated the contrary because of insufficient of road facilities. the types of transportation mode which can be used to access the tourism attraction perceived by the respondents were 34% by motorcycle, 31% by walks, 21% by cars, and the remaining 14% mentioned that the location can be reached by boat (figure 4b). figure 5. existence of local wisdom (source: research data, 2019) the existence of local wisdom is one of the factors that might affect the tourism activities. shaleh (2016) mentioned that local wisdom is a rule that has been obeyed by local communities where this existence of local wisdom also can be one of a potential tourism asset as cultural tourism. according to figure 5, around 75% of respondents perceived that there is no local wisdom in their village regarding tourist visitation, and another 25% of respondents perceived in contrary about the existence of local wisdom. the 25% respondents mentioned that local wisdom is applied in their village for tourist visitation such as the tourists should be dressed and speak politely, permission for taking any pictures, no harm the environment and must actively protect the natural resources by taking nothing from the location other than memories and pictures. figure 6. existence of tourism impact (source: research data, 2019) every tourism activity involving the local community will definitely have an impact on the local community and the environment. based on the research results, approximately 96% of respondents agree that tourism activities have a positive impact, such as improving the community's economy, increasing the availability of employment, increasing the community yes 25% no 75% positive impact 96% negative impact 4% 135 awareness to maintain the environmental cleanliness, improving community welfare, providing opportunities for the local community to be involved in resource and tourism management. another 4% respondent indicated that there will be a negative impact, such as beach damaged and large amounts of plastic waste caused by tourists (figure 6) the same thing is mentioned in the research of dritasto & anggraeni (2013) and fyka et al., (2018) regarding the impact of tourism on the economy where the community’s economy increases due to the existence of community business units such as crossing service, mat rental, and food sellers. fyka et al. (2018) mentioned that tourism has an impact on changing the lifestyle of the local community through the way they dress and communicate. and there is also an impact to the environment due to tourism activity such as in khirsnamurti et al. (2016) in tidung island which shows that the tourism activity has an impact on the visual changes of tidung island because of the large number of homestays and accumulation of waste caused by an imbalance in waste management with the amount of waste generated by tourists. figure 7. the need for local community rules (source: research data, 2019) in the development of tourism activities, there are rules governing tourist visitation and business activities, which need to be considered in the development of tourism. all the respondents mentioned that they need the rules to manage the natural resources in their area. according to figure 7, there were 67% of respondents answered that they need a government rule to create an operating standard procedure and schedule for manage tourist visitation, manage the cleanliness of the tourist attractions, and a safety guarantee for tourist visitations. the other 30% of respondents perceived that they require rules made by local communities to manage the tourism area. the remaining 3% of respondents answered that they need other rules for governing collaboration between stakeholders. community perception community perception is important in determining tourism development strategies because the local community is the main element in implementing sustainable tourism. the determination of the development strategy is carried out through the quantitative approach using the matrix swot and qualitative approach using the swot analysis. the quantitative approach to matrix swot quantitative approach was obtained based on the results of community assessments of the questions each swot. table 3. quantitative evaluation for internal factor no questions (strength) score quality total 1. natural resources as tourism attractions 181 116 20.996 2. natural resources quality 191 110 21.010 government rules 67% local rules 30% other 3% 136 3. location accessibility 185 106 19.610 4. safety during visitation 186 113 21.018 5. variations of transportation mode to reach the location 174 103 17.992 6. friendliness of local community 197 112 22.064 7. easy access for food 150 105 15.750 8. affordable price for transportation, accommodation and food 162 108 17.496 9. low pollution level 161 101 16.261 10. “local wisdom” strongly followed by the local community 159 107 17.031 total strength 189.140 no weaknesses (w) score quality total 1. low in environmental awareness 152 -106 -16.112 2. environmental destructive daily activities 123 -101 -12.423 3. tourism infrastructure availability 107 -106 -11.342 4. community acceptability against travelers or tourists 159 -106 -16.854 5. common public welfare level within the villagers 133 -103 -13.699 6. common education level within the villagers 142 -106 -15.052 7. public awareness to maintain the cleanliness 153 -104 -15.912 total weakness -101.394 total internal factors (s+w) 87.746 table 4. quantitative evaluation for external factor no opportunities (o) score quality total 1. the opportunities for natural resources within the village can be developed as a tourist destination 165 110 18.150 2. the opportunities for natural resources within the village can be developed as a research site 176 100 17.600 3. environmental protection opportunities through responsible tourism 180 109 19.620 4. employment opportunities through responsible tourism for the local community 176 109 19.184 5. economic benefits through sustainable tourism for the local community 176 109 19.184 6. community involvement in natural resources management through sustainable tourism program 172 110 18.920 7. opportunities for collaboration with various institutions in sustainable tourism development for the local community 174 109 18.966 total opportunity 131.624 no threats (t) score quality total 1. natural resources damage due to natural disaster 153 -103 -15.756 2. natural resource damage due to human activity 147 -98 -14.406 3. un-predictable weather condition 153 -93 -14.229 4. the low number of tourist visits 120 -104 -12.480 5. safe and security guarantee for tourists 163 -107 -17.441 6. traditional unilateral site closure by community 146 -92 -13.870 total threats -88.870 total external factors (o+t) 43.439 137 total value for internal factors evaluation was 87.746 and 43.439 scores for external factors. the positive value for both factors indicates that the best strategy for tourism development in alor regency is on quadrant 1 (figure 8). figure 8. alor regency position in swot analysis chart (source: research data, 2019) the total value of each factor showed that the strengths possessed to develop natural resources as a tourist attraction were greater than the weaknesses and furthermore it can enhance the opportunities as well as reducing future threats. based on situmorang & dilham (2007), the quadrant-1 of the swot analysis chart can be categorized as an advantageous position because it has the strength to take full advantage of opportunities. the qualitative approach the qualitative approach is carried out by determining the development strategy of tourism based on the elements in every factor and suggestion from respondents. a. s-o strategy 1. development of tourism with conservation-based activities to be fully managed by the local community with support from local governments and ngos. 2. promotes safe tourist sites with friendly community hospitalities, no-pollution activities to develop sustainable tourism. 3. provides sustainable tourism development field-laboratory for students and academia to examine the flora and fauna biodiversity as a reference to environmental protection. 4. enhance the community involvement as local tour services providers: tour guides, foodservice and homestay to increase local employment opportunities and economy. b. s-t strategy 1. increase environmental protection awareness through the installation of signboards and extension services to protect natural resources degradation. 2. visitation scheduling by local communities based on local agreements. c. w-o strategy 1. environmental awareness improvement by providing local experience and knowledge shares for both communities and tourists. 2. improve local small-scale infrastructures such as toilets, changing rooms, and clean water for tourists. 3. local capacity improvement through training and comparative studies. 4. conservation and natural protection activities involving both local communities and visitors. d. w-t strategy 1. increase promotion activities to increase the number of tourist visitation. 2. natural resources management by local communities with collaboration from both local and national government institutions. 138 conclusion the conclusion of this study showed that there are many natural resources that can be developed as a tourism attraction in alor, east nusa tenggara such as wai ulung, wai redang, wai urita, wai bakolang, munaseli kingdom, the old village hiking baki, kenari beach, sikka island, putri laut cave, tomi leo cave, bat cave, and squid lake. according to the result of quantitative approach, the suitable development strategy of tourism in alor is the s-o strategy which maximizing the strength to take the opportunities, there are (1) development of tourism with conservation-based activities to be fully managed by local community with support from local governments and ngos, (2) promotes the safe tourist sites with friendly communities’ hospitalities, no-pollution activities to develop a sustainable tourism, (3) provides sustainable tourism development field-laboratory for students and academia examine the flora and fauna biodiversity as a reference to environmental protections, and (4) enhance the community involvement as local tour services providers: tour guides, food service and homestay to increase local employment opportunities and economy. this research can be developed for further research, especially in ecotourism activities by observing how much natural resources potential in each 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(2018). community based tourism dalam pengembangan pariwisata bali. pariwisata budaya, 3(1), 69–75. https://doi.org/10.1080/14693062.2020.1740150 international journal of applied sciences in tourism and events issn: 2580-5592, vol 4, no 2, 2020, pp https://doi.org/ 86 destination marketing to improve domestic tourists’ return intention filda rahmiati1*, andrean winata2 management study program, president university, indonesia1,2 filda.rahmiati@president.ac.id1*, winataandrean15@gmail.com2 article history received on july, 31st 2020 revised on december, 2nd 2020 accepted on december, 28th 2020 abstract purpose: this study aims to analyze tourist return intention through destination attribute (attraction, accessibility, and amenities), promotion, and destination image mediated by tourist satisfaction. research methods: the study used 410 respondents who were domestic tourists who had visited borobudur temple using purposive sampling. the partial least squarestructural equation model (pls-sem) is used to test hypotheses. results and discussions: all hypotheses are accepted, that the attributes of the destination (attraction, accessibility, and amenities), promotion, and destination image significantly influence on tourist return intention mediated by tourist satisfaction. conclusion: it is necessary to improve the quality of destination attributes at borobudur temple, promoting not only international tourists but also domestic tourists. keywords: destination attributes, destination image, promotion, tourist return intention introduction the tourism sector is currently one of the largest and fastest growing sectors in the global economy (mahbubani, 2013). in fact, the competitiveness of the tourism sector especially in indonesia continues to increase (bps ri, 2018). the number of trips made by domestic tourists during 2018 reached 303 million trips, an increase of 12.37 percent compared to 2017 trips. this increase is considered a result of relatively improved economy and easier accessibility to tourist destinations throughout indonesia (bps ri, 2018). however, despite the increasing number of domestic tourists visiting domestic destinations in indonesia, domestic tourists prefer to go abroad. by 2019 there had been a record breaking of 10 million domestic tourists who go abroad (patriella, 2019). supported by azril azahari's statement, chairperson of the indonesian tourism intellectuals association (icpi), the trend of increasing domestic tourist arrivals abroad might be influenced by the rising airline prices for domestic routes, so domestic tourists preferred to go abroad with relatively affordable airplane price (bahar, 2019). specifically, this study will focus on one of the destinations of domestic tourists, borobudur temple. it shows that most domestic tourists visit borobudur temple only once https://doi.org/ 87 (pranowo, 2019). this might also be caused by the low satisfaction of domestic tourists in visiting borobudur temple, because satisfied customers will usually be willing to make another visit in the future. in line with the statement of kotler & keller (2012) that one way to retain customers is to create customer satisfaction, which in the scope of tourism is tourist satisfaction. as stated in the annual report of pt twc borobudur, prambanan and ratu boko 2018, that the main obstacle in achieving the targeted number of tourists is the lack of innovation in tourism objects. in fact, the success of developing tourist destinations is to maximize the destination attributes of tourism through 3a's (attraction, accessibility, amenities) (yahya, 2019). attraction is an attractive factor for tourist destinations that can invite tourists to visit (pantiyasa, et al., 2018). added, the marketing director of pt twc borobudur, prambanan and ratu boko, siahaan (2017) mentioned about accessibility factor. supported by the statement of the governor of central java, pranowo (2018), one of the causes of the lack of facilities in supporting tourists who attend the event held at borobudur temple in terms of accessibility. according to setyanto & pangestuti (2019), accessibility requirements are the availability of public transportation, easy access where destinations must be easily found and reached and road conditions along the road to tourist destinations. finally, amenity is a supporting element in tourism activities that allows tourists to enjoy tourist visits and provide comfort during their visit (suharto, 2016). in addition, lack of promotion is a factor that causes borobudur temple to be visited less by tourists (pitana, 2016). with the promotion available, potential tourists can easily see, compare, and choose the destination they want to visit (lai & vinh, 2012), the impact can increase awareness of potential tourists to visit the destination being promoted (melania & ellyawati, 2018). besides being a cultural tourism destination, borobudur temple also attracts domestic tourists for the sanctity of the temple, which is a special influence factor for domestic tourists to visit borobudur temple. however, for tourists who have visited the temple, the sanctity of borobudur temple is no longer a special factor that distinguishes borobudur from other tourist destinations (hermawan, et al., 2016). therefore, it is important that a tourist attraction has a destination image that can distinguish it from other destinations (ksouri, et.al., 2015). moreover, the destination image is very important in influencing tourist decisions in choosing a destination to visit (zhang, xu, leung, & cai, 2016) can also attract visitors for a repeat visit (khansa & farida, 2016). this is important because if tourists can build a positive destination image in their minds, then they will most likely visit the destination again (stylos, et al., 2017). a pleasant experience in visiting a destination that exceeds their expectations will lead to tourist satisfaction (sangpikul, 2018) and can make tourists return to visit (wibowo, et al., 2016; zhang, et al., 2017) further emphasizes the importance the experience of tourists in generating the intention of visiting again. in addition, the intention of tourists to re-visit is not only influenced by their experiences at the destination, but also by promotional efforts such as the spread of news about tourist attractions to others (wu, et al., 2018). considering the importance of what was mentioned above, this study aims to examine the influence of destination attributes (attraction, accessibility, and amenities), promotions, and destination images through tourist satisfaction on return intention of domestic tourists visiting borobudur temple. the framework in this study can be seen in figure 1. 88 figure 1: research framework source: adaptation from rajaratnam, et al., 2015; allameh, et al., 2015; hanif, et al., 2016 research methods the methodology used by this research is quantitative methods. analysis of statistical or numerical data collected through questionnaires by analyzing existing statistical data and using computerized techniques. in this study the population will use domestic tourists who have visited borobudur temple in the last two years. the sampling technique used in this study is purposive sampling. according to sarwono (2015) and hair et al., (2014) the minimum sample size is 10 times the largest number of formative indicators used to measure 1 latent variable or 10 times the largest number of structural paths aimed at certain latent variables in the structural model. so, the minimum respondents for this study are 70 respondents. in collecting data, this study received 410 questionnaires which were returned and used for analysis. this study uses a likert scale to measure questions. according to oh & kim (2017), a good likert scale for the tourism industry is 7 (seven) points, thus this study uses 7-point likert scale. a software of smart partial least square (smart-pls) from ringle, et al., (2015) used in this study to analyze data and to test hypotheses. pls-sem is used to assess complex models consisting of mediation and moderation variables (hair, et al., 2014; sarwono, 2015). furthermore, this software is also used by several tourism and hospitality journals (mohaidin, wei and ali murshid, 2017; rajaratnam, nair, sharif and munikrishnan, 2015). design of the questionnaire in this study are listed in table 1. table 1: questionnaire design latent variable statement (indicator) destination attributes attractions borobudur temple has beautiful natural scenery (at1) borobudur has an interesting history (at2) borobudur has an interesting cultural features (at3) accessibility there are many public transportation options to reach borobudur temple (ac1)). road conditions to borobudur temple are good (paved, smooth, etc.) (ac2). access to borobudur temple is relatively easy (ac3). the time needed to reach borobudur temple is short (ac4). 89 amenities it is very easy to find a tour guide at borobudur temple (am1). it's easy to find handicraft / souvenir shops in borobudur temple (am2). public toilets in borobudur temple are clean and comfortable (am3). it's easy to find a hotel / homestay in the borobudur temple area (am4). there are various places to eat / restaurants in borobudur temple (am5). the price and portion of food in the restaurant at borobudur temple according to my preference (am6). promotion i got information about borobudur temple from the borobudur park website and social media (pr1). it's easy to find information about borobudur temple online (pr2). i often see borobudur temple advertisements on tv, banners, social media, etc. (pr3). destination image my visit to borobudur temple created a good impression (di1). i felt comfortable during my visit to borobudur temple (di2). the experience of my visit to borobudur temple was in line with my expectations (di3). tourist satisfaction i am satisfied with the scenery, history and cultural features of borobudur temple (ts1). i am satisfied with the accessibility of borobudur temple (transportation, road, easy access, time) (ts2). i am satisfied with the borobudur temple facilities (ts3). i am satisfied with the promotion efforts of borobudur temple (ts4). my decision to visit borobudur temple is worth my time and effort (ts5). in general, i am satisfied with my decision to visit borobudur temple (ts6). tourist return intention i will definitely re-visit borobudur temple (ri1). i will re-visit borobudur temple if it offers new things for me to experience (ri2). i will prioritize borobudur temple compared to other cultural tourism destinations (ri3). i would recommend borobudur temple to friends, relatives, family and others (ri4). i have the desire to invite others to visit borobudur temple (ri5). in analyzing the data in smart-pls, there are two steps must be considered, outer model and inner model. according to sarwono (2015) the outer model is measured by connecting all manifest variables (indicators) with their latent variables using the measurement models of convergent validity, discriminant validity, and reliability (table 2). while, the measurement of inner model called the structural model aims to show and explain the relationship between each latent variable in the research model. measurement models in plssem evaluated using the coefficient of determination, the path coefficient and the goodness of fit to see the value of r2value of t statistics, and q2. the hypothesis can be accepted if the statistical t value is greater than 1.96 and the p value is less than 0.05 or 5% for each pathway. table 2: parameter measurement model validity and reliability test parameters rule of thumb convergent validity loading factor factor>0.708 average variance extracted (ave) extracted>0.50 discriminant validity heterotrait-monotrait(htmt) <0.90 variance inflation factor (vif) ≤ 5 reliability cronbach alpha > 0.70 composite reliability > 0.70 90 result and discussions the results of this study the majority of respondents came from west java and dki jakarta, female between the ages of 21-25 years old. in terms of employment, the majority of respondents are students and employees. according to hair, et al., (2019), the loading factor should be above 0.708 recommended, however, there are two constructs (am2 and ri2) that have loading factor value of less than 0.708, then are removed from the model. based on parameters on the outer model to assess convergent validity, discriminant validity, and reliability, the results found that all parameters met the requirements (see table 3 and table 4). table 3: validity and reliability result measurements outer loadings ave vif cronbach alpha cr final items (initial items) ac1 0.797 0.644 1.653 0.815 0.878 4 (4) ac2 0.817 1.797 ac3 0.816 1.854 ac4 0.779 1.592 am1 0.714 0.600 1.442 0.833 0.882 5 (6) am3 0.802 1.783 am4 0.797 1.772 am5 0.766 1.751 am6 0.790 1.859 at1 0.807 0.642 1.384 0.722 0.843 3 (3) at2 0.792 1.398 at3 0.804 1.494 di1 0.901 0.819 2.608 0.890 0.932 3 (3) di2 0.911 2.762 di3 0.903 2.465 pr1 0.793 0.633 1.469 0.711 0.838 3 (3) pr2 0.786 1.287 pr3 0.809 1.493 ri1 0.856 0.757 2.304 0.892 0.925 4 (5) ri3 0.827 1.99 ri4 0.902 3.076 ri5 0.892 3.007 ts1 0.775 0.647 1.868 0.889 0.916 6 (6) ts2 0.751 1.954 ts3 0.701 1.817 ts4 0.861 2.695 ts5 0.862 3.178 ts6 0.861 3.155 table 4: htmt result construct ac am at di pr ri ts ac am 0.835 at 0.541 0.531 di 0.557 0.613 0.656 pr 0.655 0.781 0.594 0.539 ri 0.425 0.565 0.699 0.704 0.634 ts 0.752 0.762 0.821 0.869 0.754 0.752 91 then this research continues on the inner model to answer the hypothesis shown in table 5. in the results of the inner model, there are eleven hypotheses and all of them are accepted in this study with a t value greater than 1.96 and a p value (sig) less than 0.05 for every path. r2 of tourist satisfaction was 0.451 meaning that tourist satisfaction can be explained by the exogenous latent variables (attractions, accessibility, amenities, promotion, and destinations image) as for 45.1%. meanwhile, the r2 for the return intention to visit was 0.778 meaning that return intention to visit can be explained by the exogenous latent variables (tourist satisfaction) as much as 77.8% and the remaining 22.2% is explained by other variables outside of this study. value of q2 is 0.878 (> 0) meaning that attraction, accessibility, amenities, promotions, and destination image accounted for 87.8% which explains the effect on the intention to revisit through tourist satisfaction. while the remaining 12.2% is explained by other variables outside this study. in addition, the results of this study have a large predictive relevance, because the q2 value is above 0.50. table 5: results of hypotheses hypotheses relations t sig results h1a attractions->tourist satisfaction 7.393 0.000 received h2a accessibility ->tourist satisfaction 4.622 0.000 received h3a amenities ->tourist satisfaction 2,590 0,010 received h4a promotion->tourist satisfaction 4,433 0,000 received h5a destination image ->tourists satisfaction 11.497 0.000 received h1b attraction->tourists satisfaction ->tourist return intention 7,050 0,000 accepted h2b accessibility ->tourist satisfaction ->tourist return intention 4.707 0.000 received h3b amenities ->tourist satisfaction ->tourist return intention 2,561 0,011 received h4b promotions ->tourist satisfaction ->tourist return intention 4,111 0,000 received h5b destination image ->tourist satisfaction ->tourist return intention 9,067 0,000 received h6 tourist satisfaction ->tourist return intention 18,159 0,000 received the analysis results for destination attributes are seen from hypothesis 1,2,3 which are all accepted. in terms of attractions, reitsamer & brunner-sperdin (2016) has the same results also a study from guntoro & hui (2013) where attraction significantly influences the return intention. for accessibility result, setyanto & pangestuti (2019) put forward similar result, also rajaratnam, et al. (2015) and chin, et al. (2018) also found that accessibility mediated by tourist satisfaction significantly influenced the intention of tourist return intention. for amenities, the result of this study in harmony with darsono (2013) and dilrukshi, et al. (2019) revealed that amenities had a significant influence on return intention with a very large effect. hypothesis 4 result shows that promotion has a significant influence on the satisfaction of domestic tourists in visiting the borobudur temple. similar results were also present by magatef (2015) and ovita, et al. (2019) mentioned promotion has the most significant influence mediated by satisfaction with return intention. the result of hypothesis 5 testing shows that destination image has a significant influence on the satisfaction of domestic tourist tourists visiting borobudur temple in line with research by allameh, et al. (2015) also zhang, et al. (2017) using the mediation variable of tourist satisfaction confirms that there is a positive and significant influence of the destination's image on the return intention which is mediated by an impressive tourism experience. hypothesis 6 results show that tourist satisfaction has a significant influence on the return intention of domestic tourists in visiting the borobudur temple. this is supported by previous studies from bagus & utama (2015) and singh & singh (2019) which provide empirical evidence that tourist satisfaction is a strong factor in influencing tourists' desire to 92 return due to increased levels of satisfaction, returning consistency and willingness to recommend to other people. conclusion this study concludes that destination attributes (attractions, accessibility, and amenities), promotion, and destination image have an influence on tourist satisfaction in borobudur temple. further, through tourist satisfaction has an influence as a mediator to the tourist return intention of domestic tourists at borobudur temple. this implies the fact that domestic tourists are satisfied and willing to return because of their good experience with the scenery, history and cultural features of borobudur temple. added, domestic tourists are satisfied and willing to return because they found borobudur temple has a variety of public transportation services, good road conditions, easy access, and the short time needed to reach the destination. in terms of amenities, domestic tourists are satisfied and want to return because the availability and quality of facilities at borobudur temple are able to give a good impression so they are satisfied and want to visit again. the promotion of borobudur temple that provides information and expectations to domestic tourists will be followed by an increase in tourist satisfaction, which will attract them to visit again. finally, the destination image mediated by tourist satisfaction has a significant influence on the return intention of domestic tourists to borobudur temple. this implies the fact that cognitive and affective images during the visit of domestic tourists to borobudur temple affect the level of satisfaction and return intention to this destination. according to the results of this study, there are a number of recommendations given. for the indonesian government and pt twc borobudur as the borobudur temple developer should pay more attention to improving the quality of attractions, accessibility, and amenities at borobudur temple, conducting promotions that will not only attract international tourists but also domestic tourists. it is also important to provide innovation at borobudur temple, because domestic tourists will be more likely to make repeated visits when there are new things for them to experience. for the next research it is necessary to analyze other factors which not examined in this study and are expected to get more information in determining important factors that influence tourist satisfaction and return intention to visit borobudur temple which later can also be implemented in research to other tourist destinations. acknowledgement the authors would like to thank the department of research and community development of president university for the support given in the form of research funding assistance that supports this research well. references allameh, s., khazaei, j. p., jaberi, a., salehzadeh, r., & asadi, h. 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(2017). a model of perceived image, memorable tourism experiences and revisit intention. journal of destination marketing & management, vol. 8, 326-336. https://ekonomi.bisnis.com/read/20190715/12/1124490/pagu-anggaran-2020-rp65-triliun-dialokasikan-ke-pengembangan-pariwisata https://ekonomi.bisnis.com/read/20190715/12/1124490/pagu-anggaran-2020-rp65-triliun-dialokasikan-ke-pengembangan-pariwisata http://smartpls.com/ http://www.kemenpar.go.id/post/siaran-pers-menpar-ungkapkan-tiga-kunci-sukses-datangkan-wisman-ke-diy-dan-jateng http://www.kemenpar.go.id/post/siaran-pers-menpar-ungkapkan-tiga-kunci-sukses-datangkan-wisman-ke-diy-dan-jateng international journal of applied sciences in tourism and events volume 5 issue 1 year 2021 pages 44-52 doi: http://dx.doi.org/10.31940/ijaste.v5i1.2096 url: http://ojs.pnb.ac.id/index.php/ijaste 44 visitor management of dieng cultural festival and millennial tourist satisfaction nungky puspita 1*, i made adhi gunadi 2, vinca bunga virananda 3 1,2,3faculty of tourism universitas pancasila, indonesia *corresponding author: made.gunadi@univpancasila.ac.id abstract: this study aimed to analyze how the management of dieng culture festival attract visitors and examine the influence of dieng culture festival to the millennial tourists’ satisfaction. the methodology of this study referred to descriptive quantitative research methods. questionnaire was used to collect the data to be analyzed using multiple linear regression analysis. satisfaction of millennial tourist can be derived from 42.6% of hard measure and soft measure variable, while the remaining 57.4% of millennial tourists’ satisfaction variables can be derived by other variables not examined in this study. the hypothesis test results proved that the visitor management of the dieng culture festival, which use hard measure and soft measure has a significant and positive effect on millennial tourists satisfaction. keywords: visitor management, hard and soft measure, tourists satisfaction, dieng culture festival history article: submitted 1 january 2021 | revised 28 february 2021 | accepted 10 march 2021 how to cite: puspita, n., gunadi, i. m.a., virananda, v. b. (2021). visitor management of dieng cultural festival and millennial tourist satisfaction. international journal of applied sciences in tourism and events, 5(1), 44-52. doi: http://dx.doi.org/10.31940/ijaste.v5i1.2096 introduction indonesia is a very rich country in tourism and culture. tourism in indonesia grows and develops into one large independent industry. tourism become one of the sectors that can improve the quality and income of an area or a country. tourism can be in the form of service activities that utilize a potential and unique living environments such as: cultural products, historical heritage, beautiful natural scenery and comfortable climate. activities in the field of tourism have a dynamic elements and develop in accordance with the times. hence, the development of tourism greatly assists the development of a region in the form of physical and social community. in act no. 10 of 2009 concerning tourism, it was explained that the tourism environment is an area with tourism as the main function or an area having the potential to develop tourism with important influence in one or more aspects such as: economic, social and cultural growth, empowerment of natural resources, carrying capacity of the environment, as well as defence and security. the development of tourism is inseparable from the support of various tourism facilities. based on act no. 10 of 2009, tourism is various activities supported by various facilities and services provided by the community, entrepreneurs, and government. the role of the availability of facilities is very important in tourism activities. provision of facilities is one of the problems that often occurs in the tourism area. lack of provision of tourism facilities can reduce tourists interest to visit certain tourism destination. the development of tourism cannot be separated from the tourists’ perception or assessment as an important input for the development of tourist facilities. facilities become very important in tourism development which related to tourism marketing and influence the determination of the needs of tourism service facilities which will later be developed for the advancement of a tourist site. perception becomes a motivation for tourists to travel. tourist perception can determine the behavior and level of visitor satisfaction towards specific tourism attractions and can provide http://dx.doi.org/10.31940/ijaste.v5i1.2096 journal of applied sciences in travel and hospitality 45 information in improvising tourist attractions and facilities. the tourists' perception of tourism products indicates the level of availability or services of each tourism product to tourism activities. the perception of visitors or tourists greatly influences the determination of the needs of attractions and tourist service facilities that will be developed. tourist perception is one of the important things in a tourism destination development (zebua, 2018). dieng plateau is one of the national tourism strategic area (kspn) located in central java province which lies between the two districts of banjarnegara and wonosobo regency. with its mountainous region, dieng plateau has a natural tourism attraction namely telaga warna, arjuna temple, sikunir hills, sikidang crater, dieng plateu theater, mount prau, as well as historical and cultural tourism as attraction to spoil the tourists and visitors. dieng plateau has a unique and diverse natural environment, with a stunning landscapes. some beautiful lakes, ancient temples, the unique phenomenon of the dieng crater and mount prau located at an altitude of 2,565 masl (meters above sea level), as the highest peak in the dieng plateau. dieng is the widest plateau after nepal, located in the west of the mount sindoro and mount sumbing complex around 26 km from the center of wonosobo city, administratively located in the border area of banjarnegara and wonosobo regencies, central java. dieng air temperature ranges from 12-21 °c in the daytime and 5-9 °c at night. in the dry season (julyseptember), temperatures can reach -4 °c in the morning (http://dieng.org/). the tourism and culture office (disparbud) of banjarnegara, central java targets tourists’ visitation to reach 2 million visitors. this number has increased compared to 2018 of 1.68 million people. the dieng plateau region still becomes tourists’ favourite to visit banjarnegara. the following is the number of visitors of dieng tourism sites. table 1. the tourist arrivals number in dieng year of 2014-2017 no tourism object 2013 2014 2015 2016 2017 1 dieng 154,689 297,650 348,767 391,469 421,394 2 dieng culture festival – 26,000 60,000 200,000 148,000 these numbers exclude visitors at some other tourist attractions in the dieng region managed by the government of wonosobo regency, such as telaga warna, sikunir hills and mount prau. it turns out that this number has decreased compared to the same period in the previous year at dieng culture festival. head of upt dieng banjarnegara, aryadi darwanto, stated that the decline may be caused due to, among others, the traffic along the way to the tourist attraction of dieng. many tourists are spending most of their time on the road because they are stuck in traffic. dieng culture festival is a cultural festival with the concept of synergy between the indigenous culture elements, dieng natural potential and local community empowerment as the basic mission of the event establishment. the event was initiated by tourism working group involving various elements of society and the organization or tourism related department in dieng. dieng culture festival was first held in 2010, previously better known as the "dieng culture week". in its third year, dieng local community and tourism working group took the initiative to change the name of the event into dieng culture festival (https://www.diengbackpacker.com). a lot of problems need to be addressed by the management of the dieng tourism object for the dieng culture festival event. visitor or tourists satisfaction should become a priority. in fact there are still complaints related to the dieng culture festival such as rubbish problems, inadequate supporting facilities (toilettes) on open trips, and the undisciplined tourists who ignored the rule from the committee so that it disrupts the comfort of other spectators as well as the festivity of the lanterns event. the number of events held at the dieng culture festival in several days requires good visitor arrangements. the visitor settings (hard measure) at the peak event such as the dreadlocks cutting procession, if not well managed, will cause the visitors disappointment who are not able to enjoy the event. likewise, the inaccurate or undeliver information (soft measure) to the visitor will result the unclear schedule of the event. the visitors may arrive late when the journal of applied sciences in travel and hospitality 46 event is over so that they satisfaction will be certainly reduced. these aspects are very interesting to be examined on how the dieng plateau tourism manager carries out the visitor management. according to glasson, et.al., (2013, in albrecht, 2017) the definition of visitor management is to influence the number, type, time and distribution of usage and visitor behavior. actions include managing visitors, group size and length of stay; using prevention and enforcement; communicating with visitors and providing education. it is very interesting to look at tourism segments born in 1980 and 1990 or commonly called the millennial tourists. according to several studies, the characters of millennial tourists are those who are fond of looking for new experiences, including adventure tourism, exploration, and road trips. they tend to be spontaneous, no need too much time for planning, and refer to reviews of tourist destinations on the internet, especially on social media. it is also obvious that the travel bloggers become their reference for travel. this behavior develops into a trend and is increasingly contagious. the other interesting facts is that the millennial tourists prefer a unique, new, authentic, and personalized travel experience. one reason is to make them different from their colleagues (https://travel.kompas.com). millennials may not be all financially strong indeed, but they have plenty of time to travel. tourists in this generation are relatively brave and do not give up on economic problems, political unrest, and others. if there is an opportunity, they will travel, gain experience, and contribute their energy to something positive (wyse 2016). therefore, millennial is a potential tourism consumer. in addition to the ever-increasing numbers, their tourism behavior is also very supportive of the growth of the world of tourism. millennial generation has a different behaviour than the previous generation. millennial are looking for challenges, trying new things, unique, reckless and different despite being hampered by the economy. millennial generation is timeless and spaceless thanks to the rapid development of technology i.e through social media. millennial generation is always successfully making style of traveling so much more interesting (https://phinemo.com/generasi-millenial-ubah-industripariwisata/amp/). based on the background, the researcher is interested to raised an issue entitled “visitor management of dieng culture festival and millennial tourists satisfaction.” methodology the research was carried out at the dieng plateau located in the dieng kulon village area, batur district, banjarnegara regency, and kejajar district, wonosobo regency. the methodology in this study refers to quantitative descriptive research methods. data collection was conducted using questionnaire. the questionnaire was distributed to respondents (tourists visiting the dieng culture festival) with a total sample of 100 respondents using purposive sampling technique. while the data analysis technique uses multiple linear regression analysis with spss tools and hypothesis testing using t test and f test. results and discussions results the dieng culture festival (dcf) event took place in the dieng plateau, dieng kulon village, batur district, banjarnegara regency, central java. various interesting events can be witnessed at this dieng culture festival event, such as jazz on clouds, dreadlocks cutting and many other interesting events. the history of the dieng culture festival begun with the idea of the dieng pandawa tourism working group (pokdarwis, tourism group awareness). this group seeks to combine the concept of culture and nature tourism, with the mission of empowering the dieng community. the first dcf was held in 2010 in collaboration with equator sinergi indonesia, pokdarwis dieng pandawa and dieng ecotourism. but actually, before dieng culture festival, a similar event was also held, namely the dieng culture week held by the community and dieng kulon youth. in the third year of the culture week, the community took the initiative to make a tourism awareness group and change the name of the event to the dieng culture festival. this group is not only active in dcf, but also in journal of applied sciences in travel and hospitality 47 introduce people to the importance of tourism in various perspectives, one of which in economic terms. dcf has a “ruwatan” dreadlocks hair cutting as the highlight of the event. ruwatan is a purification ceremony that has become a custom in java. this ruwatan ceremony is done to get rid of bad luck, disaster and or distress. dreadlocks or droopy haired children are a unique phenomenon. this dreadlocks phenomenon occurs in a number of villages in the dieng plateau. they are indigenous dieng children aged 40 days to 6 years who have dreadlocks naturally and unexpectedly and were not created. once upon a time, when kyai kolo dete arrived at the dieng plateau, he and his wife received inspiration from nyi roro kidul to bring the dieng community to prosperity. the presence of dreadlocks became the benchmarks of their welfare. the dreadlocks of dieng's children are believed to be entrusted of the supernatural authorities and can only be cut after a request from the child concerned. these requests must be fulfilled when the time comes. before the hair cutting ceremony, there will be prayer rituals in several places, including the dwarawati temple, arjuna temple complex, sendang maerokoco, gatotkaca temple, balaikambang lake, bima temple, sikidang crater, cave in telaga warna, pepek river and dieng cemetery. the next day, a parade was taken to the shave. during the tour the village, the dreadlocks children was escorted by elders, community leaders, traditional arts groups, and the community. in addition to dreadlocks hair cutting, dcf has a number of other interesting events, including jazz on the clouds which is now also become a national agenda; dieng film festivals; lantern festivals; drinking purwaceng contest; camping ground; dreadlocks traditional dance; village trekking and reforestation; as well as art and cultural exhibitions. dieng culture festival has succeeded in getting public interest, both domestic and foreign; because the dieng culture festival always presents a blend of traditional art, indie and contemporary culture into a very attractive package, and also performs something new every year. correlation test correlation test aims to prove a significant relationship between visitor management and millennial satisfaction. this analysis is intended to reveal the correlation or relationship between one with another variable. table 2. correlation test results correlations hard measure soft measure millennial tourists satisfaction hard measure pearson correlation 1 .657** .549** sig. (2-tailed) .000 .000 n 100 100 100 soft measure pearson correlation .657** 1 .639** sig. (2-tailed) .000 .000 n 100 100 100 millennial tourists satisfaction pearson correlation .549** .639** 1 sig. (2-tailed) .000 .000 n 100 100 100 ** correlation is significant at the 0.01 level (2-tailed) the correlation test results between hard measure variables with millennial tourists satisfaction obtained r count value of 0.549 with sig. of 0,000. this means that there is a fairly strong and significant relationship between hard measures and millennial tourists satisfaction. while for the correlation between the soft measure variables with the millennial tourists satisfaction, obtained r value of 0.639 with sig. of 0,000, showed there is a strong and significant relationship between soft measures and millennial tourists satisfaction. journal of applied sciences in travel and hospitality 48 multiple regression analysis multiple regression analysis is used to find out how much the independent variable in this study influence the dependent variable. multiple linear regression analysis was conducted using spss version 20.0 and showed in the table below. table 3. analysis of multiple linear regressions coefficientsa model unstandardized coefficients standardized coefficients b std. error beta 1 (constant) 6.117 2.068 hard measure .209 .093 .226 soft measure .563 .116 .491 a. dependent variable: millennial tourists satisfaction based on the results as shown in table 4.2 obtained by the multiple regression equation as follows: y = 6,117 + 0,209x1 + 0,563x2 from this equation can be described as follows: 1) constants (a) = 6,117, shows constant values, if the value of the hard measure and soft measure variable, = 0 or ignored, then the level of millennial tourists satisfaction (y) = 6.117 units. 2) the coefficient of x1 (b1) = 0,209 indicates that the hard measure (x1) variable possitively effects the millennial tourists satisfaction. therefore, every increase of one unit of soft measure, will be followed by 0,209 units of millennial tourists satisfaction. 3) the coefficient of x2 (b2) = 0,563 indicates that soft measure (x2) variable positively effects the millennial tourists satisfaction. thus, every increase of one unit of soft measure, will be followed by 0,563 units of millennial tourists satisfaction. f test the model reliability test or the model feasibility test or popularly referred to the f test (aka model simultaneous test) is the initial stage to identify a regression model estimated to be feasible or not. reliable means that the estimated model is feasible to use to explain the effect of independent variables on the dependent variable. if the value of prob. fcount (spss output shown in column sig.) is smaller than the error rate (alpha) of 0.05 (determined), it means that the estimated regression model is feasible, whereas if the value of prob. fcount higher than the error rate of 0.05, the estimated regression model is not feasible. f test results can be seen in the anova table below. value of prob. fcount is shown in the last column (sig.) table 4. fcount anovaa model sum of squares df mean square f sig. 1 regression 451.614 2 225.807 37.753 .000b residual 580.176 97 5.981 total 1031.790 99 a. dependent variable: millennial tourists satisfaction b. predictors: (constant), soft measure, hard measure value of prob. f count (sig.) as shown in the above table value is 0,000 less than the significance level of 0.05, so it can be concluded that the linear regression model estimated is journal of applied sciences in travel and hospitality 49 appropriate to be used to explain the effect of dcf visitor management (hard measures and soft measures) on millennial tourists satisfaction. t test t test was conducted to partially test whether the hard measure and soft measure variables significantly influence the level of millennial tourists satisfaction. the value of tcount will be obtained using spss software 20.0 for windows, to be compared with ttable at the level of  = 5% (twoway test) i.e. 1.985. table 5. t test coefficientsa model t sig. 1 (constant) 2.958 .004 hard measure 2.241 .027 soft measure 4.858 .000 a. dependent variable: millennial tourist satisfaction table 5 showed each effect of hard measure and soft measure to the millennial tourists satisfaction. the requirements of test criteria were as follows: h0 is accepted if tcount < tcount at  = 5% h0 is rejected if tcount > ttable at  = 5% it also shows that the tcount of hard measure variable (x1) was 2.241 with the significant value of 0.027. this means that tcount 2.241 > ttable 1.985 with the significancy of 0.027 < 0.05. thus, it can be concluded that hard measure variable significatly effect the millennial tourists satisfaction level. h0 : partially no significant effect of hard measure variable on millennial tourists satisfaction level. ha1 : partially found a significant effect of hard measure variable on millennial tourists satisfaction level. from the test results of hard measure variable, it can be concluded that h0 is rejected while ha1 accepted. moreover, table 5 showed that for the variable of soft measure (x2), it is obtained that tcount of 4.858 with a significance value of 0.000. this means tcount 4.858> t table 1.985 with 0.000 significance <0.05. thus it can be concluded that the soft measure variable significantly effects the millennial tourists satisfaction. h0 : partially no significant effect of soft measure variable on millennial tourists satisfaction level. ha2 : partially found a significant effect of soft measure variable on millennial tourists satisfaction level. then, the hypothesis of soft measure concluded that h0 is rejected while ha2 accepted. the coefficient of determination (r2) this coefficient of determination is used to find out how much the effect of independent variables can explain the variation of its dependent variable. table 6. the coefficient of determination journal of applied sciences in travel and hospitality 50 model summaryb model r r square adjusted r square std. error of the estimate 1 .662a .438 .426 2.44565 a. predictors: (constant), soft measure, hard measure b. dependent variable: millennial tourists satisfaction discussions from the calculations using spss program, the coefficient of determination was obtained 0, 426. this means that 42.6 % of millennial tourists satisfaction can be explained by hard and soft measure variables, while the remaining 57.4 % can be explained by other variables not examined in this study. visitor management of dieng culture festival dieng culture festival is a special annual event held at dieng plateau featuring a variety of arts and culture, with dieng childrens’ dreadlocks hair cutting as its main event. the uniqueness of this ritual is that the hair cutting should be done after requested by the children. thousands of visitors also enjoyed the jazz on clouds event, lanterns festival and fireworks, sme products exhibition, traditional arts, and others. positive performance continues to be shown by dcf. as one of the tourism attractions, this event always successfully invites tourists to come. the dcf management has carried out various ways in managing the visitors including parking arrangements and special routes for pedestrians to avoid traffic congestion, dividing several tourism/festival zones to manage the flow of tourist visits. the management also conduct some promotion strategies by offering other travel packages, providing information on less popular areas to visitors, and installing the street signs clearly to facilitate visitors. in managing the dieng culture festival event, several media have been used as promotional channel strategies considered effective and efficient in introducing services or products to the public. the dieng pandawa tourism working group chose a variety of media that are widely used and seen by the community. the communication channel used by dieng pandawa tourism working group were online travel agent media, websites, social networks, booklet, collaboration with government, provincial and regional stakeholders, cooperation with tourism bureaus, and cooperation with the mass media through the published news. these media were considered to be very effective to promote this event. the effect of hard measure on the millennial tourists satisfaction based on the respondents' results, the highest hard measure variable agreed was “the vehicle parking arrangements and special routes for pedestrians to avoid congestion during dcf” with a mean of 4.35. when the event took place, most of the respondents experienced the traffic congestion. therefore, they expect dcf to find solution to resolve the congestion. the hard measure variable obtained with h0 rejected while ha1 accepted. thereby, the increase of the hard measure will result to the increase of millennial tourists satisfaction at the dieng culture festival. the results of this study support the previous research by zebua (2018) on tourists perception to the tourism attraction facilities at dieng plateau, central java province. tourists perception to the tourism attraction facilities at dieng plateau was that they feel very satisfied with the price variable at the shopping place and the availability of worship facilities. while tourists feel that there are some very important tourism facilities variable to be provided around the tourism area, namely lodging facilities, quality and completeness of lodging facilities, lodging prices, availability of food and drink facilities, availability of public toilet facilities, information center services, availability of safety control posts, and safety supervision services. based on the results of descriptive analysis, it was showed that tourists are agree and appreciate the visitor management in the form of a hard measure at the dieng culture festival. the efforts by the management got a very positive response from visitors, especially on vehicle parking arrangements and special routes for pedestrians to avoid congestion during the journal of applied sciences in travel and hospitality 51 dcf. the dcf management also divided some tourist/festival zones by arranging the flow of tourist visit. so that visitors can be more focus on enjoying the attractions. the effort was well carried out by the management so that it affected the comfort and satisfaction of tourists. the effect of soft measure on the millennial tourists satisfaction based on the results of respondents’ responses on the soft measure variable, the most statement agreed was “the dcf management installs the street signs clearly to facilitate visitors heading to the desired tourist destination” with a mean of 4.29. the addition of street signs was prepared for this event which allows visitors to visit the places they don't know yet. the hard measure variable was obtained by h0 rejected while ha2 accepted. thereby, the increasing of soft measure will result in the increasing of millennial tourists satisfaction at the dieng culture festival. the results of this study support previous research by kirom (2016) who examined the determinant factors of the cultural tourism attractiveness and its effect on tourist satisfaction, which stated that the promotion factor become the consideration and expectation for potential tourists to visit a certain tourism destination. the promotional factors felt by tourists are in accordance with the expectations of tourists itself. this was shown by the answers with high scores, which were higher than the answers with low scores, and the comparison of the results is not far from the answers of the tourists expectations. millennial tourists satisfaction to dieng culture festival based on soft measure, the dcf management provides fast and clear services at every event, and also the availability of information on less popular area for visitors and other promotions by offering other tourist package attractions, dcf managers clearly install street signs to facilitate visitors heading to the desired destination. these steps increase millennial tourists satisfaction level during dieng culture festival. conclusions dieng culture festival is an annual event that successfully attracts thousand of tourists and visitors. therefore, dcf requires visitor management during the event. dcf visitor management has implemented vehicle parking arrangements and special routes for pedestrians; divided several tourist/festivals zones to arrange the rute flow of tourist; provided information about conservation to give understanding and experience of tourists, gave the information on less popular areas to the visitor, offered another attraction, and installed some street signs. visitor management consisted of hard and soft measures have a significant and positive effect on the millennial tourists satisfaction. millennial tourists satisfaction can be explained by hard measure and soft measure variables by 42.6% while the remaining 57.4% can be explained by other variables not examined in this study. from these conclusions, it is recommended that the dieng culture festival management need to maximize 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(2015). metode penelitian kuantitatif dan r & d. bandung: pt alfabeta. ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 140 promoting buleleng tourism through lovina festival putu ratna juwita sari department of state administration, faculty of social and political sciences, universitas pendidikan nasional (undiknas university) email: ratnajuwita@undiknas.ac.id abstract tourism in the buleleng regency, in north bali, is in a process of development so that it is expected to be able produce products of tourism as rapidly developing as the south bali. the research method which will be used in this research is the method of qualitative using data gathering technique, observation, interviews and documentation. the result of this research shows the inadequacy of promotional media in use, which resulted in less enthusiasm from visiting tourists. the government of buleleng regency has launched an intensive campaign with an aim to develop object of tourism and also holding festivals expected to be able to attract tourist to come. one of the festival is the lovina festival which aims to promote the tourism of buleleng regency to improve the economy of buleleng citizen and increasing the locally-generated revenue. the objective of this research is to learn the precise and effective promotion to implement to attract the interest of tourist to spend their vacation in buleleng regency especially on the lovina region. keywords: market segmentation, marketing strategy, promotion, festivals. introduction tourism is one of the largest contributor of foreign exchange in the non-oil and gas sector. in indonesia itself, tourism is developing constantly with innovation and discovery of tourist attraction being one of the most sought after aspect. one of the province which lives revolves around tourism is the island of bali, which is also known as the famous island of thousand temples and has a culture based on the principles of hinduism. bali has a beautiful natural blend and a unique culture. each region in bali has its own unique culture and tradition so tourism in bali is varied and interesting to enjoy. according to the data from badan pusat statistik provinsi bali (bali province’s central bureau of statistic) in 2016, foreign tourist who visit bali is dominated by tourist from australia with as a many as 1,143,157 people visiting, followed by china with mailto:ratnajuwita@undiknas.ac.id ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 141 990,771 people, japan with 235,009 people, united kingdom with 221,521 and finally india with 187,351 people. the increase of tourists arrival from the previous year was 18.2% for australian tourists, 43.9% for chinese tourists, 3.0% for japanese tourists, 32.2% for british tourists and 57.0% for indian tourists. the increasing number of tourist is expected to be accompanied by tourist spending that will affect balinese people through thorough tourism multiplier effect. the impact of tourism is felt by the entirety of bali’s population. today, the center of bali’s tourism sector is located on the southern side, specifically on the region of badung and denpasar. the reason for this is due to the region’s natural beauty, including its beaches, the custom of its people and because it is supported by a complete infrastructure and supporting facilities. access to the island of bali is usually done through the ngurah rai international airport which is located on the regency of badung. it has become the first choice among tourists, whether foreign or domestic. infrastructure such as bypass and toll ways are built to support tourism and reduce traffic congestion. badung and denpasar also offers many amenities such as hotels, restaurants and supporting facilities such as watersport activity, spa and traditional balinese dance. the quick development of southern bali’s tourism is a far cry from the northern side, which includes buleleng. buleleng has a diverse and varied tourist attraction, but because of its distance from denpasar, the number of visiting tourist suffers. the tourist attractions in buleleng include the gitgit waterfall, sekumpul waterfall, banjar hot spring, lovina beach, pemuteran and many more. buleleng regency also has variety of culture and manmade tourist attraction such as krisna funtastic land. even with all these diverse and interesting attraction, the number of tourist visitors is yet to reach the set targets. one of the promotion made by buleleng’s tourism agency is to hold several festivals such buleleng festival which is enjoyed more by local resident and the lovina festival that aim to introduce the wealth of tourism in buleleng regency to visiting tourists. lovina festival has become a regular event and is held every year on the lovina beach which is considered to be the center of buleleng tourism activity. ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 142 the lovina festival is held from from 14 to 18 september 2017 and its theme is “enjoy the difference.” it aims to increase the quality of buleleng’s tourism promotions, providing more optimal added value for the effort of increasing populist economy and locally-generated revenue and also to open jobs within the tourism sector of buleleng regency. activities undertaken include performance and cultural art parade, gallery of tourism potential and creative industry, lovina color run and many more. despite the many activities being held and intensive promotional campaign, the numbers of tourist visiting buleleng is still unable to reach the set target. therefore, the author is interested in doing research about the effective promotion to sell the tourism of buleleng regency through the lovina festival event. literature review definition of tourism according macintosh and goeldner is the sum of the phenomena and relationships arising from the interaction of tourists, business suppliers, host goverments and host communities in the process of attracting and hosting these tourists and other visitors. mathieson and wall (1982) also says that created a good working definition of tourism as the temporary movement of people to destination outside their normal places of work and residence, the activities undertaken during their stay in those destinations and the facilities created to cater to their needs. based on unwto there are three criteria are used simultaneously in order to characterize a trip as belonging to tourism. the displacement must be such that  it involves a displacement outside the usual environment: this term is of utmost importance and will be discussed later on;  type of purpose: the travel must occur for any purpose different from being remunerated from within the place visited: the previous limits, where tourism was restricted to recreation and visiting family and friends are now expanded to include a vast array of purposes;  duration: only a maximal duration is mentioned, not a minimal. tourism displacement can be with or without an overnight stay. we shall discuss the particularity of in transit visits, from a conceptual and statistical point of view. ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 143 motivations, push factors, and pull factors of tourism according to mcintosh dan goeldner (1986) there are four groups of tourist motivation to do travelling (1) physical motivators, including those related to physical rest, participation in sports, need for recreation at a beach, and those motivations directly connected with a person’s bodily health; (2) cultural motivators concerning the desire to gain knowledge about other countries in term of cultural activities; (3) interpersonal motivators, including a desire to meet new people, visit friends or relatives, get away from routine conventions of life or to make new friendships; and (4) status and prestige motivators, related to self-esteem and personal development. ryan (1991 in pitana, 2005) explained about the push factors why the tourists doing tourisms are: (1) escape, (2) relaxation,(3) play, (4) strengthening family bonds, (5) prestige, (6) social interaction, (7) romance, (8) educational opportunity, (9) selffulfilment, and (10) wish-fulfilment. in the other hand the pull factors why peoples chooses to come to tourists destination areas: (1) weather/climate destination, (2) transportation/accessibility, (3) tourist attractions, (4) amenities, (5) ancillaries and (6) environment including nature and hand made envinronment. market segmentation according to kotler cited by i gusti bagus rai utama (2017), market segmentation is subdiving of the market info distinct, subsets of customer, where any subject may conceivably be selected as a target market to be reaches in a distinct marketing mix. there are some indicators using for doing segmentation such as geographic segmentation, demographic segmentation, psychographic segmentation and behavior segmentation. on this research, the author will using geographic segmentation based on the tourist characteristic by looking which counties they had come. marketing mix the definition of marketing mix is the process of marketing or distribution of goods requires particular attention of management because production has no ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 144 relevance unless products are sold. marketing mix is the process of designing and integrating various elements of marketing in such a way to ensure the achievement of enterprise objectives. according to philip kotler, ‘marketing mix is the mixture of controllable marketing variable that the firm uses to pursue the sought level of sales in the target market. he introduced the combination of four p’s (product, price, promotion and place) and in the late 70’s it was widely acknowledged by marketers that the marketing mix should be updated. this led to the creation of the extended marketing mix in 1981 by booms & bitner which added 3 new elements to the 4 p’s principle. tourism itself slightly different with other company because what the product of the tourism are services.this is the application seven p’s on tourism: a. product the product is the collection of services that have features and benefits. standard features and benefits include the normal amenities of a hotel room, for example. good marketing adds special features, such as free activities or free internet. b. price the price has to match the product, but good marketing makes the price seem more attractive. the operator can either add features to the product and keep the price the same or give a discount for the same features. c. promotion the promotion gives details of the product and the price the promotion has a target market, and the method and content of the promotion has to appeal to the people who it reaches. the price the members of the target market are willing to pay has to cover the cost of the promotion. purposes to do promotion is to guide the general public into buying a specific product or service within the market. basically, there are five elements involved in promotional mix,  advertising advertising is defined as any paid form of non-personal presentation and promotion of ideas, goods, and services by an identified sponsor.various ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 145 advertising media – television, radio, newspapers, magazines, outdoor means and so forth – are used for advertising the product.  sales promotion sales promotion mainly involves short-term and non-routine incentives, offered to dealers as well consumers. the popular methods used for sales promotion are demonstration, trade show, exhibition, exchange offer, seasonal discount, free service, gifts, contests, etc.  personal selling personal selling includes face-to-face personal communication and presentation with prospects (potential and actual customers) for the purpose of selling the products. it involves personal conversation and presentation of products with customers. it is considered as a highly effective and costly tool of market promotion.  publicity according to william j. “publicity is any promotional communication regarding an organisation and/or its products where the message is not paid for by the organisation benefiting from it.”  public relations william stanton defines that “public relations activities typically are designed to build or maintain a favourable image for an organisation and a favourable relationship with the organization’s various publics. these publics may be customers, stockholders, employees, unions, environmentalists, the government, and people in local community, or some other groups in society d. place place refers to the location where the customer buys the collection of services. mostly, the operator who sends out the promotion uses it to encourage the potential customer to visit the operator's location and complete the purchase. e. people since the product is a collection of services, the people who provide the services are a key to the success of the transaction. operators must have top-level service to initially complete the sale and to encourage repeat customers. ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 146 f. processes the delivery of service is usually done with the customer present so how the service is delivered is once again part of what the consumer is paying for. g. physical evidence if possible, the provision of physical evidence that the customer experienced the particular tourism product can help sales. providing professional photographs of the customers at key events or the supply of branded products are effective strategies for promoting particular tourism products. research method the research method which will be used in this research is the method of qualitative description by purposive sampling to determine the appropriate informants based on the aims of this research. data collection technique by observation, interviews and documentation. validation of this research is data triangulation of data with researchlocation in lovina area where the lovina festival held by the government of buleleng regency. results and analysis excecution of lovina festival 2017 the implementation of lovina festival 2007 took place from september 14, 2017 to september 18, 2017 in lovina region which is divided into 5 zones: zone 1 traditional stage, at east stage in kalibukbuk village, zone 2 modern stage, at west stage in kaliasem village, zone 3 lovina east parking park, zone 4 kaliasem field and zone 5 apik parking lot lovina festival 2017 were combine with sail indonesia yatch rally tourism which ran from september 9th to september 15th, 2017 with 23 ships and held by aswindo (indonesian sail tour association). then on september 16 september 19 continued with wonderful sail to indonesia 2017 organized by yayasan cinta bahari antar nusa with the number of 67 ships from 15 countries. the implementation of lovina festival 2017 has the following purposes and objectives: ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 147 objectives: a. to improve the quality of tourism promotion for buleleng regency, especiallyin lovina beach area and other supporting villages to domestic tourists and foreign tourists b. to provide an optimal added value for efforts to improve the economy for entire communities of buleleng regancy in order to felt the "multiplier effect" caused by the event lovina festival 2017. c. increase original regional income (pad) and the availability of employment in tourism at buleleng regency. purpose: a. increase the number of tourist to visits buleleng regency, especially in lovina beach area, b. to increase total tourist expenditures during their stay at buleleng regency, c. to provide motivation for investment in tourism in buleleng regency d. improve the welfare of the communities in buleleng regency the theme of lovina festival 2017 is "enjoy the difference" which means buleleng regency with all its characteristics has tourism potential which is very different from other tourism potential in bali province, therefore the vendor of buleleng tourism invites tourists to come to buleleng and enjoy the difference of tourism ambience in buleleng regency lovina festival festival 2017 contains various activities aimed to promoted buleleng regency, among others, by holding cultural parade such as cultural dances, megebeg gebegan, bamboo handicraft, legong dance, traditional woven (endek)fashion show, jogged mebarung and so forth. other activities carried out in the form of music performances by balinese musicians, competitions and booths which contain information about tourism that exist in buleleng regency. market segmentation based on tourist characteristics based on tourism government office of buleleng regency data in 2017, the number of tourists visiting buleleng to saw tourist attraction and festival in buleleng regency are mostly came from the netherlands, germany, france and australia.it was ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 148 suitable when the types of attractions that exist in buleleng regency compared to tourist characteristics seen from the characteristics below: a. french tourist characteristics :  interested in traditional culture, social institutions, drama dance, music, art, traditional and religious ceremonies and rural ambience  interested in studying and visiting specific tourist attractions especially archaeological sites, ancient temples and commercialized places.  excited to try new experiences and activities fiber tends to adventure.  prefers to speak french even though they can speak english. b. netherland tourist characteristics :  the strong historical relationships, like visiting places to remember like the family who used to live and work in the plantation or the grave of their ancestors. all this information obtained from the history that they learned from the scheme.  prefer specific and accurate information, but disappointed if the information is incorrect.  discipline, obey rules, be friendly, like humor but not always open, frankly in giving comments and reactions.  very interested in the forms of culture and beautiful scenery and the developments that occur.  eager to see historical buildings about the dutch past in indonesia. c. germany tourist characteristics :  interested with the area with it original version, pure and want to know the attraction to completion.  interested in traditional culture, religious ceremonies, dances, historical places, beautiful scenery and likes to compare traditional cultures with each other.  liked the journey of fellow countrymen, they prefers not to join with other nations.  discipline, meticulous, have good organization, commitment, and intellect. d. australian tourist characteristics :  liked cheap prices and not too concerned with luxury facilities and services ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 149  liked the beach and traditional culture  liked the trip individually (backpacker) and less like groups  australian youth love night life like club. effective promotion to attract tourists' interest promotion media used by the regency government in marketing tourism through lovina festival series activities is still less than the maximum seen from the number of tourist visits consisting of 20.440 people domestic tourists and local communities and 950 foreign tourists. promotional activities that have been done through mass media such as newspapers, electronic newspapers and social media such as instagram. it is expected that in the future lovina festival already has an official website that contains details of activities that are easily explored by potential tourists. personal selling can also be done through table top activities that are usually held local government. in addition, the need for cooperation with the provincial government of bali for lovina festival can be incorporated into the annual festival agenda and promoted to all over indonesia and the world as promotion. conclusion the conclusion that can be drawn from the above discussion is that the implementation of lovina 2017 which aims to promote tourism in buleleng regency has been done well by utilizing conventional media campaign and social media. determination of market segment is also very crucial to know in order to prepare effective and effective promotion. suggestions in the implementation of the next lovina festival is more to do the utilization of technology such as creating a special website lovina festival containing details of activities, promotion of attractions, the introduction of the culture of buleleng regency is easily traced by potential tourists. ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 150 references cooper, c.j. fletcher., d.gilbert, and s wanhill (edited by r.sheperd). 1998. tourism; principles and practice, second edition, usa: addison wesley longman, ltd. dinas pariwisata kabupaten buleleng. 2017. tingkat kunjungan wisatawan di kabupaten buleleng. hsu, cathy h & t poers. 2001. marketing hospitality, third edition, usa; john wiley & sons. kotler, p et al. 2002. pemasaran perhotelan dan kepariwisataan, edisi ke dua, versi bahasa indonesia. jakarta: pt prenhallindo. matheison, a dan wall, g. 1982. tourism: economic, physical and social impact. harlow: longman. mcintosh, r.w. and goeldner, c.r. 1986. tourism principles, practices philoshopies. ohio : gris publishing pitana, i gde dan i ketut surya diarta. 2009. pengantar ilmu pariwisata. yogyakarta: penerbit andi. pitana, i gde dan putu g gayatri. 2005. sosiologi pariwisata. yogyakarta: penerbit andi. utama, i gusti bagus rai. 2017. pemasaran pariwisata. yogyakarta: penerbit andi. international journal of applied sciences in tourism and events issn: 2580-5592, vol 4, no 2, 2020, pp http://dx.doi.org/10.31940/ijaste.v4i2.1965 140 green supplier selection practices and its implications of green purchasing: case study at 5 stars hotel in bali i ketut astawa1*, i ketut budarma2, and cokorda istri sri widhari3 tourism department, politeknik negeri bali, indonesia1,2,3 ketutastawa@pnb.ac.id1*, ketutbudarma@pnb.ac.id2, widhari@pnb.ac.id3 article history received on july, 24th 2020 revised on december, 3rd 2020 accepted on december, 28th 2020 abstract purpose: this study is to examine the practice of selecting green suppliers conducted by companies to be environmentally friendly and how these practices have implications for purchasing green products in 5-star hotels in bali. research methods: the study is guided by the green supply chain management model and the green selection model. a descriptive research design is used. data were collected using a questionnaire. the population consists of 63 employees from companies that supply room supplies, food & beverage, chemical, and spa. data were analyzed using spss and presented using tables, graphs, frequencies, and percentages. results and discussions: the selection of environmentally friendly suppliers had a positive and significant effect on the implementation of environmentally friendly purchases. the implications of selecting green suppliers create new market opportunities. hotel cooperation with suppliers is getting closer and mutually committed to operational purchasing activities. conclusion: green supplier selection is a major factor that influences the implementation of green purchasing at 5 stars hotel in bali. keywords: green supply chain management, green supplier selection, green purchasing introduction pollution issues have become more and more local, national, and global concerns, especially in developing countries where many of the non-regulatory factors that reputedly motivate firms to improve environmental performance are relatively weak. fewer regulations and enforcement are less effective (blackman, 2010; ling, c. h. ; khor, 2002; najam, 2005). furthermore, competing in the global market increasingly requires products that are not only innovative but also environmentally friendly (coyle j.j., thomchick e.a., 2015; smith, n., halton, a. and strachan, 2014). this obligation has led to a focus on creating green supply chains where companies adopt practices that minimize environmental damage (aneyrao, t., & ahemad, 2014; zhang, x., ma, x., & wang, 2012). green supply chains require integrating environmental thinking into supply chain management, including product design, procurement, 141 and selection of materials, manufacturing processes, delivery of final products to consumers, and management of products whose economic and technical periods have ended (srivastava, 2008). many levels of management will be involved during the implementation and ongoing operations phase relating to the selection of green suppliers that end in the decision to green purchasing by the user. the top-level will examine more strategic issues from the relationship, while middle and line managers will manage day-to-day operations. communication often occurs either person-to-person or electronically to track the movement of goods and the effectiveness of interfaces between companies in the supply chain. flexibility or assuming short-term difficulties may be needed for the benefit of the supply chain. however, this is expected to balance the length of the relationship (gardner, j., & cooper, 1988). purchasing and logistics managers must utilize their unique position and knowledge to play a leadership role in the design and implementation of integrated supply chains. both purchasing and logistics have contract negotiation experience and deal with external suppliers in general that can be used in forming supply chain relationships. information about the external environment is collected by these two functions and passed on to the company. the traditional role of purchasing and logistics personnel as inventory managers, information gatherers, and information dissemination, and negotiators must serve the company well in the new atmosphere of supply chain management. the process of managing product supply chains is then often referred to as supply chain management. supply chain management is a network of companies that jointly work to produce and deliver products to end customers (pujawan, i nyoman and mahendrawathi, 2017). supply chain systems that are used in the hospitality industry now tend to implement long term relationships with suppliers and trust fully in these suppliers. a supplier is a party that provides input, in the form of goods needed in production activities (pujawan, i nyoman and mahendrawathi, 2017). meanwhile, green suppliers are to help companies achieve a balance between economic and environmental performance, reduce the impact of products and services on the environment, and foster an environmental image. this aims to reduce the negative impact on the environment (sarkis, 2001). green supply chain management practices involve organizations assessing the environmental performance of their suppliers, requiring suppliers to undertake measures that ensure the environmental quality of their products, and evaluating the cost of waste in their operation systems (handfield, walton, sroufe, & melnyk, 2002). green supply chain management and its implication toward green purchasing is an interesting topic because the ''green'' icon will be able to create high-quality, fast products and ecofriendly. therefore, many studies conduct research related to this topic. the green supply chain management process in hospitality business practices especially in the hospitality industry in indonesia is also an interesting topic to discuss. this is because the hotel industry has long been developing to contribute to the country's foreign exchange. likewise, the development of the hospitality industry in bali. each 5-star hotel has a target market and uniqueness as a competitive advantage. to ensure the hospitality industry gets raw materials from environmentally friendly suppliers, one of the phenomena that are carried out is through the green supply chain selection approach, so that later the goods and services provided to guests have followed the environmentally friendly process. green purchasing activities in the public and private sectors usually take four main approaches: purchasing of products or services labeled as environmentally friendly, in-house product/service evaluation, third party product/service evaluation, and supply chain initiatives. these approaches often begin in the administrative, procurement, environmental, or operational departments of private companies. green procurement activities often depend on product standards, labels, and certifications that declare environmental attributes or product performance. driven by bottom-line performance, the hospitality chain industry sees green purchasing as a logical part of effective purchasing and supply chain management practices. private companies often use internal and third-party evaluations to make green information procurement decisions. however, private businesses are reluctant to carry out green 142 procurement activities unless there are business benefits that are demonstrated for themselves and/or their customers (sarkis, 2012). the purchasing department is responsible for obtaining information about the goods, determining suppliers for procurement of goods, and issuing purchase orders to selected suppliers. the purchasing system is a transaction activity carried out by the company to meet the needs of products or raw materials from suppliers (galloway, l., rowbotham, f., & azhashemi, 2012). the results of previous studies (astawa, astawa, & susyarini, 2017) showed that the level of efficiency for the purchase of food and beverages in star-rated hotels in bali was calculated using the detailed economic order quantity (eoq) method starting from the cost of ordering, storage costs, and other costs using the number of goods ordered in each order and frequency of goods ordered during procurement. previous research results related to green purchasing capabilities, such as manufacturing, finance, intra-organizational capabilities, and integration, were found to have a significant positive effect on green purchasing practices. however, the ability of innovation does not significantly affect green purchasing practices. regulation, customer, and competitor pressure positively moderate the relationship between capabilities and green manufacturing practices (foo, meow yee., kanapathy, kanagi., zailani, suhaiza., and shaharudin, 2019). furthermore, the implications of the findings related to the moderating effect can be used to help policymakers, especially in setting the right policies and strategies to improve green purchases. other research result shows that green purchasing is associated with various positive benefits for individuals and organizations; this includes eliminating waste costs and/or hazardous material management, positive community relations, improving employee health, reducing solid waste, conserving water and protecting natural resources (maris g. martinsons, andy k.y. leung, 1996). previous findings from research on business in the hotel industry found that hotel management build a network with hotels, bars, and restaurants that implement green business practices and integrate residents, government, and private sector and traditional villages. this shows that environmentally friendly business practices are used as a tool to enhance hotel competitiveness by collaborating with fellow hotels that carry green (astawa, i. k., budarma, i. k., widhari, c. i. s., & suardani, 2019). the previous study suggests that before a green purchasing program can be implemented, current purchasing practices and policies must be reviewed and assessed (lozano & vallés, 2007). a life cycle assessment of the environmental impact of a product or service is required and a set of environmental criteria on which to base purchase and contract decisions must be developed. the result is a periodic green purchasing policy that is integrated into plans, programs, and other organizational policies. green purchasing policies include priorities, duties, responsibilities and accountability, communication plans, and promotions. based on this explanation, it is expected that the development of environmentally friendly hotel industry businesses in indonesia in general and in bali, particular will increase. this development provides a good opportunity for business suppliers who supply the needs of the hospitality industry. this article will try to look at opportunities for the integration of environmentally friendly supplier selection by fulfilling green raw materials for the needs of the hospitality industry. the purpose of this study is to examine the practices of selecting green suppliers conducted by companies to be environmentally friendly and how these practices have implications for purchasing green products in 5-star hotels in bali. thus, it can be seen how hotel management can utilize the integration of green supply chain management and green hotels as a tool of competitive advantage in running and maintaining their business going forward. based on the description and support of the previous research results presented above, some problems are described as follows: (1) how is the implementation of green supplier selection practices in 5-star hotels in bali? (2) how is green supplier selection related to green purchasing implementation in 5-star hotels in bali? (3) what is the implication of green supplier selection practices on green purchasing on 5-star hotels in bali? 143 research methods supplier selection is the process by which firms identify, evaluate, and contract with suppliers. to avoid results that are not in line with the expectations of the supplier, the buyer usually takes proactive steps to verify the supplier's qualifications before giving them a contract (ishak, dziyauddin, & abdullah, 2015). buyers can contact previous customers and ask about supplier delivery performance, compliance with contract terms, what problems (if any) arise, and how the problem is resolved. buyers, in this case, the management of 5-star hotels in bali, may require that suppliers have tri hita karana (thk) or iso (or similar) certification, which shows that suppliers have policies, procedures, documentation, and training to ensure continued compliance with quality standards. purchases must focus on selecting quality suppliers and thus, the assessment of successful green suppliers must value suppliers rather than products (buck, 2014). from the description above, the conceptual framework of this study is as shown in figure 1. figure 1. conceptual framework this research is a descriptive study using two stages, namely qualitative and quantitative approach. descriptive surveys are carried out starting from the collection, measurement, and analysis of data, then plans arranged to get answers to research questions (creswell, j. w., & creswell, 2017). descriptive research answers questions about the subject, location, time and method of a particular event. the purpose of using this method is to describe the nature of a situation, as it existed at the time of the study, and to explore the causes of certain phenomena. this study uses qualitative research methods because we need some information from the field from the bottom. the informants in this research are the management and operational staff of the purchasing, receiving, inventory of f&b, room supplies, chemical, and spa from the suppliers. informants were determined using a purposive sampling technique (miles, m. b., & huberman, 1994). the process of qualitative data analysis can be shown in figure 2. 144 figure 2. qualitative data analysis process (source: miles and huberman, 1992) the target sample consists of 75 employees from a 5-star hotel and supplier. of the 75 respondents targeted by this study, 63 answered representing the 84 percent respondent rate. data collection is done by observation, interviews, and questionnaires. the collected data were analyzed using excel 2016 and a statistical package for social science (spss version 23) to generate descriptive data presented using tables, graphs, frequencies, and percentages. in the first step, data is analyzed by linear regression in green supplier selection on green purchasing implementation, then the second step, examine the implication of green purchasing with descriptive qualitative. result and discussions the discussions on the practice of selecting green suppliers and their implications for green purchases begin with an explanation of the educational level of the respondent. then, the implementation of green supplier selection practices, followed by a discussion on green supplier selection related to the implementation of green purchases, and finally the discussion on the implications of green supplier selection practices on green purchases. the education level of respondents this study tried to show the level of education of respondents as presented in figure 3. there are 24 percent of respondents had high school / vocational high school certificates, 30 percent had diploma qualifications, and 46 percent had bachelor's degree qualifications. this shows that respondents have sufficient knowledge and skills needed to assess criteria in selecting green suppliers and understand their implications for implementing environmentally friendly purchases at 5-star hotels in bali. figure 3. education level of respondents the implementation of green supplier selection practices green supplier selection practices based on data collected and grouped, there are seven practices as shown in table 1, on a likert scale with categories 1 = strongly disagree, 2 = disagree, 3 = neutral, 4 = agree and 5 = strongly agree. 145 table 1. descriptive analysis of green supplier selection practices no green supplier selection practices n mean std. error std. dev 1 a long-term relationship will bring cost advantages 63 4.2540 .07828 .62135 2 the supplier is committed to the hotel 63 4.4444 .07766 .61638 3 choosing suppliers by environmental criteria 63 4.2063 .08208 .65152 4 supplier understands hotel needs 63 4.4762 .07792 .61846 5 payment flexibility is the right payment method 63 4.1429 .08722 .69229 6 promote the team with green commitments 63 4.1111 .07543 .59868 7 order flexibility is the right ordering method 63 4.1111 .09083 .72091 source: primary data, processed (2020) table 1 shows that all average scores above 4.0000 mean that hotel management agrees that all categories are factors to be considered in the selection of green suppliers. the category of suppliers understanding hotel needs is highly rated with an average score of 4.4762 and a standard deviation of 0.61846. this shows that suppliers are committed to the hotel, and with the category of selecting suppliers based on environmentally friendly criteria, it is possible to build long-term cooperation that will later be expected to bring benefits primarily related to costs. green supplier selection related to green purchasing implementation the steps in the analysis of the influence of green supplier selection on green purchasing implementation were carried out through tests of the validity, reliability, and normality of research instruments. the test results fitted the criteria and regression models. furthermore, a series of linear regression output results are presented in table 2, table 3, and table 4. table 2. determination coefficient test results model summary model r r square adjusted r square std. error of the estimate 1 .657a .431 .422 1.367 a. predictors: (constant), green supplier selection table 2 shows that the correlation value (r) was 0.657. from the spss output obtained a coefficient of determination (r square) of 0.431 shows that 43.1 percent of the green purchasing implementation variable is explained by a green supplier selection variable. table 3. test results f anovaa model sum of squares df mean square f sig. 1 regression 86.377 1 86.377 46.204 .000b residual 114.036 61 1.869 total 200.413 62 a. dependent variable: green purchasing implementation b. predictors: (constant), green supplier selection 146 from these outputs, the calculated f value of 46.204 with a significance level of 0.000<0.05, then the regression model can be used to predict the participation variable. that means, there is an influence of the green supplier selection variable on the green purchasing implementation variable. table 4. regression analysis output model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) 6.459 1.537 4.203 .000 green supplier selection .793 .117 .657 6.797 .000 a. dependent variable: green purchasing implementation based on the calculation results in table 4, the value of constant is 6.459 at p-value 0.000 which less than 0.05, and the value of the regression coefficient is 0.793 at p-value 0.000 which less than 0.05. the equation of the linear regression model becomes; y = 6,459 + 0.793x. the analysis indicates a positive and significant relationship between green supplier selection on the green purchasing implementation at the 5 stars hotel in bali. it also means that an increase of one unit of green supplier selection consideration increases green purchasing implementation by 0.793. the indication was that green supplier selection is a major factor that influences the implementation of green purchasing at 5 stars hotel in bali. the implications of green supplier selection practices to green purchasing choosing the right supplier has a significant effect in realizing the company's environmental goals. however, choosing the right supplier is not enough to improve environmentally-friendly performance. after the right supplier is chosen, the supply process must be managed in an integrated manner with the supplier. in addition to supplier selection and management, it is also important to assess whether suppliers meet environmentally friendly criteria. the process of procurement of goods is very attentive to the accuracy starting from the stage of preparing the purchase request which is based on the sale and stock of goods in storage. required goods submitted through the system have followed the green corridor. the market list is compiled by checking existing stock in storage until the stage of receiving goods needed in operational activities will be checked before use. green commitment is shown by receiving staff in ensuring that goods that arrive based on purchase orders are of good quality and quantity. receiving staff can reject incoming items if there are differences with articles in the system. hotels samples are very concerned about the management of green material sources and the choice of green materials as anticipatory measures to minimize the impact of damage to the natural environment. implications related to the reuse of the value of goods that have been used, the hotel sample did upcycle pillowcases that are not feasible, reused as trash bags to reduce linen waste, minimize wasteful use of clean water and turn salt water into freshwater using the sea water reverse osmosis system (swro). awareness of the existence of quality products at good prices and environmentally friendly is more driving the performance of green supply chains. after the goods are received, there is a need for control especially food and beverage products to guarantee and ensure the quality and quantity as well as the feasibility of the incoming goods. so that the production process can produce optimal output. this action has implications in reducing plastic waste when guests check out. 147 melia bali responds to green by digitizing the check-in process in line with technological developments, to reduce the use of paper. administrative work can be done with high technology to achieve performance that is: faster, paperless, accuracy, security, and safety. the sample hotel explores product innovation by utilizing local products and local expertise. going green is important to attract the new segment of conscious consumers and to stay competitively relevant to the targeted market, but is also financially beneficial for the related tourism industry. the implications of selecting green suppliers create new market opportunities. the sample hotel market is experiences travellers with a dominant demand in the cleanliness, safety, and environmental comfort categories. in response to the consumer’s change of preference towards green products and services, the hotel industry is adopting sustainable practices and advertised towards potential customers (martínez, leaniz, crespo, & gómez, 2017). an environmentally friendly hotel can be categorized as the one that offers sustainable services and focuses on minimizing its negative impacts on the environment through reusing, reducing, and recycling. it is used by an eco-friendly use of water and energy (dalton, lockington, & baldock, 2008). according to saharye and marendi (2017), green procurement has impacted not only the performance of organizations but also on brand reputation. it has become increasingly significant for organizations facing competitive, regulatory, and community pressures to balance economic and environmental performance (sarhaye & marendi, 2017). hotel cooperation with suppliers is getting closer and mutually committed to operational purchasing activities. cooperation commitment is presented in table 5. table 5. cooperation between hotel management and suppliers no cooperation between hotel management and suppliers strongly disagree (%) disagree (%) neutral (%) agree (%) strongly agree (%) 1 conduct regular meetings between hotel management and environmentally friendly suppliers 0 0 20.6 60.3 19.0 2 the supplier is committed to the hotel 0 0 6.3 42.9 50.8 3 supplier understands hotel needs 0 0 6.3 39.7 54.0 4 deliveries from suppliers always arrive on time 0 0 15.9 36.5 47.6 5 delivery from suppliers is always the right amount 0 0 11.1 41.3 47.6 6 the condition of goods ordered is always good 0 0 12.7 38.1 49.2 7 the company's profits achievement has increased 0 0 6.3 57.1 36.5 table 5 shows that more than 79% of respondents stated conduct regular meetings between hotel management and environmentally friendly suppliers. the meeting activities further implicated the commitment in the form of suppliers understands hotel needs. the real action is that more than 93% of respondents said deliveries from suppliers always arrive on time. enhancing cooperation between hotel management and suppliers is an action to maintain a brand reputation in environmentally friendly business practices and the company's profits achievement. 148 conclusion the study revealed that the selection of environmentally friendly suppliers had a positive and significant effect on the implementation of environmentally friendly purchases. the indication was that green supplier selection is a major factor that influences the implementation of green purchasing at 5 stars hotel in bali. besides, management must utilize financial support to implement green purchasing practices. it was also noted that the suppliers are committed to the hotel, and with the category of selecting suppliers based on environmentally friendly criteria, it is possible to build long-term cooperation that will later be expected to bring benefits primarily related to costs. hotel cooperation with 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(asemota, o.j. and bala, d.a., 2012) used co-integration and error correction model to modelling tourism demand in japan, their results that there is a long-run relationship between tourists’ arrival series and the causal variables. both the short-run and long-run models indicate that gdp per capita in tourists’ origin country is the most significant factor influencing the inflow of visitors into japan. refers to (asemota, o.j. and bala,d.a., 2012) several other studies that use co-integration model tourism demand includes; lim and mcaleer (2002) used co-integration method to model tourist arrivals from malaysia to australia, their results support a long-run equilibrium relationship among the international tourism demand, transportation costs and exchange rates. in addition kulendran and wilson (2000) also using co-integration to modeling business travel on australia, lim and mcaleer (2001) also study the case of australia, daniel and ramos (2002) apply coijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 153 integration on portugal, kadir and karim (2009) study in malaysia. algieri (2006) using russia as a destination, salman (2003) and wittet al. (2003) focused on sweden and denmark as destination countries respectively, dritsakis (2004) examined the case of greece, narayan (2004) examined the case of fiji, choyakh (2009) also apply focused on tunisia. research method the data used in this study were secondary data. all of the data are in quartile form, for period2003-2016.the independent variable is japanese tourism demand to bali, and the predictor variables are tourist income and tourism price. refers to (song, 2008), japanese tourism demand to bali (tdt) proxied by japanese arrival to bali, tourist income (tit) proxied by japanese bruto domestic product, and tourism price proxied by consumer price index (cpi) relative, that is cpio excpia tp t /  where tpt = tourism price, cpia= consumer price index of destination area ex= exchange rate, cpio= consumer price index of origin country in general in this study we used the level of significance𝛼 = 10%. modelling steps are as follows: stationary data test this test is needed since regression analysis on the non-stationary data will be resulted in spurious regression. this test was done by using unit root test. technique unit root test is by forming regression between δ𝑌𝑡 and 𝑌𝑡−1 . in this study the unit root test used is augmented dickey-fuller (adf) with 𝛼 = 10%. adf is unit root test to autoregressive processes of order greater than 1or 𝐴𝑅(𝑝) model. in the unit root test of the adf, residuals on the model assumed to be auto-correlated or have relationship. regression model to be used is ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 154 ∆𝑇𝐷𝑡 = 𝜌1𝑇𝐷𝑡−1 + ∑ 𝜙1𝑖 𝑚 𝑖=1 𝑇𝐷𝑡−1 + 𝑣1𝑡, ∆𝑇𝐼𝑡 = 𝜌2𝑇𝐼𝑡−1 + ∑ 𝜙2𝑖 𝑚 𝑖=1 𝑇𝐼𝑡−1 + 𝑣2𝑡, ∆𝑇𝑃𝑡 = 𝜌3𝑇𝑃𝑡−1 + ∑ 𝜙3𝑖 𝑚 𝑖=1 𝑇𝑃𝑡−1 + 𝑣3𝑡 where 𝜌 = ∑ 𝜑𝑖 − 1, 𝑚 = 𝑝 − 1, and 𝑝 𝑖=1 𝜙𝑖 = − ∑ 𝜑𝑗 𝑚 𝑗=𝑖+1 , 𝑣𝑡 is acomponent error, the hypothesis, statistical test and rejected area of adf test as follows: hypothesis: 𝐻0: 𝜌 = ∑ 𝜙𝑖 − 1 𝑝 𝑖=1 = 0 or 𝐻0: ∑ 𝜙𝑖 = 1 𝑝 𝑖=1 𝐻1: 𝜌 = ∑ 𝜙𝑖 − 1 𝑝 𝑖=1 < 0 or 𝐻1: ∑ 𝜙𝑖 < 1 𝑝 𝑖=1 statistical test 𝜏 = ∑ 𝜙𝑖−1 𝑝 𝑖=1 std.error(∑ �̂�𝑖 𝑝 𝑖=1 ) (1) h0 is rejected when the statistical value 𝜏 test smaller than the critical value of df or mackinnon, or we can rejected h0when the probability adf < 𝛼 = 10%. when the data is non-stationary in the unit root test, differencing need to be done. the test is conducted started from the first differencing form until we obtained the stationary data. the number of lags in the adf test is determined using the akaike information criterion (aic). aic is used to investigate the significance of the model, with formula: ln(𝐴𝐼𝐶) = ln ( ∑ �̂�𝑖 2 𝑛 ) + 2𝑘 𝑛 (2) ∑ 𝑢𝑖 2is the amount of quadrate residue, 𝑘 is dependent variable, and 𝑛 is observation number. ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 155 co-integration test co-integration is the linier combination from nonstationary variables and cointegrated at the similar order (johansen, 1988). co-integration test is conducted to ascertain if there is any long-run relationship between two or more nonstationary time series. the existence of a long-run or equilibrium relationship among asset of nonstationary time series implies that their stochastic trends must be linked. in this study, co-integration test was performed by johansen’s co-integration method. johansen’s co-integration test is very sensitive to length of the lag used, so before performing johansen’s test, it needs to determine the optimum length of the lag. determination of lag length is performed by choose the smallest aic value. the length of the lag was obtained from the equation with the smallest aic value. (tsay, 2002). in johansen's test to measure the number of co-integration vectors based on the result of maximum eigen value test (johansen & juselius, 1990). 𝜆max(𝑟, 𝑟 + 1) = −𝑇 ln(1 − �̂�𝑟+1)(3) hypothesis tests: 𝐻0: 𝜆𝑡 = 0, 𝑡 = 𝑟 + 1, … , 𝑛 𝑟 = 0 (no co-integration) 𝐻1 : 𝜆1 = 𝜆2 = ⋯ = 𝜆𝑛 = 0, 𝑟 = 1 (1 co-integration vector) 𝜆2 = 𝜆3 = ⋯ = 𝜆𝑛 = 0, 𝑟 = 2 (2 co-integration vector) 𝜆3 = 𝜆4 = ⋯ = 𝜆𝑛 = 0, 𝑟 = 3 (3 co-integration vector) etc. 𝐻0 is rejected or there is co-integration if the maximum eigenvalue> critical value at probability level 𝛼 or probability value < 𝛼 = 10%. in addition the number of co-integration vectors can also be viewed based on trace statistic value. vector error correction model test the vecm equation used in this research is formulated as follow: ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 156 ∆𝑇𝐷𝑡 = 𝛼10 + 𝛼11∆𝑇𝐷𝑡−𝑖 + 𝛼12∆𝑇𝐼𝑡−𝑖 + 𝛼13∆𝑇𝑃𝑡−𝑖 +𝑢𝑡 (4) equation model (4) is the valid model for describing the short term dynamiques from the error correction term significancy point of view. where the probability value of the error correction term less than 𝛼 = 10% then equation (4) is the valid model to describe a short term dynamic. validating the model in the regression analysis which used of ols must be meet some classical assumption such as: residual should be spread normally, the data should be homogen (no hetero scedasticity), and also no multi-colinearity. result and discussion the plot for japanese tourism demand depicted in figure 1. 20,000 40,000 60,000 80,000 100,000 120,000 03 04 05 06 07 08 09 10 11 12 13 14 15 16 j a p a n e n e s t o u ri s m d e m a n d figure 1. japanese tourist visit to bali in 2003-2016 ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 157 the data showed that the number of japanese tourism demand to bali was fluctuated. the most visitation of the japanese tourist was usually in the third quartile because on the august the japanese people has enjoyed their long summer holiday. we can see after 2010 japanese tourism demand to bali has decreased compared to previous years, this can happen with the start of the development of other tourist destinations in some areas in indonesia, that presents its natural tourism and cultural tourism. the stationary data test the data stationary test was performed by augmented dickey fuller (adf) test. the results of the augmented dickey fuller (adf) test are showed in table 1. table 1 showed that all the data are non-stationary means that there are cointegration among variables. further, the integration degree test was performed to determine on which degree or differential order will the data become stationary by adf test of i(1). if there still non-stationary data on i (1), the differentiation will be repeated until all of data become stationary. the results of integration test are showed in table 2 below. tabel 1 augmented dickey fuller (adf) test no. variables t-statistic critical value prob. stationary/ non-stationary 1 tourism demand -2,224821 -2,925169 0,1401 non-stationary 2 tourist income -1,232974 -2,919952 0,4182 non-stationary 3 tourism price -1,712512 -2,921175 0,3414 non-stationary ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 158 based on table 2, it’s indicated that on differentiation-1 the entire variable has been stationary, so that co-integration test can be continued. co-integration test in this study, co-integration test was performed by johansen’s co-integration method. length lag calculations are presented in table 3 table 3. the optimal length of lag it showed that the smallest value of aic was on the length of lag 4, so the cointegration test use of that lag length. table. 2 adf testi(1) no. variables t-statistics critical value prob. justification 1 d(tourism demand) -3,578591 -2,925169 0,0057 stationary 2 d(tourist income ) -5,478636 -2,921175 0,0001 stationary 3 d(tourism price) -5,151747 -2,922449 0,0000 stationary la g log l lr fpe aic 0 -798.8215 na 8.66e+1 0 33.42890 1 -711.6096 175.8807 2.50e+09 30.18849 2 -701.7440 14.16441 2.53e+09 30.19763 3 -699.1296 7.304401 3.20e+09 30.28140 4 -682.5500 24.17857* 2.39e+09* 30.06441* ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 159 table 4 showed that trace statistic value and maximum eigen value at r = 0 have probability <𝛼 = 10%. its mean that 𝐻0 is rejected, it’s indicated that it has cointegration amongs research variabels, namely one co-integration. that result showed that there are long run equilibrium between the tourism demand, tourist income and tourism price. the result of long-term coeffisien estimation amongs reserarch variables can be seen in equation (5) td𝑡 = 0.651522*ti𝑡 − 2864248*tp𝑡 (5) based on that model, it’s obtained that tourist income has positive influence on tourism demand. it is indicated that, the increasing of tourist income will increase the number of japanese tourist come to bali. meanwhile, the tourism price has negative influence. the increasing of tourism price resulted on the decrasing of japanese tourist number come to bali, they will looking for other similar tourism destination in other country which has lower price. vector error correction model test since the variables have long term correlation, then the estimation of short term correlation was performed using vecm test. in order to construct the vecm equation, variables are use in the model has to be differencing. table 4. johansen’s co-integration test eigenvalue statistica l trace prob. max-eigen statistic prob r = 0* 0.401700 33.4087 1 0.0174 24.14230 0.0180 r ≤ 1 0.135799 9.25644 3 0.3343 6.958367 0.4928 r ≤ 2 0.050771 2.28897 4 0.1301 2.300104 0.1300 ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 160 ∆𝑇𝐷𝑡 = −279.9951 + 0.06419*∆𝑇𝐷𝑡−1 + 0.03999*∆𝑇𝐷𝑡−2 − 0.073002*∆𝑇𝐷𝑡−3 + 0.410869*∆𝑇𝐷𝑡−4 − 0.670015*∆𝑇𝐼𝑡−1 − 0.130015*∆𝑇𝐼𝑡−2 − 0.534421*∆𝑇𝐼𝑡−3 − 0.394589*∆𝑇𝐼𝑡−4 + 1180031*∆𝑇𝑃𝑡−1 + 2131859*∆𝑇𝑃𝑡−2 − 4054330*∆𝑇𝑃𝑡−3 + 3675199*∆𝑇𝑃𝑡−4 − 0.73601*ectt-1 (6) based on vecm, it’s obtained that r2 =0.690060, indicated that on short term of japanese tourism demand to bali around 69% by tourist income and tourism price, while the rest are influenced by other variables which are not include in the model. we also obtained the probability of ect = 0.0003 and the probability f = 0.00003 shows that equation (6) is a valid model for describing short-term dynamics. the coefficien value ect -0.73061 indicated that unequilibrium of previous period has been corrected around 0.73%. tourism demand is influenced by its dynamic on previous four periods, with the highest japanese tourism demand at previous four period and the smallest coeffisien japanese tourism demand in the previous three periods. generally, the japanesse tourism demand give a positive influence on the dynamic of themselves. the japanese tourist income give negative influence on the short term on japanese tourism demand. the effect given on the japanese tourism demand is similar to the coeffisien on each period with the highest japanese tourist income was obtained at the previous two period while the smallest was at the previous one periode. this is not inline with the influence of long-term period. the increase of japanese tourist income has resulted in the decrease of japanese tourism demand. on the other hand, the tourism price give a positive influence on japanese tourism deman to bali. it’s also not inline with the influence give on the long term period. validating the model validating test is required to get the blue (best linier unbiased estimator) of ols estimator. the residuals from measurement equation (6) are checked by using jarque-bera normality test. the test showed p-value for test statistic is 0.845459, slightly greater than type-i error 𝛼 = 10%. we concluded, the residuals follow normal ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 161 distribution. to checked heteroskedasticity we used heteroscedasticity test white and we found p-value for test statistic is 0.68 so it can be concluded that there are no heteroskedasticity in the regression model. in addition, we also checked the correlation between the predictor variables. if the coeffisien of the correlation among predictor variables more than 0.8, showed that there are multicolinearity in the regression model (gujarati,2004).the test showed correlation value among tourism price and tourist income -0.078234<0.8 it mean that there are not multi-colinearity in the regression model. since all of the classic assumptions are fixed, the vecm model estimation is valid and reliable to use. conclusion in the long term, the tourist income gives a positive influence on the tourism demand, while the tourism price has a negative influence on the tourism demand. in the long term, the increase of tourist income has contribution to the increase of japanese tourism demand coming to bali. the increase of tourism price will decrease the number of japanese tourist come to bali, and they will looking for the similar kind of tourism destination in the other places which has lower price. meanwhile, in the short term, the tourist income gives a negative influence on tourism demand, it showed that on the short term if their income is increase, they plan to go to more secure, more comfort, and more interesting of the tourism destination. in the other hand, tourism price gives a positive influence to the tourism demand. the long term equilibrium among research variables, and the negative influence of tourism price to the tourism demand, we hope that the government of bali province create the unique tourism package which can compete with similar kind of tourism destination on the other country, so the tourist will still eager to come to bali. the increase of tourist come to bali will have a significant benefit for the balinese people, both of socially and economically. ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 162 references armoni, n. l. e. 2011. 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"modelling tourists arrival using time varying parameter". iop conf. series: journal of physics: conference series, volume 855. tsay, r. 2002. analysis of financial time series. united states of america: john wiley & sons inc. ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 82 materiality and spirituality in bali tourism: an ethical reflection on the tri-hita-karana ida bagus putu suamba ketut sutama politeknik negeri bali, indonesia email: bagusputusuamba@pnb.ac.id abstract this paper aims at finding out ethical drawbacks the concept tri-hita-karana has in its pragmatic level and offer an insight of critical analysis of ethical values. tri-hitakarana has been seen as the foundation on which bali tourism developed to its full range. the methods of study used are library and field researches focusing on the ontological, axiological, and pragmatic levels in bali tourism. it has found that the significant gain in the field of materiality, spirituality tends to be marginalised and vice-versa. this has further impact on life of balinese. imbalance of relationships exists between human beings and their fellows, human beings and nature, and human beings and divinity. nevertheless, both domains are required in life, and any of these is absent, life is just impossible since life is the permutation of them in complex ways. materiality gains seem to bring balinese away from spirituality vis-avis religion in its right sense. of the ethical perspective, the tri-hita-karana as the philosophical foundation of tourism in bali provides ideas/thoughts that can be used to minimalize the gaps because it does not lay down ethical outlook as how to cope with the gaps. the relationship amongst those elements involved is basically a matter of ethics as philosophy of moral, and hence ethical consideration is required in designing as well as in implementing policy in tourism. critical ideas are required for not only of metaphysical perspective but also of ethical values and pragmatic practices. bali tourism tends to dehumanize balinese if not immediate ethical considerations of tri-hita-karana are taken into account in pragmatic levels. development and sustainability of bali tourism should be based on balinese cultural spirit and values; looking it from its inner strengths. keywords: bali tourism, materiality, spirituality, balance, tri-hita-karana. introduction starting its impetus of growth in the late twenties (peters and wardana, 2013: 341-342; pitana, 2008: 197), there has been increasing number of tourists coming to beautiful island of bali in indonesia for various reasons and lengths of stay. one outstanding attractions of bali is its natural beauty and rich culture, in addition to its friendly people welcoming visitors with “spirit of bali”. a spiritual nuance of bali is felt immediately as visitors landed in the soil of bali. in this context, picard looks at bali is being an island opened for external world (picard, 2006: 21). in that period under the control of dutch government, bali was made original as a living museum (ibid.). bali mailto:bagusputusuamba@pnb.ac.id ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 83 was still calm, natural, and free from pollutions, an original bali which is much different from the present-day bali when art, culture, and tourism become mass industries. bali tourism has been developed on the ground of its potentials and possibilities to grow up cultivating its peculiarity and grandeur, which is later taken up by business world for earning economic benefits. capital investments were invited to come to bali to accelerate economic progress. everyone speaks about tourism as it promises more jobs and better future rather than cultivating land for agriculture. hence, mass tourism (since 1990) which is supposed to invite massive number of tourists and massive amount financial benefits cannot be avoided; and the discourse of cultural tourism as recommended by sceto (peters and wardana, 2013: 371) seems to be dismissed. no doubt, commercialization of culture has started; culture is developed not for the sake of culture itself but for selling. culture is taken as a product – in the language of mckean, culture as performance (picard , 1986) – which can be sold; thereby cultural activity is not for shake of culture itself but culture for commercialism for visitors. it is true that there is a relationship between tourism and culture (vickers, 2008: 99-100), but to what extent its relationship is still divergent views amongst scholars. of these relationships, the issues of cultural tourism, touristic culture, and cultured tourism are worth to consider as there is always interplay between nature, culture, and tourism. research methods this paper attempts to discuss the tri-hita-karana as an ethical system in the development of bali tourism. two interconnecting aspects, materiality and spirituality, will be analysed and its impacts have on the life of balinese people and culture. all are sourced from literature review. result and discussion despite fantastic development of bali tourism in the last 30 years, it is acknowledged that there has not ever been critical consideration undertaken on the basis of ethics; rather most concerns or efforts have been given on cultural, ecological, and economic fields blended with political interests. what is obvious here is that the kinds of relationship of those elements in the tri-hita-karana either ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 84 positively or negatively, is basically a matter of ethics. this concept of balance and harmony puts human being in the central point as he/she acts of virtue or vice. most of us agree that tourism has given prosperity in some ways for balinese in particular and indonesian in general; but that was viewed from economic point of view with empirical indicators. ethics matters as a philosophy of moral are not yet felt important to be addressed publicly while they are focusing on economic return of investment or distribution of good or welfare for all citizens. being ethical matter, perhaps, it is not so important than the economic growth. most people think economic growth contributes significantly rather the basis of moral or ethics on which development should be carried out. the importance of ethics was overshadowed by the interest in economic benefits as that is used as indicator for achieving progress. they think of economic entrepreneurship is not necessarily to be ethical in nature as with reference to balinese culture. accelerating economic benefits by making use ecological aspects seem to be too much if not destroying ecological balance; not yet counting how massive effect the global warming of the globe has been giving to us. in short, ethical reflection is required to shape bali tourism going on in right direction without threatening balinese life, nature, and culture. there has been increasing numbers of problem arise, which are rooted in ethical matters, e.g. imbalance or disharmony of development between north and south or east and west bali, the tent-to-be marginalized balinese workers in global market, mid-to-top management of most star hotels occupied by foreigners, balinese tends to be servants not master in their home land; they are strangers rather than taking part controlling tourism, the gap between the poor and the rich, etc. as remarked by vickers that the “sale of land and the destruction of the environment in bali ... along with a lack positive action by political leaders, is threatening the island” (ibid). land conversion cannot be controlled despite of the fact city or area design plan has been issued officially, but still law breaking practices in the field exist. there is not yet any precise data how many acres of land actually owned by balinese themselves as selling lands and housing projects have been increasing drastically. outsider tent to occupy increasing number of strategic space of land as the progress is going on causing rice field for irrigation is getting less and less. it is a kind of movement of land for tourism rather than land for cultural preservation and/or development. some of them think that tourism should be in the first place and then ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 85 culture comes later since culture can be sustained or developed only when balinese prosperous economically. amongst many aspects prevalent, ethical issues worth to note are the changing of balinese mind in facing life, which becomes a way of life. it is a matter of how to think of life for better future without uprooting from our cultural identity as it is at high risk as far as globalization is concerned. serious shift has happened from spirituality to materiality not otherwise that forgetting the very nature of human being as spirit. as remarked by peters that there were also socio-cultural conflicts emerging on bali that was caused by materialism and opportunism in tourism development, which violates the principles of harmony and togetherness (peters and wardana, 2013: 91). tension or conflict started uprooting our harmony of family life, with neighbours and sometimes amongst members of villagers and neighbouring villager—even the number is still limited; due to emphasis is put more on the material gaining rather than living in harmony. materiality becomes mode of life for most of balinese now. balinese is between the purity of spiritual pursuit and material gain. consequently, nurturing effects have emerged from it; gaps even conflicts exist between human being and human being (called pawongan), between human being and nature (called palemahan), and human being and god (called parhyangan) are so obvious. some gaps are observable; the others are silent, which psychologically effect balinese life. some conflicts have been inherited from past and some are new created. when such tensions or conflicts happened, question of the significance and effectiveness raised. in the course of time, tri-hita-karana becomes the brand of bali tourism, originated from indigenous culture. but at the same time some disturbing elements start degrading them. what efforts had been put to save it from destruction? the tri-hita-karana: a matter of ethics the tri-hita-karana, a sanskrit term, means three causes for happy and prosperous life as per balinese philosophy of life. according to this principle, causes of happiness of human being is due to being able to keep or maintain three balance and harmonious relationships, viz. between human being and human being, between human beings and nature/environment (either physical or non-physical) , and between human beings and the god/divinity, known as pavongan, palemahan dan ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 86 parhayangan respectively. further implication is that on the first place is social, second is natural /environmental, and third is spiritual in nature. they cannot be separated rather they form a whole unit in which human being is the core. this shows that happiness is not awarded by god, nature or human being without effort to keep balance and harmonious relationship within and external world. looking at this conception from empirical point of view, of the cardinal elements involved there are human, nature, and divinity. it implies that human being lives and interacts in his life in pluralistic of realities. in the past question of imbalance relationship between nature and man almost did not exit, they lived peacefully. but nowadays since massive economic developments and massive movement of people around the world exist, the questions of being ethical and unethical become a serious concerned especially for the lovers of peace and nature. human become greedy in having possession of materiality. natural degradation and imbalance environment followed by disharmony amongst people and finally imbalance with divinity cannot be avoided despite the fact, for the last point, balinese densely involve in ritual practices. ritual becomes more formalistic and mechanic losing the spirit of sacred sacrifice. a reformation of thought and attitude to face the relationship should be attempted; otherwise, material gaining as the effects of massive capital resulted by tourism will be spiritually meaning less. the relationship covers the realms of empirical (sakala) and transempirical (niskala) paradigms, and each has its own indicator to measure it. transempirical domain, which is in the realm of physics is supposed to be the foundation on which physical domain is built. these relationships presuppose harmony, balance, and happiness as the goal of life. as per balinese tradition, each of these should be maintained through postulating human being as the central actor of it. when tri-hita-karana is agreed to be used as the spirit in bali tourism, it is accordingly practised for achieving happy life for all balinese. unfortunately, as changing of mind has existed, the concept of happiness seems to be changed, and therefore needs to be redefined looking at the future. however, happy life in the right sense is still far away as gaps or conflicts seem to be increasing in either in family, villages or society in general. what is meant by “happy life” needs to be formulated explicitly with reference either to spirituality or materiality of approaches or both. on this regards, balinese sometimes take worldly happiness, in which possession/wealth/gaining (artha) and desires/lust (kama) are pursued, to be ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 87 preliminary condition for higher happiness. thus, worldly happiness in realm of artha and kama, is not an end in itself. tourism is not intended to satisfy endless desires or lusts of human beings because there will be no limits unless death is coming. none has ever put attention on “relationships within” a human being, which is supposed to be the key in building external relationships. the relationships amongst inner parts organs are not less complex than the external world. unfortunately, external relation either to other members of society or nature is understood as a relation of supply and demand like business transactions. it is mechanic rather than spiritual. as far as one needs other, one builds and maintains relationship with him/her. how can be a relation to nature/environment can be well established unless we take it as homogenous with us because essentially human beings and nature are essentially the same? there is no difference in essence between macrocosmic world of reality and microcosmic world. this attitude has existed even in a primitive people who considered natures as their home, part and parcel of their life. hence by nature they both are connected in subtle and complex ways. up to now relationship is viewed externally not otherwise, so it tends to be formal and mechanistic. within human being itself, there are various principles which compose a human being starting from the very subtle to gross ones, i.e. from buddhi (intellect) to bhutas (elements), and they are related inherently forming life. at least there are three elements, viz. subtle element (suksma sarira), gross elements (sthula sarira), and the cause element [antahkarana – self (atma)] interplay in complex ways having its core on self as the centrality of life. this internal domain is never touch by the concept of tri-hita-karana as everyone looks at the external world only either to see human, nature or god. what is the existence and role of human being in that system? how do we start to understand it? shall we start from the relationship with the god first then with human being and nature? or, shall we start to understand the relationship within? these questions are worth to consider. when it is looked in more details, tri-hita-karana only states such relationship exists either subtle or gross, and lets human being as the main actor to think of and do necessary action to realize the goal of life. this concept does not show us whether external world is real or unreal reality viewing from metaphysical perspective as advocated by balinese philosophy of life. this view will affect policy maker or practitioner in pragmatic level to implement of policy or to realise the principles of trihita-karana. after all, the hita-hita-karana as an ethical concept is never elucidated ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 88 from ontological point of view rather most of balinese look from pragmatic level, like that of thk award for short-term objective or critizing policy issued by government. this is so because this point is easy to carry out when everything required empirical indicators to measure any relationship, e.g. the human being-god relation for workers in a company/hotel is measured by physical apparatus, like the availability of temple and activities, like doing prayer of going out in pilgrimage (tirtha yatra ) visiting holy places (temple). when it is applied in the world of bali tourism, question on the ethical issue seems to be getting important; lot problems arise due to unethical behaviour of human beings; even though it is agreed that ethics is often associated with ethical values of culture or a certain ethnic group. the case of mega projects of bali nirwana resort in tabanan, benoa gulf reclamation project are some of them. an action is considered ethical in one community may be not the same in other community. but, what we want is any ethical action accomplished is based on the strength of metaphysics as it is the fundamentals to human behaviour. when tourism in bali involves non balinese actor or ideas, they bring their own ethics, which may be not acceptable in balinese society. some ethical values they used are sometimes diametrically opposite to eastern or hindu culture. in other words, touristic culture should be differentiated with cultural tourism as developed in bali. above all, ethics of tri-hita-karana should become the basis of ethics for bali tourism. with this fact, distinctiveness or uniqueness of bali tourism can be maintained without excluding good points may come from outside of it. it is generally acknowledged that the nature of business (including tourism) and culture is diametrically different. that is the reason that for many times tension or even conflict has happened in course of time between them. as remarked by picard that the doctrine of cultural tourism has come to blend the “fostering of culture” with the “development of tourism”, to the extent of entrusting the fate of balinese culture to the care of the tourism industry. to come to such a point, the conflict of interests between culture and tourism had to be defused beforehand, since it is this conflict that had governed the elaboration of the doctrine of cultural tourism in the first place (picard, http://www.espacestemps.net/en/articles). inherent conflict by nature is threatening invisible power which may affect tourism in the future. what is obvious with reference to bali is that culture and nature give impetus to the emergence of tourism not vice-versa. how can tourism neglect the life of culture and sustainability http://www.espacestemps.net/en/articles ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 89 of nature? but now, it seems that tourism is the only one sector money getter for bali and consequently culture sustainability depends on tourism. by nature culture proceeds to the stage of refinement and sophistication of things/ objects and external expression of mind, feelings or faith; whereas business leads us to reach material or worldly sensual gains as much as possible, which is in opposition with spiritual motives of life. for bali in the future, these things – tension between culture and/or nature and tourism – will come again and again if the concept of tri-hita-karana as an ethical principle is not implemented in reality in its right sense. tri-hita-karana is a buffer, standing in between two poles of different orientations, e.g. spirituality and materiality, tourism and culture, etc. it is a balancing power for the establishment of harmony and peace. bali tourism between materiality and spirituality bali tourism has been developed based on its potentials, i.e. culture, and hence it is “cultural tourism” in addition to nature. nature behaves as a base on which culture is created. when land of bali is no more, culture disappears sooner or later. culture is not possible when people who live in it is not creative. in other words, cultural tourism exists due to creativity of the balinese. question can be raised in this regards, whether mass tourism stimulates creativity in wide sense? the concept of cultural tourism has been adopted and strengthened through political policy of local government of bali (known as perda no. 3, 1974 and no. 3, 1991). this is the foundation as well as spirit on which the tourism sector should be built. in other words, balinese culture is not only the core spirit but also the brand of bali tourism to attain goal of life of the balinese. definition, scope, and methods of developing tourism become interesting issues to look at since there has been a dichotomy of culture and tourism. how to compromise these two domains of interest? is it necessary tourism to be cultured or culture is to be touristic? culture is understood as tangible things/objects dismissing its core spirit, i.e. the intangible aspect. picard stated that balinese culture is invariably defined in reference to three concomitant elements, which are like superimposed strata: its sources are in the hindu religion; it inspires the customs of balinese community and animates its customary institutions; it incarnates artistic forms of high value (picard, ibid). in its deep structure, spirituality which is intangible is the core of any initiatives including tourism. there has been a confusion viewing culture as an ideas and plastic arts. for some people, they are of no interest to talk about culture rather than ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 90 religion. when this view is to be held, bali tourism will be developed to foster on physical appearances, gain, and grandeur. for some of them culture is understood like dance, drama, song, handcraft, painting, manuscripts, etc. the idea to have a “high culture” is still a lip service. as remarked by vickers that for bali high culture is in a difficult position, since tourism is inherently about commercialization and reducing things to lowest common denominator... high culture as the most refined and highly developed art objects and performances that can be produced by a society. high culture is not typical of everyday social expression, but it does define the most serious efforts to concentrate certain aspects of a culture in a way that is affective for participants in that culture, but may also reach out beyond to other audiences through aesthetic values” (vickers, op.cit.: 100). tension between these may still exist in the future. in this regards, ardika (2004: 21) states that components of balinese culture have been treated as commodities for tourist consumption so that it creates an impression of commercialisation and may degradation the quality of culture, especially arts. observing further, culture tourism as perceived by balinese is spiritual tourism despite the fact that materiality involves in it. materiality should be seen as an expression of spirit. these two domains, viz. spirituality or immateriality and materiality always come together for the possibility of life. none can be excluded from the other; spirituality requires materiality and vice-verse for its existence. this is a binary division like that of purusa and prakrti in samkhya philosophical tradition. each needs the existence of the other, despite the fact that they totally different, one is consciousness and the other one is unconsciousness or materiality, otherwise no life or tourism is possible. taking balinese tradition as a base, it is another form of the concept rva bhineda (two opposing principles) which is cardinal values for balinese culture. this concept happens in almost spheres of balinese life. when one is travelling to visit places, like forest, river, hermitage, mountain, temple, cave, bathing places, etc. – as depicted in textual tradition of bali – one is actually undergoing consciously the process of purifying oneself; it is a process of going within provided that there is an awareness of it in oneself. it is going-out and at the same time going inward to purify mind and self-transformation. it is contained in the concept of yatra (travelling for purification) as depicted in the tradition to visit places for spirit enlightenment; it involves in the magnificent power of nature, mind expanding to its fullest awareness. as religious practice in the post yajna (sacred ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 91 sacrifice) devotees will go out to visit holy places, i.e. sea (sagara/pasir) and mountain (gunung/vukir); hence this is a tradition of nyagara-gunung. it is performed to purify body-mind; and at the same time thanks giving to nature and divinity for being successful in accomplishing ritual sacrifice. this is at the same time implementing the concept of waterscape of bali giving importance of sea and mountain in water preservation and distribution for the entire bali (suamba and mahapatni, 2015). when cultural tourism is really implemented in the practice, spirituality should be given the first priority, not otherwise as happens now in every level of practice. there will be no such rude actions to human beings and nature, because everyone thinks that every human being is our brother and sister, nature/ environment is an integral part of our existence. be it is so, these are none but the main components of tri-hita-karana. our universe is our big family. when spirituality is taken for granted there will be no demarcation with reference to religion, culture, skin colour, nation, etc., because by essence they are forms of spirit. human action which causes suffers to nature or animal is basically our suffering. sustainable, healthy nature is our happiness. it is so because spiritually no such different between human and nature despite the fact the nature is concrete or physical things/ object. nature is none but sparks of divinity having concrete manifestations. nature as per balinese way of life is not only physical in nature but non-physical one. there is a parallel between human being (microcosm – bhuvana alit) and nature (macrocosm– bhuvana agung) as their materials of composition are essentially the same. when hotels, bungalows, villas, restaurants, malls, and roads are built for the enjoyment of tourists, how the balinese the owner of this culture can stay in healthy good house with happy family? too much concern in providing comfort and enjoyment for tourists, we should not forget to provide sufficient housing, health, and education for our own fellows. since materiality and spirituality come together for the possibility of life, it requires serious attention in the pursuit of eternal happiness. these are two opposite principles which always come together, known as rva-bhineda (two different opposite principles) in balinese philosophical life, as mentioned above. it is true in some extent they are equally put in an equal position due to its importance, or even materiality is given predominant with reference to a certain stage of life, but after all they should be transcended to become one of which spirituality becomes the core of everything. after all the concept of tri-hita-karana culminates in the oneness of being ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 92 with the supreme being, and this is reached through building harmonious and balancing relationship with those depicted in the tri-hita-karana. in one way, the trihita-karana can be viewed as a balancing power for the smooth running of every elements within the system, one the other way, it should be transcended for unification of self and supreme self. unfortunately, it is not yet implemented in real practice in bali tourism despite the fact the tri-hita-karana awards have been granted many times to some elements of society, like hotels, company, institution, etc. after all spirituality and materiality needs not be demarcated in water tight compartment rather taken together for balance life. nonetheless, spirituality which is always associated with consciousness should ideally govern the pursuit and use of material objects (immaterial) since it pervades and controls them. conclusion tri-hita-karana is basically a matter of ethics because it expounds relationships of three important elements of life, viz. human being, nature, and god. unfortunately the kinds of relation are still unclear or ambiguous since its ontological status of the elements involve are also not yet formulated. it lets us to interpret the kinds of relationship. the difficulty is realised when this principle is applied in pragmatic level since there is no guide line on implementing it. due to being an ethical principle, analysis on part of ontology and metaphysics are required since ethics is developed based on the strength of metaphysics. it deals with the nature of realities, and their ontological status, and their relationship both in empirical and trans-empirical worlds. when these points are clear, the implementation of thk both in policy and pragmatic levels can be accomplished in a proper way putting materiality and spirituality in right order/portion. since both are required for life, both should be put in the right place composing philosophy of tri-hita-karana. tri-hitakarana adopted as a philosophy of bali tourism is expected to lead people to go to higher plane of consciousness. with this materiality is taken not as hurdle in selftransformation. acknowledgment the writers thank to the new international publication media in state polytechnic of bali called ijaste (international journal of applied sciences in tourism and events) for presenting this article in the first edition. ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 93 references darma putra, i nyoman (ed.). 2004. bali menuju jagaditha: aneka perspektif [bali towards prosperity: various perspectives]. denpasar: bali post. pichard, m. 1986. “cultural tourism” in bali: cultural performances as tourist attraction” (paper) in international workshop on indonesian studies, balinese state and society: historical, textual and anthropological approaches, leiden. picard, m. 2006. bali pariwisata budaya dan budaya pariwisata [cultural tourism and tourism culture of bali], jakarta: kepustakaan populer gramaedia, forum jakarta-paris, ecole francaise d’extreme-orient. picard, michel, “bali: the discourse of cultural tourism” retrieved from http://www.espacestemps.net/en/articles, 10/02/2014. peters.h. and wisnu wardana. 2013. tri hita karana: the spirit of bali. jakarta: gramedia. suamba, i.b.p. 2013. “pemikiran-pemikiran environmental ethics dalam kesusastraan sasana jawa kuno: studi eksploratif” [thoughts of environmental ethics in old javanese ethical literature: an explorative study] in prosiding seminar nasional dan pertemuan peneliti. denpasar: politeknik negeri bali. suamba, i.b.p. and mahapatni, i.a. sri. 2015. “sagara-giri: waterscapes of bali, a philosophical reflection on tutur texts”, seminar paper. vickers, adrian. 2008. “the survival of balinese culture” in kumpulan makalah kongres kebudayaan bali), pp. 99-100. yudha triguna, i.b.g. (ed.). 2008. kebudayaan dan modal budaya bali dalam teropong lokal, nasional, global [culture and balinese culture capital in local, national, and global perspectives] denpasar: widya dharma. http://www.espacestemps.net/en/articles international journal of applied sciences in tourism and events issn: 2580-5592, vol 4, no 2, 2020, pp http://dx.doi.org/10.31940/ijaste.v4i2.1867 115 aspiring pangandaran geopark to promote sustainable tourism development rifki rahmanda putra1*, eka susanto2, raden willy ananta permadi3, muhammad iqbal maulana4, moh sapari dwi hadian5 heryadi rachmat6, shandra rama panji wulung7 sustainable tourism, postgradute school, universitas padjadjaran, indonesia1-6 tourism department, universitas pendidikan indonesia, indonesia7 rifki18005@mail.unpad.ac.id1*, eka18013@mail.unpad.ac.id2, radenwilly@gmail.com3, muhammad18437@mail.unpad.ac.id4, sapari@unpad.ac.id5, heryadirachmat220@gmail.com6, wulung@upi.edu7 article history received on may, 14th 2020 revised on november, 25th 2020 accepted on december, 28th 2020 abstract purpose: the main purpose of this research is to identify and map geological and non-geological potentials based on three main pillars in the development of aspiring pangandaran geopark, namely geodiversity, biodiversity and cultural diversity. research methods: primary data were obtained through field observations and semi-structured interviews with actors directly involved in the tourism development of the aspiring pangandaran geopark. meanwhile secondary data collection through desk study. this qualitative study uses interactive analysis model and map analysis (using arcgis 10.3 software). results and discussions: there are 18 geological sites based on geodiversity, 2 sites which has biodiversity in the form of rare bird ecosystems, and also around 14 sites based on cultural diversity identified through desk study and field survey. conclusion: each district in pangandaran has enormous potential which is the basis for the formation of the aspiring pangandaran geopark. in addition to geological sites, many non-geological sites can be developed into geotourism attractions with high cultural and biodiversity values. keywords: aspiring geopark, geotourism, geopark, pangandaran regency, sustainable tourism introduction pangandaran regency is one of the regencies in west java which is a new autonomous region resulting from the division of ciamis regency on october 25, 2012. in accordance with its vision of "pangandaran regency as a world class tourism destination", making pangandaran regency one of the regencies that determine the sector tourism as the main economic driver. as also stated in the tourism development master plan (ripparda) of west java province in 2016-2025 that pangandaran regency is one of the centers of tourism destinations in the southern part of west java province. contrary to this vision, according to the big plan of west java province world tourism destination development document, published by the west java province regional mailto:rifki18005@mail.unpad.ac.id1* mailto:eka18013@mail.unpad.ac.id mailto:radenwilly@gmail.com mailto:muhammad18437@mail.unpad.ac.id mailto:sapari@unpad.ac.id mailto:heryadirachmat220@gmail.com mailto:wulung@upi.edu 116 development planning board (bappeda) in 2017, developing coastal tourism in the pangandaran area tends to lead to mass beach recreation which is feared to cause potential problems if the development is left. for this reason, proper planning and policy direction is needed to develop the pangandaran area in a sustainable manner. since 2015, the government, both at the central and regional levels, began to talk about tourism development priorities in pangandaran regency to become a world-class tourist destination that began with the initiation of the proposal for pangandaran regency as a kawasan ekonomi khusus (kek) and global geopark (fitriani, et al. 2018). in addition to being a globally competitive destination, if these efforts (in particular the global geopark proposal) can be realized, it is hoped that the pangandaran tourism area can further develop based on the principles of conservation, education, and sustainable economic development of the community. in accordance with the main objectives of the development of geopark. according to oktariadi (2015) three main pillars in the development of earth parks, namely geological diversity, biodiversity, and cultural diversity. the three pillars constitute an ecosystem order in geopark where there is a reciprocal system of abiotic elements (geodiversity) which affects the life order of biotic elements (biodiversity) and the culture of the surrounding community (cultural diversity). this is in line with research conducted by pásková & hradecký (2014) regarding aspiring rio coco geopark in nicaragua where they argue that other geological and natural heritage as well as local indigenous cultures are basic capital drawings for aspiring geoparks to become part of the unesco global geopark network for sustainable tourism destinations. based on republic of indonesia presidential regulation (perpres) number 9 of 2019 on geopark is: “a single or combined geographic area, which has valuable geosites and landscapes, related to geoheritage, geodiversity, biodiversity, and cultural diversity aspects, and is managed for conservation, education and sustainable economic development of the community with the active involvement of the community and government so that they can be used separately to foster understanding and awareness of the community towards the earth and the environment” (perpres number 9 of 2019)”. holistic concept of geopark is include conservation, education and sustainable development. all unesco geopark have to promote educational activities for people all ages in order to raise awareness of geological heritage and its relationships with other aspects of natural, cultural, and intangible heritage. nowadays based on global geopark network created to education and to sustainable development goals for significantly contribute sustainable tourism development (catana & brilha, 2020). through the principles of conservation, education, and economic development for local community, geopark concept can make pangandaran tourism destinasion more sustainable. later, aspiring pangandaran geopark can be determined as a national geopark, aspiring unesco global geopark, until it is determined as unesco global geopark. geopark involve locals in conservation’s activities, and community believe that conservation the geopark improve the local economy. it can related according to the unesco’s recommendations, the criteria for a geopark include size and setting, management and local involvement, economic development, education, protection and conservation, and global network (farsani et al., 2011). tavares et al., (2020) in “the inventory of the geological and paleontological sites in the area of the aspirant geopark bodoquena-pantanal in brazil” explained that the importance of geopark, beyond the social and economic benefit is the ability to tell geological history. to promote geopark to become sustainable tourism is considered story about geological site such as early metazoans etc. this research is to seek and identification potential geotourism in pangandaran to promote as sustainable tourism. in other hand, result previous research considering the presence 12 geosite among 51 inventoried with international scientific relevant to proposed to a geopark. in fact, there is no further research related to the identification of the potential of aspiring pangandaran geopark based on three pillars of diversity. previous research related to the pangandaran geopark aspiring was only enriched by the identification of the potential 117 diversity of rare bird species in prospective geopark areas to support biodiversity (muladi et al, 2018) and the development of tourism models based on local wisdom tourism (bakti et al., 2018). to support the acceleration of the realization of pangandaran regency to become a unesco global geopark as envisioned by the local government, various initial activities must begin to uncover the potential of pangandaran regency to be proposed to become a geopark. in line with what was revealed by oktariadi (2015), the republic of indonesia presidential regulation number 9 of 2019 concerning the development of geoparks explained that, to make an area a geopark, adequate data and information are needed and meet the established criteria of having a geological heritage related to geodiversity, biodiversity, and cultural diversity. so this study aims to identify the potential of pangandaran as an aspiring geopark and mapping the potential distribution based on geodiversity, biodiversity, and cultural diversity. later it can be a reference in planning the development of geopark areas in the future pangandaran regency. research methods this type of research is survey-based research. the approach used in this research is qualitative research, with an analysis unit of geodiversity, biodiversity, and cultural diversity potential (which refers to theories from oktariadi, 2015 about the ‘dimensions of geopark forming’) at 10 districts in pangandaran regency (cijulang sub-district, cimerak, cigugur, kalipucang, langkaplancar, mangunjaya, padaherang, pangandaran, parigi, and sidamulih sub-district). this research was conducted from june 2019 to october 2019. the data used consisted of primary and the secondary data. primary data were obtained through field observations at pangandaran regency and semi-structured interviews. secondary data collection through desk study in the form of spatial information, policy documents (bappeda, the department of tourism and culture of pangandaran regency, and etc), and previous studies related geoparks. observation activities aim to determine the position of geodiversity, biodiversity, and cultural diversity potential on satellites using some software like global positioning system (gps) technology through timestamp camera basic software (version 1.101 for ios 8.0 or later). the results of observational data are processed through data collection (coordinate transformation, digitization, and editing), data plotting, and data conversion using geographic information system (gis) software (arcgis 10.3 for windows 10). interviews were conducted with actors directly involved in the tourism development of the pangandaran regency, including managers of each geotourism attraction and the tourism and culture office of pangandaran regency. the determination of data sources on the interviewee is done purposively (purposive sampling), which is chosen with specific considerations (sugiyono, 2010). the scope of the questions in the interview related to the ‘general description of tourism’, ‘the direction of tourism development’, and ‘tourism management’ in the pangandaran regency. this study uses interactive analysis model and map analysis. all of interview data were analyzed by applying content analysis in order to systematically exploring the content of information from the collected data (robson, 2002; hsieh & shannon, 2005). the steps or stages in the interactive analysis model are divided into three concurrent flows of activity (miles et al., 2014): (1) data condensation (refers to the process of selecting, focusing, simplifying, abstracting, and/ or transforming the data that appear in the full corpus or body of written-up field notes, interview transcripts, documents, and other empirical materials), (2) data display (display is an organized compressed assembly of information that allows conclusion drawing and action), and (3) conclusion drawing. while the map analysis is done to design the pangandaran geopark distribution potential map of aspiring with the steps previously described above. 118 map is processed by: results and discussions general conditions of pangandaran regency pangandaran regency is geographically located at coordinates 108º 41-109⁰ e and 07⁰ 41-07-07 50 s. pangandaran regency has 10 districts and 93 villages. in 2017, the population reached 406,898 people with an area of 168,509 ha. pangandaran regency boundaries are ciamis regency and banjarsari city on the north side, parigi district on the west side, cilacap regency on the east side, and indian ocean on the southern side. map of pangandaran regency administration can be seen on figure 1. figure 1. map of pangandaran regency administration (source: processed by researchers, 2019) form the perspective of geology, aspiring pangandaran geopark and surrounding areas have 6 (six) rock formations namely jampang formation rock, pamutuan, calcutite members of pamutuan formation, members of tuff marathon pamutuan formation, kalipucang formation, and alluvial deposits. in terms of disasters, pangandaran's tsunami potential is at the highest position compared to other tsunami potentials in other coastal areas in west java. the strong earthquake on july 16, 2006 provided strong evidence of environmental changes from the pre-tsunami lagoon to the mainland after the tsunami sand was deposited showing the magnitude of the earthquake that occurred at that time until a tsunami wave occurred and accompanied by land elevation. aspiring pangandaran geopark itself is a tourism destination that has the main theme of coastal tourism. seen from the beach line that has a variety of configurations ranging from white sandy beaches, rocky, with calm waters to high waves. there is also a karst area which is a diversity of geological heritage owned by pangandaran regency. 119 potential of geodiversity, biodiversity, and cultural diversity of pangandaran regency based on the results of data verification, most of them were agreed to be inventory into three forms of diversity (geodiversity, biodiversity, and cultural diversity), so below is a mapping of potential in each district in the pangandaran regency (table 1). table 1. three pillars of aspiring pangandaran geopark districts pillars geodiversity biodiversity cultural diversity cijulang 1. cijulang river 2. muarabengang cave 3. cisamping lake 4. green canyon 5. batu karas beach 6. bau cave 7. palatar dermaga 2 cukang taneuh 1. kertayasa village 1. sagati cultural park 2. saung angklung mang koko 3. gurame cultivation cimerak 1. hutan pagar bumi beach 2. muara getah beach 3. keusik luhur beach 4. cikaracak beach 5. legokjawa beach 6. bagong cave 7. kolor cave 8. madasari beach 9. karang seugeuh beach 10. sawer waterfall 11. jojongor beach 12. pacuan kuda legok jawa 1. salt mine cigugur 1. panorama pasir bentang 2. muara cijalu river 3. leuwi kerti river 4. leuwi leutak waterfall 5. deng-deng waterfall 6. pagar bumi forest 7. ciwayang river 8. cipatahunan river kalipucang 1. haur mountain 2. karang nini beach 3. karapyak beach 4. solok timun beach 5. donan cave 6. majingklak 7. tpi palatar agung 8. nusa wereh cave 9. batu kasur beach langkaplancar 1. parang mountain 2. langkob cave 3. bilik waterfall 4. tanjung waterfall 5. luhur waterfall 1. kh abdul hamid cultural reserve mangunjaya 1. majapahit heritage site padaherang 1. pemandian air panas 2. cileutik tonjong waterfall 3. bunton waterfall 4. cipalungpung cave 1. dayang sumbi cultural reserve 2. syekh muhtar cultural reserve 3. jagapati cultural reserve 4. gedeng mataram cultural reserve 120 5. syekh abdullah ciayam cultural reserve 6. lingga kencana cultural reserve 7. eyang kh santarudin cultural reserve 8. astana budha cultural reserve pangandaran 1. barat pangandaran beach 2. timur pangandaran beach 3. bojong waterfall 4. badak paeh cave 5. bojong lekor cave 6. pingit river 7. jembe enum waterfall 1. natural reserve & nature tourism park pananjung parigi 1. citumang river 2. santirah river 3. lanang cave 4. sutra regregan cave 5. jogjogan 6. batu hiu beach 7. batu lumpang 8. pepedan hill sidamulih 1. pule waterfall 2. komplek sodong panjang 3. karang tirta 4. kurung waterfall (source: processed by researchers, 2019) 1. geodiversity potential of pangandaran regency according to presidential regulation number 9 of 2019 concerning geopark development, geological diversity is a description of the uniqueness of geological components such as minerals, rocks, fossils, geological structures, and landscapes that form the intrinsic richness of an area and the existence of a wealth of distribution, and conditions that can represent the geological evolutionary process of the area. following are a few examples of the diversity of geological resources owned by pangandaran regency: 1.1 green canyon based on the java-bali spatial planning in republic of indonesia presidential regulation number 28 of 2012, there is a geological protection area in pangandaran based on special interest tourism. one of the objects identified as geodiversity is cukang taneuh or green canyon (figure 2). this cijulang karst area may not be well known by the public at large. however, the name green canyon or cukang taneuh, has been widely known as a natural tourist attraction located about 28 kilometers west of pangandaran precisely in the village of kertayasa in cijulang district, pangandaran regency. in terms of hydrogeology or the study of groundwater, not many people know that green canyon is a karst hydrogeology, the cijulang karst. the name cijulang also comes from the name of the river that divides this karst region. 121 figure 2. green canyon (source: researcher documentation, 2019) the groundwater flow system in the karst region is unique. this is due to the fact that water becomes a media to form its own flow area by dissolving rocks that pass under the surface of the soil. if the cavities formed from the dissolution result are interconnected, then a channel will form an underground river. at ground level, a karst area may not show water flow. however, just below it, in the caves, there may be a flow of water, both in the form of channels or rivers. these waterways beneath the surface are all formed by the dissolution process. with a wealth of scientific geological heritage, has a beautiful view and has a supporting function for the environment while contributing to the civilization of the local community, especially for tourism, the green canyon is considered to be appointed as geoheritage pangandaran regency. 1.2 lanang cave lanang cave is located in the village of selasari, parigi district, pangandaran regency and can be reached from the pangandaran coastal area for approximately 1.5 hours. the nickname of lanang cave is because there are sedimentary rocks shaped like male genitalia (in sundanese, its called ‘lanang’). this cave is a complex cave that has 9 (nine) caves, namely petapan cave, adu stone, karaton, tiger, gugurah, petir, bagong, apu and, kaharti kabawa. lanang cave is a karst cave complex in which many stalactites are found stalactites with unique shapes (figure 3). in terms of geology, related to the unique process of stone formation, it can be a source of interpretation to educate tourists. because interpretation is an important component in the development of geotourism (wulung et al., 2019b). figure 3. lanang cave (source: researcher documentation, 2019) 122 1.3 bojong waterfall bojong waterfall is located on the river ciputrapinggan at coordinates 108º 40 ’43.3" e and 7⁰ 38 "46" s. this waterfall has a height of 5.5 m and is arranged by the volcanic breccia unit of the jampang formation, with the monomic components of andesite frozen rock (figure 4). in general, geologically the waterfall does not show any layers, the breccias that are exposed have a matrix of fresh gray tuff and weathered grayish black, hard, there is a vesicular structure, large grains of medium-coarse, medium disaggregated, closed container, and there are kuarssa, biotite, and feldspar minerals. the volcanic breccia unit is estimated to be in early oligocene-miocene age. figure 4. bojong waterfall (source: researcher documentation, 2019) 2. biodiversity potentials of pangandaran regency according to oktariadi (2015), biodiversity is a term to express the level of biodiversity of natural resources which covers their availability and distribution of ecosystem diversity, species diversity, and genetic diversity. biodiversity is part of the ecosystem which is very important not only for the sustainability of the ecosystem itself, but also is important for human life now and in the future (withaningsih, 2017). the following below is an example of the biodiversity owned by pangandaran regency: 2.1 bird species diversity in the pananjung nature reserve and cijulang karst areas based on the study of literature from the results of research conducted mulaidi et. al, (2018) related to bird species diversity reeps (rare, endangered, endemic, protected species) in the pangandaran geopark area candidate, west java, the total number of bird species found in 45 species from 24 families with 14 species of birds found in both locations namely pananjung pangandaran nature reserve and kertayasa village. then the diversity of bird species and the number of birds with protected status based on government regulation (pp) number 7 of 1999 and cites appendix i and ii in the pananjung nature reserve and nature tourism areas are higher than those in the cijulang non-conservation karst area. in the prospective geopark area there are 45 species of birds from 24 families, 40 of them were found in the pananjung pangandaran nature reserve, 19 species were found in kertayasa village, cijulang district, and 14 species of birds were found in both locations. recorded species of birds that dominate in both places are from the family pycnonotidae with five species observed, namely cucak kuning (pycnonotus melanicterus), cucak kutilang (pycnonotus aurigaster), merbah belukar (pycnonotus plumosus), merbah cerukcuk (pycnonotus plumosus), and merbah corok-corok (pycnonotus simplex). 2.2 abiotic environment that supports biotic ecosystems in nature reserves and pananjung nature tourism parks the nature tourism park (ntp) and nature reserve (nr) pananjung are located in one pangandaran peninsula area with coordinates of -7.703608 s 108.659184 e. taman wisata alam occupies a small portion of the outer portion of the pangandaran peninsula 123 (north, west and east) covering an area of 34,321 ha, while the nature reserve covers an area of 454,615 ha. in the ntp and nr panananjung areas there are diverse geological, biological and archaeological sites (figure 5). geological diversity that is there are panggung cave, pangandaran waterfall, and layar stone. while biodiversity in nr there are cikamal savana, fauna of monkeys, deer and buffalo, as well as flora such as rafflesia arnoldi (bangkai flower). while, then the existing archaeological site is the kalde stone site and patilasan, one of the prominent figures who spread islam in pangandaran. figure 5. a) panggung cave; b) pangandaran waterfall; c) layar stone; d) cikamal savana (source: researcher documentation, 2019) 3. potential cultural diversity of pangandaran regency cultural diversity is the work of art and culture of the surrounding community which is the result of human interaction with the natural surroundings. cultural diversity is related to the understanding of local communities in responding to existing natural conditions (oktariadai, 2015). according to bakti et al., (2018), tourism potential in pangandaran is not only beach tourism, but also cultural tourism, because in the region there are many sites of ‘sunda buhun’ relics, both in the form of sacred tombs and the appearance of ancient figures, as well as various ritual inheritance of the elders in ancient times. the following below is an example of the cultural diversity of pangandaran regency: 3.1 badud art badud traditional art is an art that was born in kampung badud, margacinta village, cijulang district, pangandaran regency (maulana et al., 2019) (figure 6). where this art has been around for a long time and the exact number of years is not known. in the beginning, the performance of badud art became part of the ritual when the harvest arrived, namely at the accompaniment session where the community brought the harvest to the granary in the village. the session had recorded the year number, which was 1928. according to the narrative of aki ardasim and aki ijot which are karuhun in kampung badud, badud art is estimated to have existed since 1880 in margajaya hamlet. the role material is then added by wearing animal mask attributes such as langurs, monkeys, coyotes, tigers and boars made with makeshift materials. with dance movements mimicking the movements of animals in accordance with the masks they wear. a b d c 124 figure 6. badud art (source: researcher documentation, 2019) 3.2 angklung mang koko angklung mang koko is from margacinta village, cijulang district, pangandaran regency (figure 7). in angklung mang koko there are various types of angklung sizes ranging from normal to measuring 2-7 meters, then the shape is different from the angklung that we usually know. this can be seen from the amount of bamboo used consisting of 3 bamboo pieces. locals used to call him by the name of roel. the number 3 bamboo means father, mother and child. this angklung is a development from angklung which is commonly used on badud musical instruments. along with the development era mang koko also modified the badud angklung into a modern angklung. angklung which is usually played is usually moved sideways, but mang koko now also creates an angklung that can be moved like we play the piano, which is then called ‘angklung toel’. but the sound or sound that comes out does not change the original sound of an angklung, it's just that mang koko changes the way he plays the angklung. tourists can enjoy and learn to play angklung instruments and can also shop for souvenirs for sale. figure 7. angklung mang koko (source: researcher documentation, 2019) 125 mapping the potential distribution of pangandaran regency as an aspiring geopark the points observed in this study were focused into two zones, namely the western zone (cijulang district and parigi district) and the eastern zone (pangandaran district). of the ten districts, the two zones have their respective characters (themes) that can be raised in the development of the geoarea. the eastern zone is identical to the coastal area (with a length reaching 91 km), while the western zone is identical to the karst area (15 km to the west of the eastern zone). based on the results of interviews with the tourism destination management sector, the tourism and culture office of pangandaran confirmed the direction of developing the aspiring pangandaran geopark by taking up the theme: "for the aspiring pangoparan geopark, we push it not for the coast if we can, but for other unique things, such as our geological potential, we have karst and outcrops of breccias formed in the jampang formation about 18 million years ago to the west" (dudung cahyadi. interview results, 2020 october 17) from the potential geodiversity and biodiversity that have been identified in the previous chapter, geological sites whether mountains, jungles, oceans, mountains, or rivers are all in pangandaran. while cultural diversity will be a supporter or added value for the aspiring pangandaran geopark. the development of special interest destinations such as geopark also requires a management system (siti 2001; in suarta et al., 2017) and appropriate market targets or segmentation (utama et al, 2019). adopting these two quotations, product differentiation from each geoarea can be a future development program after it has been determined which geological sites will be geoheritage and which geological sites will be used as primary geotourism attractions. based on the existing conditions, the differentiation pattern planned by the head of tourism and culture of the pangandaran regency refers to the spatial pattern of the base camp (putra et al., 2020). this pattern makes the pangandaran beach area a gateway complex (main entrance) and staging area (staging areas that keep tourists staying with adequate safety and accessibility), then tourist attractions outside the area can be attractive options to visit afterward. this is in line with what the head of tourism and culture of pangandaran said: "... to make tourists feel at ease ... the food is spoiled, the setting is also ... hotels, restaurants, travel agents, guide services of all kinds to the money exchange there (in pangandaran beach area) ... so one day in pangandaran which is the core ... then it can go to power another tourist attraction ... " (undang sohbarudin. interview results, 2020 october 17) this pattern can certainly support the differentiation of geotourism attraction products that are scattered in pangandaran by grouping them into several geoareas. this is consistent with previous research related to geotourism route planning on natuna island, which says that the distribution of geodiversity can be a potential for geopark development with thematic geotourism (wulung et al., 2019). following below are the results of mapping the potential points and tourist attractions in the two regions (figure 8). at least in the western region found 11 potential geodiversitybased tourist attractions (5 sites in cijulang district, 5 sites in parigi district and 1 site in sidamulih district). then in the eastern region or in pangandaran district, 4 geodiversitybased tourist attractions are found, as well as 1 biodiversity, geodiversity and cultural diversitybased tourist attraction. based on the results of the field observations, the region of pangandaran regency as a geopark candidate can be delineated based on the abundance of existing geological features. those are three geoarea which have great opportunities to be developed into geopark, namely pangandaran coastal geoarea, parigi geoarea, and cijulang karst geoarea (figure 8). 126 figure 8. distribution potential map of aspiring pangandaran geopark (source: processed by researchers, 2019) i. pangandaran coastal geoarea consists of 3 sites. geological site-based on geodiversity, namely: timur pangandaran beach and barat pangandaran beach. and then, geological site based on geo, bio and cultural diversity in the nr and ntp pananjung; ii. parigi geoarea consists of 6 sites. geological site based on geodiversity, namely: citumang river, jojogan wonder hill, batu hiu beach, lanang cave, pepedan hill and reregan silk cave; and iii. cijulang karst geoarea consists of 7 sites. geological site-based on geodiversity, namely: bau cave, green canyon, batu karas beach, cisamping lake. and then, geological site-based on cultural diversity, namely: sagati cultural park, saung angklung mangkoko and badud art. conclusion in addition to geological sites, there are also many non-geological sites in aspiring pangandaran geopark that can be developed into geotourism attractions and tourist attractions with high cultural diversity and biodiversity values for provision as aspiring pangandaran geopark. there are 18 geological site-based on geodiversity, 2 geological site which has biodiversity in the form of rare bird ecosystems, and also around 14 geological sitebased on cultural diversity, identified through literature studies and field verification. subdistrict which has three pillars of diversity is cijulang subdistrict, where the subdistrict is a karst area. referring to the geological and non-geological potential in pangandaran, the capital of pangandaran regency is a geopark area. so that in the future, with information on the potential of the three aspects of diversity pillars, it can be a reference for making development plans to accelerate pangandaran regency which aspires to become a national geopark, until being a global geopark or better known as unesco global geopark (ugg). this geopark concept is expected to make pangandaran regency as a sustainable tourism destination. i i i ii i map is processed by: 127 acknowledgement we would like to thank the entire academic community at the sustainable tourism master program, postgraduate school, universitas padjadjaran for all forms of contribution and support in completing this research. we would also like to thank the chairperson of the sustainable tourism master program, dr. evi novianti, m.si, who has supported a system of collaboration between lecturers and students to create scientific papers on the tourism ecosystem course. references bakti, i., sumartias, s., damayanti, t., & nugraha, a. r. 2018. pengembangan model komunikasi pariwisata berbasis kearifan lokal di kawasan geopark pangandaran. jurnal kajian komunikasi, 6(2), 217. https://doi.org/10.24198/jkk.v6i2.18459 bappeda. 2017. “rencana besar pengembangan destinasi wisata kelas dunia provinsi jawa barat”. west java: regional development planning board. catana, m. m., & brilha, j. b. 2020. the role of unesco global geoparks in promoting geosciences education for sustainability. geoheritage. https://doi.org/10.1007/s12371020-00440-z farsani, n. t., coelho, c., & costa, c. 2011. geotourism and geoparks as novel strategies for socio-economic development in rural areas. international journal of tourism research. https://doi.org/10.1002/jtr.800 fitriani, n., husodo, t., ratningsih, n., miranti, m., & annisa. 2018. “pemahaman dan pengetahuan masyarakat terhadap rencana geopark pangandaran”. ethos, 6, (1). hsieh, h. f., & shannon, s. e. 2005. three approaches to qualitative content analysis. qualitative health research. https://doi.org/10.1177/1049732305276687 maulana, muhammad iqbal, moh. sapari dwi hadian, e. n. 2019. pengembangan pariwisata kreatif di kampung badud desa margacinta kabupaten pangandaran. binawakya ejurnal. miles, b. m., huberman, m., saldana, j. 2014. qualitative data analysis a methods sourcebook: edition 3. sage publications. inc. muladi f., withaningsih s., iskandar j., & parikesit., 2018. “keanekaragaman jenis burung reeps (rare, endangered, endemic, protected species) di calon kawasan geopark pangandaran, jawa barat”. biotika, 16, (1). oktariadi, o. 2015. “geopark dan tata ruang”. retrieved on 3rd march 2019 from: https://www.atandspatial.bappenas.go.id/km/files/20141113161357_geopark_dan_tata _ruang.pdf/ pásková, m., & hradecký, p. 2014. aspiring geopark rio coco (nicaragua). international multidisciplinary scientific geoconference surveying geology and mining ecology management, sgem. putra, r. r., siti khadijah, u. l., & rakhman, c. u. 2020. pemanfaatan teknologi informasi dan komunikasi dalam penerapan konsep smart tourism di kabupaten pangandaran. jurnal master pariwisata (jumpa). https://doi.org/10.24843/jumpa.2020.v07.i01.p12 robson, c. 2002. real world research: a resource for social scientists and practitioner researchers, 2nd ed.; blackwell publishers: oxford, uk, isbn 978-0-631-21304-8. 128 suarta, i. k., swabawa, a. a. p., & budiarta, i. p. 2017. special-interest marine tourism development in serangan village, denpasar. international journal of applied sciences in tourism and events. https://doi.org/10.31940/ijaste.v1i2.649. sugiyono. 2010. metode penelitian kuantitatif, kualitatif dan r&d. alfabeta. tavares, g. n. d., boggiani, p. c., de moraes leme, j., & trindade, r. i. 2020. the inventory of the geological and paleontological sites in the area of the aspirant geopark bodoquena-pantanal in brazil. geoheritage. https://doi.org/10.1007/s12371-020-004378. tourism development master plan of west java province in 2016-2025. utama, i. g. b & suyasa, n. l. c. p. s. 2019. “the visitor segmentation of jatiluwih bali”. international journal of applied sciences in tourism and events, 3, (2). http://dx.doi.org/10.31940/ijaste.v3i2.1339. withaningsih, s., parikesit., mustikasari, i. a., noorahya, f., akbar, m. n. 2017. “perencanaan konseptual menuju global geopark pangandaran: kontribusi aspek keanekaragaman hayati”. biotika, 15, (2). wulung, s. r. p & rajoendah, m. i. k. 2019. sustainable tourism development through geotourism route planning: a case study of natuna island. the first sustainable tourism national seminar stp mataram, isbn: 978-623-91903-0-9 wulung, s. r. p., yuliawati, a. k., & hadian, m. s. d. 2019. geotourism potential analysis of north kalimantan. https://doi.org/10.2991/isot-18.2019.63 http://dx.doi.org/10.31940/ijaste.v3i2.1339 international journal of applied sciences in tourism and events volume 5 issue 1 year 2021 pages 77-87 doi: http://dx.doi.org/10.31940/ijaste.v5i1.2097 url: http://ojs.pnb.ac.id/index.php/ijaste 77 the influence of service quality, destination image, and memorable experience on revisit intention with intervening variables of tourist satisfaction rismawati 1*, edy sahputra sitepu 2 1,2business administration department, politeknik negeri medan, indonesia *corresponding author: rismawatisitumorang2004@yahoo.com¹, adysitepu@polmed.ac.id² abstract: this study aims to build a model for tourists' revisit intention who come to visit tourist destinations. this study uses primary data with 400 samples assigned by random sampling. the data were processed using the structural equation model (sem). in total (total effect) of each variable, which has the most considerable full effect, is given the destination image followed by service quality, tourist satisfaction, and memorable experience, respectively. for the mediation role, it is found that the tourist satisfaction variable is a mediator of the relationship between an unforgettable experience and revisit intention. tourist satisfaction is not a mediator of the relationship between service quality and revisit intention and tourist satisfaction, nor is it a mediator of the relationship between destination image and revisit intention. regarding revisit intention, the analysis results show that this variable is significantly influenced by the variables of service quality, destination image, and tourist satisfaction. meanwhile, the effect of memorable experience is not statistically significant. the results of this study prove that efforts to increase tourists' revisit intention can be made by improving destination management that considers service quality, destination image, memorable experience, and tourist satisfaction. keywords: service quality, destination image, memorable experience, revisit intention, and tourist satisfaction history article: submitted 1 january 2021 | revised 28 february 2021 | accepted 10 march 2021 how to cite: rismawati, sitepu, e. s. (2021). the influence of service quality, destination image, and memorable experience on revisit intention with intervening variables tourist satisfaction. international journal of applied sciences in tourism and events, 5(1), 77-87. doi: http://dx.doi.org/10.31940/ijaste.v5i1.2097 introduction currently, indonesia is focused on promoting the tourism sector in supporting the national economy. the government wants the tourism sector to become the prime mover of the national economy. tourism itself is classified into the world's largest industry group. it is evidenced by the strategic contribution of domestic income from the tourism sector, a contributor to foreign exchange, and many new jobs for the community. even the tourism sector can also be a safeguard for the country's economy when a crisis hits the state. the role of the tourism sector includes as a source of foreign exchange. it's because every foreign tourist who comes to visit must convert their currency into rupiah. on the one hand, this conversion will strengthen the rupiah's value and support the country's foreign exchange. the more foreign tourists who come to visit, the more foreign exchange will be collected. another thing from tourism activities that can benefit the country's economy is that if the tourist destination in a developing area develops, the site will develop sooner or later. there will be improvements to facilities and infrastructure; there will be built hotels, various restaurants, souvenir shops, and multiple services such as spa, barbershop, laundry, etc. furthermore, it will trigger the emergence of diverse employment opportunities, either directly or indirectly, to support tourism activities. of course, this will then be able to reduce the unemployment rate around tourism destinations. it must be realized indonesia itself is a country with tremendous and strategic potential in the tourism sector. indonesia has a beautiful landscape, and this natural beauty has been recognized by tourists who visit. not only is its natural beauty attractive, but indonesia is also http://dx.doi.org/10.31940/ijaste.v5i1.2097 international journal of applied sciences in tourism and events 78 unique in its social, cultural, and historical significance, which continues to increase the national tourism competitiveness ranking. based on the 2019 world economic forum, indonesia is ranked 40 in tourism competitiveness (prodjo, 2019). it is also essential to strive to increase the number of tourist visits to a destination. with so many tourist visits, the stretch of tourism will continue to grow. nevertheless, maintaining the desire of tourists to return to visit (revisit intention) is also essential. revisit intention is an exciting thing to study when this concept has been transformed from the idea of product marketing in marketing science and then shifted to tourism marketing. theoretically, revisit intention is a stage from post-purchase or consumption of a product or service. at the post buying stage, satisfied consumers (in this case, tourists) will make a return visit to a tourist destination and even join in saying good things about the tourist destination (words of the mouth). the revisit intention of tourists is currently increasingly becoming the attention of researchers in the tourism sector. many studies have examined this revisit intention, among others; luo et al. (2011), yuniawati & finardi (2016), hung et al. (2016), loi et al. (2017), kim et al. (2017), park et al. (2018), li et al. (2018), rusdin & rashid (2018), sthapit & björk (2019), seetanah et al., (2020), sitepu et al., (2020), etc. luo et al. (2011) stated that experiential marketing's contribution positively and significantly affects revisit intention. yuniawati & finardi (2016) explained that customer experience positively and significantly impacts revisit intention. hung et al. (2016) linked creative experiences and memorability with revisit intention in creating active tourism activities. loi et al. (2017), in their research, suggest that destination image and tourist satisfaction affect revisit intention. kim et al. (2017) analyzed the impact of weather and tourist satisfaction on revisit intention. park et al. (2018) examined the influence of nostalgia and tourist satisfaction related to revisiting intention. (2018) suggest how a tourist destination's image has an essential effect on revisit intention. rusdin & rashid (2018) describe decision and service quality in influencing revisit intention. sitepu et al. (2020) argue that revisit intention is influenced by the implementation of sustainable tourism, tourist satisfaction, perceived experience, and tourist decisions. from a number of these studies, researchers generally only linked some variables partially, for example, tourist satisfaction with revisit intention or tourist memorable experience with revisit intention or destination image and satisfaction associated with revisit intention. the research gap that concerns researchers is to formulate a revisit intention model that is more complete than the previous models. in this study, three exogenous variables were used: service quality, destination image, and memorable experience. the three variables are thought to have a direct effect on revisit intention. furthermore, indirectly, the three exogenous variables affecting revisit intention through the intervening tourist satisfaction variable. the objectives of this research activity are 1) to find out and analyze how service quality, destination image, and memorable experience directly affect tourists' revisit intention who come to visit medan city, 2) to find out and analyze whether service quality, destination image, and memorable experience do not directly affect revisit intention through the intervening tourist satisfaction variable, 3) an alternative model was found for efforts to increase tourist visits to medan city. methodology this study uses primary data by distributing questionnaires to respondents who are determined by random sampling. the number of respondents used was 400 people, with criteria, among others; never been to medan city, aged 17 years and over, come from within the country or abroad. for domestic respondents, the respondents must come from a city other than medan (excluding districts/cities directly adjacent to medan, such as binjai and deli serdang. data collection methods in this study were questionnaires and questions/statements in this research. uses a likert scale, which means a scale of 6 to measure a person's attitudes, perceptions, and opinions about various social problems (sugiyono, 2016). furthermore, the data were analyzed through the stages required to examine the structural equation model (sem). the steps started from the validity test, reliability test, normality test, outlier test, and model modification according to modification indices and the goodness of fit model (gof) test. gof itself includes; chi-square value (x2) to test whether there is a deviation international journal of applied sciences in tourism and events 79 or level of compatibility between the sample covariance matrix and the model covariance matrix and the importance of goodness of fit indices (gfi), which is a measure of the accuracy of the model in producing the observed matrix covariances. this gfi value ranges from 0 1. the closer to number 1, the model is declared the better. besides, other criteria that must be met are also considered, such as the value of the adjusted goodness of fit index (agfi), root means the square error of approximation (rmsea), comparative fit index (cfi), and others. a review was also carried out on the standardized total effect output, direct effect, and indirect effect (kline, 2015). the sem model, which is built based on the theoretical framework and previous research as follows: (source: author data, 2020) figure 1. research model results and discussions results of the 400 questionnaires distributed to respondents, 400 were returned and received by researchers, and no questionnaire was damaged. the questionnaire that deserves to be analyzed is as many as 400 questionnaires, and then the response rate is 100%. based on the results of filling in the respondents from the returned questionnaires, it can be obtained a description of the respondents' characteristics based on gender. based on gender, 53% of the 400 respondents were male, and 47% female. based on marital status, most respondents were single as many as 243 people (60.8%), while respondents who were married were 157 people (39.3%). based on the age of the respondents, the majority of respondents were 20-29 years old, as many as 183 people (45.8%). for ages 30-39, as many as 169 respondents (42.3%). for respondents aged 40-49, as many as 41 people (10.3%) and respondents aged 50-59, as many as seven people (1.8%). furthermore, based on the respondents' education level, it can be seen that the number of respondents with a high school education level was 109 people (27.3%). in comparison, respondents with a diploma education level were 158 people (39.5%). there were 106 respondents with an undergraduate education level (26.5%) and 22 respondents with a master's degree (5.5%). respondents with doctoral education are five people (1.3%). as for tourists' origin, 70% of tourists who became respondents came from within the country, and 30% came from abroad. the revisit intention variable' in this study is measured using four critical statements in a questionnaire based on four indicators. based on the table, the overall average mean is 4.609. of these four indicators, the one with the highest average value is sense of place (ri_2)-the taste international journal of applied sciences in tourism and events 80 when visiting a tourist spot is according to what tourists imagine with a value of 4.682. in second place is novelty seeking (ri_4)-tourists discover new and unique things in their activities to visit tourist destinations with a mean value of 4.588. in third place is attachment to place (ri_3)tourist destinations have provided complete facilities and various facilities in services that tourists want with a mean value of 4.570. while the fourth place is past visit (ri_1)-tourists are satisfied with the experience they felt on the previous visit with a mean value of 4.568. table 1. respondents' answers to the revisit intention variable no indicator frequency total mean sts ts ks s ss sss 1 past visit (ri_1) 4 7 44 118 157 70 400 4.568 2 sense of place (ri_2) 0 4 39 118 158 81 400 4.682 3 attachment to place (ri_3) 3 4 47 131 138 77 400 4.570 4 novelty seeking (ri_4) 1 3 42 145 132 77 400 4.588 average 4.609 this study's tourist satisfaction variable is measured using critical statements in a questionnaire based on four indicators. based on the table, the overall average mean is 5.045. of the four indicators with the highest average value, namely the price and costs incurred (ts_4), according to tourists' experience when visiting, the expenses and costs incurred for tourism activities are appropriate. the ts_4 value is 5.128. second is the quality of service (ts_2) tourism facilities and infrastructure at the destination are already good and according to tourist expectations with a mean value of 5.060. destination quality (ts_1) of various existing attractions and culinary attractions in tourist destinations is under tourist expectations, being in third place with a mean value of 5.008. the fourth place is emotional closeness (ts_3). the tourists are emotionally interested in this destination, with a mean value of 4.985. table 2. respondents' answers for tourist satisfaction variables no indicator frequency total mean sts ts ks s ss sss 1 destination quality (ts_1) 1 3 23 87 137 149 400 5.008 2 service quality (ts_2) 0 1 23 86 131 159 400 5.060 3 emotional closeness (ts_3) 0 3 19 102 144 132 400 4.958 4 price and expense (ts_4) 0 1 19 79 130 171 400 5.128 average 5.045 this study's service quality variable was measured using five critical statements in a questionnaire based on five indicators. based on the table, the overall average mean is 4.609. of the five indicators with the highest average value, namely reliability (sq_2), the destination's ability to provide services as promised accurately and reliably has gone well, with a mean value of 4.682. second is empathy (sq_5), where people and operators in tourist destinations have communicated well and understand consumer wants, with a mean value of 4.640. assurance (sq_4), people and operators in tourist destinations have the competence, credibility, and provide a sense of security to tourists in third place with a mean value of 4.588. the fourth place is responsiveness (sq_3); people in tourist destinations are willing to help and provide fast and precise service, with a mean value of 4.570. meanwhile, in fifth place is tangible (sq_1), the appearance of physical facilities, equipment, personnel, and communication materials in tourist destinations is good, with a mean value of 4.568. table 3. respondents' answers for service quality variables international journal of applied sciences in tourism and events 81 no indicator frequency total mean sts ts ks s ss sss 1 tangible (sq_1) 4 7 44 118 157 70 400 4.568 2 reliability (sq_2) 0 4 39 118 158 81 400 4.682 3 responsiveness (sq_3) 3 4 47 131 138 77 400 4.570 4 assurances (sq_4) 1 3 42 145 132 77 400 4.588 5 empathy (sq_5) 1 9 42 115 147 86 400 4.640 average 4.609 this study's destination image variable was measured using three critical statements in a questionnaire based on three indicators. based on the table, the overall average mean is 5.009. of the three indicators that have the highest average value, namely cognitive image (di_1), according to natural and cultural resource tourists, tourism infrastructure in general, climate, social and natural environment 3s (sea, sand, and sun) are acceptable as destinations, with a mean value of 5.033. the second place is the unique image (di_2); this destination has a uniqueness or uniqueness different from other destinations, with a mean value of 5.015. in the third place is affective image (di_3). this destination has tourist attractions, comfort, value for money, and an exotic atmosphere of a tourist destination that tourists imagine, with a mean value of 4.980. table 4. respondents' answers for destination image variables no indicator frequency total mean sts ts ks s ss sss 1 cognitive image (di_1) 1 0 14 90 160 135 400 5.033 2 unique image (di_2) 0 0 21 89 153 137 400 5.015 3 affective image (di_3) 2 3 23 89 139 144 400 4.980 average 5.009 to measure this study's destination image variable, six key statements were used in the questionnaire based on six indicators. based on the table, the overall average mean was 4.833. of the six indicators used, the highest mean value is found in physical experience and lifestyle (me_4), with a mean value of 5.015. in second place is the social identity experience resulting from the reference group or culture (me_5) with a mean value of 4.880. in the third-order are destination names, visual symbols, verbal slogans, jingles, giving a good impression of a tourist destination (me_6) with a mean value of 4.875. in fourth place is cognitive experience (me_3), with a mean value of 4.788. the fifth place is affective experience (me_2) with a mean value of 4.742 while in the 6th position is sensory experience (me_1); colors, music, sounds, raw materials, taste, texture give me a distinct impression which adds to my memories of the destination, with a mean value of 4.700. table 5. respondents' answers to memorable experience variables no indicator frequency total mean sts ts ks s ss sss 1 censorism experience (me_1) 5 6 33 111 150 95 400 4.700 2 affective experience (me_2) 4 4 31 115 144 102 400 4.742 3 cognitive experience (me_3) 5 3 31 107 141 113 400 4.788 4 physical experience and lifestyle (me_4) 1 3 20 82 153 141 400 5.015 5 experience of social identity resulting from reference group or culture (me_5) 1 5 33 92 140 129 400 4.880 6 destination names, visual symbols, verbal slogans, jingles, give a good 3 4 28 94 147 124 400 4.875 international journal of applied sciences in tourism and events 82 no indicator frequency total mean sts ts ks s ss sss impression of a tourist destination (me_6) average 4.833 the next stage is the validity test and the reliability test. the validity test is carried out by the convergent validity test to test the construct (indicator), whether it has a high proportion of variance. meet the criteria if the value of c.r. > 1.96, while the loading factor or standardized loading estimate> 0.5. to facilitate the results of this validity test, it is carried out directly using the confirmatory factor analysis technique as on figure 2 below. (source: author data, 2020) figure 2. validity test results using cfa the reliability test is done using a construct reliability test, which tests the data's reliability and consistency. fulfills the criteria if the value of construct reliability > 0.7. the value of construct reliability between 0.6 to 0.7 is still acceptable, provided that the construct validity (indicator) in the model is good. ghozali (2013) explains that a variable's indicator is called reliable if the ave value is ≥ 0.05 and cr ≥ 0.07. table 6. reliability test results with cr and ave values no variable cr ave 1 revisit intention (z) 0.888 0.789 2 service quality (x1) 0.927 0.837 3 destination image (x2) 0.892 0.769 4 memorable experience (x3) 0.851 0.708 5 tourist satisfaction (y) 0.936 0.821 after analyzing the latent variable forming indicators' validity and reliability, the subsequent analysis is the full model structural equation modeling (sem) analysis. analysis of the data processing results at the entire model sem stage was carried out by conducting a model feasibility test and a causality significance test. the path diagram for the complete analysis of the invalid and reliable indicator models has been aborted and is presented in figure 3. based on the figure, international journal of applied sciences in tourism and events 83 it can be seen that the model's feasibility test value has shown a fit model. so there is no need to modify the model based on modification indices according to amos recommendations. (source: author data, 2020) figure 3. the full model structural equation model (sem) output discussions the results of the data normality test shown showed that no cr value was outside +2.58. so it can be concluded that the univariate is good. the normality test was carried out using the critical ratio criteria of ± 2.58 at a significance level of 0.01 (1%) (ghozali, 2012), so it can be concluded that there is no deviant data. likewise, these results are supported by the outlier test that has been carried out. multivariate outliers test in the structural equation modeling analysis, the outliers' evaluation can be seen at the mahalanobis distance value at the level of p <0.05. mahalanobis distance is evaluated using the chi-square degree of freedom equal to the number of indicators used in the study. if the mahalanobis distance is greater than the chi-square value, it is categorized as a multivariate outlier. based on the chi-square value with 71 degrees of freedom (number of variable indicators) at a significance level of 0.001, namely 425, the mahalanobis value that exceeds or is above 425 identifies the existence of multivariate outliers data. based on the table above, it can be seen that the highest value lies in the third observation of 192.761, which is still below 425. based on this description, it can be concluded that there are no multivariate outliers from the data used in this study, so all data is free from outliers. then do the goodness of fit test. the results are presented in table 7 below, which shows all the essential indicators that the model used is good and meets the required goodness of fit criteria. table 7. the goodness of fit criteria goodness of fit criteria acceptance limits goodness of fit value conclusion chi square (cmin) smaller is better 589.867 fit degree of freedom the value must + 200 fit probability > 0.05 0.07 fit cmin/df <2.0 or <5.0 2.949 fit rmsea 0.05≤rmsea≤0.08 0.070 fit tucker lewis index (tli) 0.80≤tli≤1 0.931 fit composite fit index (cfi) 0.80≤cfi≤1 0.940 fit goodness of fit index (gfi) 0.80≤gfi≤1 0.882 fit international journal of applied sciences in tourism and events 84 the next stage is to test the hypothesis. hypothesis testing was carried out using the causality table between variables, as presented in table 8. it can be seen that based on several relationships built between the variables of this study, all relationships are positive, and the majority are statistically significant. there is only a minority relationship that is not statistically significant, among others, the influence of service quality on satisfaction, the impact of service quality on revisit intention, and the effect of destination image on revisit intentions. this result is in line with several studies previously stated, among others: this result is in line with some studies previously stated, among others; luo et al. (2011), yuniawati & finardi (2016), hung et al. (2016), loi et al. (2017), kim et al. (2017), park et al. (2018), li et al., (2018), rusdin & rashid (2018), sthapit & björk (2019), seetanah et al., (2020), sitepu et al., (2020), etc. table 8. hypothesis test result estimate s.e. c.r. p label satisfaction <--service quality .063 .067 .948 .343 not significant satisfaction <--destination image .449 .070 6.454 *** significant satisfaction <--memorable experience .403 .054 7.490 *** significant revisit <--memorable experience .039 .059 .669 .504 not significant revisit <--service quality .329 .071 4.639 *** significant revisit <--destination image .209 .077 2.722 .006 significant revisit <--satisfaction .277 .065 4.246 *** significant table 9 shows how the total effect of the variables used in this study, where memorable experience has a sweeping impact on revisit intention of 0.156. the impact of total service quality on revisit intentions is 0.298, and the effect of real destination image on revisit intention is 0.299. the impact of complete tourist satisfaction on revisit intention is 0.286. thus, the destination image's most considerable total influence is followed by service quality, tourist satisfaction, and memorable experience. for the real effect of each variable used in influencing tourist satisfaction, it can be seen that the largest order starts with the impact of a memorable experience of 0.402, followed by a destination image of 0.390 followed by service quality of 0.053. table 9. standardized total effect memorable_ experience service_ quality destination_ image tourist_ satisfaction revisit_ intention tourist_satisfaction .402 .053 .390 .000 .000 revisit_intention .156 .298 .299 .286 .000 the direct effect (direct effect) of each variable used to influence revisit intention is presented in table 10. memorable experience has a direct impact on revisit intention by 0.041. service quality has an immediate effect on revisit intention of 0.282. the destination image directly affects revisit intention of 0.187, and tourist satisfaction directly impacts revisit intention of 0.286. so that the order of variables that most influences revisit intention is tourist satisfaction, service quality, destination image, and memorable experience. for the direct effect of each variable used in influencing tourist satisfaction, it can be seen that the most extensive sequence starts with the impact of a memorable experience of 0.402 followed by a destination image of 0.390 followed by a service quality of 0.053. international journal of applied sciences in tourism and events 85 table 10. standardized direct effect memorable_ experience service_ quality destination_ image tourist_ satisfaction revisit_ intention tourist_satisfaction .402 .053 .390 .000 .000 revisit_intention .041 .282 .187 .286 .000 meanwhile, the indirect effect of each variable used in influencing revisit intention is presented in table 11. if sorted based on the most significant influence, then memorable experience has an indirect effect on revisit intention of 0.115. the destination image is having an indirect impact on revisit intention of 0.111. the service quality has an effect of 0.015. furthermore, it can be concluded that by considering the comparison between this direct and indirect effect: 1) for the memorable experience variable, the direct impact is 0.041, while the indirect effect is 0.115. thus the immediate effect <indirect effect, it can be said that there is a role of mediation in this model. in other words, tourist satisfaction is a mediator of the relationship between a memorable experience and revisit intention. 2) for the service quality variable, the direct effect value is 0.282, while the indirect effect is 0.015. in this case, the direct impact> indirect effect, it can be said that there is no mediation role in this model. in other words, tourist satisfaction is not a mediator of the relationship between service quality and revisit intention. 3) for the destination image variable, the direct effect value is 0.187, while the indirect effect is 0.11. in this case, the direct impact > indirect effect, it can be said that there is no mediation role in this model. in other words, tourist satisfaction is not a mediator of the relationship between destination image and revisit intention. table 11. standardized indirect effect memorable_ experience service_ quality destination_ image tourst_ satisfaction revisit_ itention tourist_satisfaction .000 .000 .000 .000 .000 revisit .115 .015 .111 .000 .000 conclusions the results of this study indicate that the variable service quality is not significant in affecting tourist satisfaction, destination image has a significant effect on tourist satisfaction, and memorable experience has a significant impact on tourist satisfaction. on the other hand, it is significantly influenced by the variables of service quality, destination image, and tourist satisfaction related to revisiting intention. meanwhile, the effect of memorable experiences is not significant. for each variable's total effect (total effect), the largest total effect is given respectively by the destination image followed by service quality, tourist satisfaction, and memorable experience. furthermore, for the real impact of each variable used in influencing tourist satisfaction, it can be seen that the largest order starts with the effects of a memorable experience, followed by a destination image of the size, then followed by service quality. as for determining the role of mediation, it is found that the tourist satisfaction variable is a mediator of the relationship between a memorable experience and revisit intention. tourist satisfaction is not a mediator of the relationship between service quality and revisit intention and tourist satisfaction, nor is it a mediator of the relationship between destination image and revisit intention. references ghozali, i. 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(2016). pengaruh customer experience terhadap revisit intention di taman wisata alam gunung tangkuban perahu. the journal : tourism and hospitality essentials journal, 6(1), 983. https://doi.org/10.17509/thej.v6i1.2009 international journal of applied sciences in tourism and events volume 5 issue 1 year 2021 pages 1-11 doi: http://dx.doi.org/10.31940/ijaste.v5i1.1926 url: http://ojs.pnb.ac.id/index.php/ijaste 1 theory consumption of value: destination images in local culinary wafiatun mukharomah 1, aflit nuryulia praswati 2*, amelia jihan ramadhani 3, sri murwanti 4 1,2,3,4universitas muhammadiyah surakarta, indonesia *corresponding author: aflit.n.praswati@ums.ac.id abstract: this study aims to analyze the effect of taste value, epistemic value, emotional value on the culinary destination image with tourist attitude as an intervening variable. this research uses quantitative methods. primary data is obtained directly from tourists who have visited and enjoyed local cuisine. the sample was determined using nonprobability sampling with a purposive sampling technique and obtained a sample of 335 respondents. the data collection method in this study used a questionnaire that was distributed online through google forms. this research was analyzed using spss software. the results of this study indicate that all variables have a significant effect on tourist attitudes. the tourist attitude variable has a significant influence on the image of a culinary destination. taste value, epistemic value, emotional value variables significantly influence the image of local culinary destinations mediated by tourist attitudes. taste value, epistemic value, and emotional value significantly influence the image of culinary destinations mediated by tourist attitudes. local culinary entrepreneurs need to pay attention to the value of taste / quality, epistemic value, and emotional value felt by tourists because the results of this study indicate that these have a significant influence on tourist attitudes which will lead to the image of local culinary destinations. keywords: theory consumption of value, tourism, culinary history article: submitted 1 january 2021 | revised 28 february 2021 | accepted 10 march 2021 how to cite: praswati, a. f., mukharomah, w., ramadhani, a. j., murwanti, s. (2021). theory consumption of value: destination images in local culinary. international journal of applied sciences in tourism and events, 5(1), 111. doi: http://dx.doi.org/10.31940/ijaste.v5i1.1926 introduction culinary tourism currently has a very significant influence on the economy. local cuisine can express national, regional, personal identity and can enhance the image of a destination (chang, kivela, & mak, 2010; henderson, 2009). identification of local culinary forms and tourist consumption values is very important to understand the perceptions of tourists, both from the destination and future tourist behavior. to promote the local culinary of a country, tourism marketers especially in the culinary field must find the right method to increase the value of local culinary consumption among tourists (mak, lumbers, eves, & chang, 2012). culinary is one of the most important factors for tourists in deciding whether they want to visit or will re-visit a certain country (cohen & avieli, 2004; quan & wang, 2004). many tourists who visit an area aim to enjoy local cuisine. we cannot deny if, culinary is one of the physical needs, as well as cultural and social activities. however, many studies have stated that in reality, not a few local culinary abandoned (sengel et al., 2015). if local culinary is made as a destination, or part of tourism, it plays a secondary and minor role in the tourism industry which is evaluated by tourists themselves by word of mouth (sattari ardabili, rasouli, daryani, molaie, & sharegi, 2011). in indonesia alone, soloraya is one of the cities that should be a tourist destination for tourists, because the culture is very diverse in each city. in addition, the city of soloraya is also an attractive city with its shopping centers, such as the klewer market, the gede market, and the triwindu market. the choice of tourist destinations is influenced by two main factors (manhas, manrai, & manrai, 2016; pike & page, 2014), the first factor relates to emotionality and rationality, which in http://dx.doi.org/10.31940/ijaste.v5i1.1926 http://dx.doi.org/10.31940/ijaste.v5i1.1926 international journal of applied sciences in tourism and events 2 turn affects the choice of destination or behavioral intention (prayag, hosany, muscat, & del chiappa, 2017), the second is the cognitive and affective aspects of a destination image (li, cai, lehto, & huang, 2010). feelings and emotions of tourists are influenced by emotional components that offer goals, a resources or attractiveness. in addition to core tourism products, local cultural attributes of destinations such as history, heritage, including culinary contributes to the popularity of the destination (folgado-fernández, hernández-mogollón, & duarte, 2017). culinary has become a focal point for travel decision making and a unique attraction of tourism destinations around the world. tourists encounter a variety of culinary and drinks, learn about the culture of food and heritage of certain countries. it is undeniable that culinary, as an element of culture, can create and strengthen the destination of a tourism place. quality value in modern business is important and the key to successfully achieving longterm customer value (rousta & jamshidi, 2020). the value of a sense of attitude gives significant and positive results (björk & kauppinen-räisänen, 2016; choe & kim, 2018a, 2019b). epistemic value measures the perceived net utility that consumers come from the ability of products to increase curiosity, provide novelty, or fulfill knowledge needs. the epistemic value of attitude gives positive and significant results (choe & kim, 2018a, 2019a; qasim, yan, guo, saeed, & ashraf, 2019). emotional value describes shopping experience in general (holbrook, 2006). consumers with positive emotional value will make pleasant and receptive decisions as purchasing decisions to make them more confident about a product (mohd suki, 2016). emotional values have significant and positive results on attitudes (choe & kim, 2018a, 2019a; rousta & jamshidi, 2020). however, research according to (rahnama, 2017) shows the opposite results. destination image refers to the total number of ideas, impressions, expectations, and emotional feelings a person has for a particular destination, this is considered to be one of the most important factors for success in the development of tourism and marketing of an area (tasci & gartner, 2007). in research according to (choe & kim, 2018a) show that the culinary destination's image of intention has significant and positive results. based on the gap from the results of previous studies, the researchers are interested in examining the variables above. the purpose of this study is to know and analyze the value of taste, epistemic value, emotional value affect the attitude of tourists to local culinary, to determine the influence of tourist attitudes towards local culinary significantly to the image and local culinary goals, to know the influence of taste value, epistemic value, value emotional about the image of local culinary destinations mediated by the attitude of tourists. methodology population is a generalization area that consists of objects or subjects that have certain qualities and characteristics determined by researchers to be studied and then drawn conclusions (sugiyono, 2016). the population in this study were tourists visiting the city of soloraya. determination of the sample using nonprobability sampling with purposive sampling technique. non-probability sampling is a sampling technique that does not provide equal opportunities for each element or member of the population (sugiyono, 2016). purposive sampling technique is a sampling technique with certain considerations (sugiyono, 2016). respondent data collection uses google form which is distributed through social media for 3 months. there were 400 questionnaires distributed, 40 were returned with multiple missing values. twenty-five other people were not counted because they did not meet the criteria for the respondents of this study. so that the results of data collection that can be processed to be able to answer the objectives of this study are 335 people. the respondents of this study were tourists who had enjoyed soloraya's local food. the method of analysis in this study is multiple regression analysis using spss software. path analysis is used to test the effect of intervening variables. testing the mediation hypothesis can be done using the sobel test. a variable is called a mediator if the variable also affects the environment between the predictor variable (independent) and the criterion variable (dependent). five factors are included in the current research model (table ii): taste value, epistemic value, emotional value on the culinary destination image. each construct was measured by several items which were adapted from previous studies to validate content. indicator modifications are international journal of applied sciences in tourism and events 3 adjusted to the context of this study. a five-scale likert scale anchored from "disagree" to "agree" was used to measure each item in the survey. table 1. constructs and measurement items constructs items (five-score likert scale) references taste value 1. someone thinks that the local specialties of soloraya have a good culinary quality. 2. someone thinks soloraya local food provides culinary with an interesting taste. 3. someone thinks soloraya local culinary delights have a good taste. 4. someone thinks soloraya's local culinary delights have an attractive appearance. (choe & kim, 2018a, 2019a; rousta & jamshidi, 2020) epistemic value 1. someone thinks to find more information about soloraya special culinary. 2. someone feels curious about soloraya special culinary. 3. someone wants to try more variety of local specialties of soloraya. (choe & kim, 2018a, 2019a; rahnama, 2017) emotional value 1. someone feels happy when eating local specialties from soloraya. 2. one is amazed by the local specialties of soloraya. 3. a person feels that consuming soloraya's special culinary delights makes his mood change positive. (choe & kim, 2018a; rousta & jamshidi, 2020) the attitude of tourists towards local food 1. someone feels that trying to consume soloraya's local specialties is a pleasant experience and makes him happy. 2. someone feels brave to try soloraya's local specialties. 3. the cleanliness of the local specialties of soloraya is guaranteed. 4. someone feels satisfied with the service at the place to eat, local specialties of soloraya. 5. trying local culinary can make a person feel that their tourism journey is more interesting. (torres chavarria & phakdee-auksorn, 2017a) the image of local culinary destination 1. soloraya provides culinary attractions with delicious culinary delights. 2. the prices offered by the sellers are reasonable. 3. consuming local culinary delights provides a special experience for tourists to experience the culture of the city of soloraya. (horng et al., 2012; karim et al., 2010; lertputtarak, 2012) international journal of applied sciences in tourism and events 4 results and discussions results descriptive statistics from respondents characteristics of respondents indicate the characteristics inherent in a respondent. characteristics in this study include age, gender, type of work, income, local culinary and type of local culinary. characteristics of respondents carried out with the aim to strengthen research results. the demographic profile of the respondents was 36.4 percent were men, 63.6 percent of respondents were women, 76.1 percent of all respondents aged 15-25 years. most respondents ie 80.3% consume local food. examples of demographic profiles are shown in table 2. table 2. sample demographic profiles demografics frequency percentage age  15-24  25-34  35-44  45-64  ≥65 255 36 24 12 8 76,1% 10,7% 7,2% 3,6% 2,4% gender  male  female 122 213 36,4% 63,6% type of work  civil servant  entrepreneur  student/ undergraduate student  others 7 43 244 41 2,1% 12,8% 72,8% 12,2% income (idr/month)  ≤ 1.000.000  1.000.000-5.000.000  ≥ 5.000.000 171 109 55 51% 32,5% 16,4% local culinary  snack  food  beverage 45 269 21 13,4% 80,3% 6,3% discussions data analysis the discussion should explore the significance of the results of the work, not repeat them. comment on the data, referring to the literature (compare it to previous research) and pointing out similarities and differences, explaining these if possible. return to the aim and research question and show how the aims have been met, and the research question answered. in discussion, it is the most important section of your article. here you get the chance to sell your data. what might the answer imply and why does it matter? how does it fit in with what other researchers have found? what are the perspectives for future research? please compare to what other researchers have found. this study has gone through several stages, validity, reliability, classic assumption test, multiple linear regression analysis and path analysis. this research uses confirmatory factor analysis (cfa), kaiser meyer olkin measure of sampling adequacy (kmo msa), and barttlet's test as an analytical method in the validity test. confirmatory factor analysis (cfa) test where each question item represents each variable, namely taste value (x1), epistemic value (x2), emotional value (x3), tourist attitude towards local culinary (m), and image of local culinary destination (y) arranged in different components, so it can be said that each question item used is valid. the kma msa value generated was 0.879 > 0.5 and the international journal of applied sciences in tourism and events 5 significance. a construct is said to be reliable if the cronbach alpha value> 0.6 (malhotra and birks, 2007). cronbach's alpha value is generated for each variable studied more than 0.6 then, every variable is declared reliabel. the classic assumption test consists of the normality test, the multicollinearity test, and the heteroskedacity test. table 3. normality test results description nilai x – m x & m – y kolmogorove-smirnove 0,992 1,337 asymp.sig 0,279 0,056 results normal distribution the first model has an asymp.sig value of 0.279 > 0.05 and the second model has an asymp.sig value of 0.056 > 0.05 then, both models have normally distributed data. table 4. multicollinearity test results variable x – m x & m – y tolerance vif tolerance vif taste value (x1) 0,622 1,608 0,590 1,696 epistemic value (x2) 0,798 1,253 0,762 1,312 emotional value (x3) 0,609 1,643 0,518 1,930 tourist attitude towards local culinary (m) 0,560 1,786 both models produce tolerance values > 10% and vif < 10, meaning that the independent variables with each other do not have a correlation or do not experience multi-collinearity. table 5. heteroscedasticity test results variable x – m x & m – y sig. sig. taste value (x1) 0,423 0,671 epistemic value (x2) 0,499 0,747 emotional value (x3) 0,162 0,805 tourist attitude towards local culinary (m) 0,801 sig value in the first and second models > 0.05 so that it can be said that the data did not experience heteroscedasticity. table 6. regression analysis results x – m variable β std. eror t sig. kostanta 4,268 1,094 3,900 0,000 taste value (x1) 0,294 0,069 4,251 0,000 epistemic value (x2) 0,296 0,075 3,948 0,000 emotional value (x3) 0,613 0,081 7,609 0,000 f 86,717 sig. 0,000 r 0,663 r square 0,440 the results of the regression equation in the model of taste value, epistemic value, and emotional value towards tourist attitudes on local food are as follows: m = 4.268 + 0.294 x1 + 0.296 x2 + 0.613 x3 + e international journal of applied sciences in tourism and events 6 constant coefficient (β0) of 4.268 means that if there is no variable value, epistemic value, and emotional value, the attitude of tourists towards local food is 4.268. the taste value coefficient (β1) of 0.294 has a positive direction, meaning that when the taste value perceived by the tourists gets stronger, the attitude of tourists towards local food increases by 0.294. the epistemic coefficient (β2) of 0.296 has a positive meaning that when the epistemic value felt by tourists is getting stronger, the attitude of tourists towards local food increases by 0.296. the emotional value coefficient (β3) of 0.613 is positive which means that when the emotional value felt by tourists is getting stronger, the attitude of tourists towards local food increases by 0.613. figure 1. final model of local culinary destination the results of the regression equation in the model of taste value, epistemic value, and emotional value towards tourist attitudes on local food are as follows: m = 9,671 + -0,029 x1 + -0,033 x2 + 0,092 x3 + 0,111 m + e the constant coefficient (β0) of 9,671 means that if there are no variables of taste value, epistemic value, and emotional value, and the attitude of tourists towards local culinary, the image of local culinary destination is 9,671. the taste value coefficient (β1) of -0.029 is negative, meaning that when the perceived value of tourists is getting stronger the image of the local culinary destination decreases by -0.029. the epistemic coefficient (β2) of -0.033 has a negative direction meaning that when the epistemic value felt by tourists is getting stronger the image of the local culinary destination decreases by -0.033. the emotional value coefficient (β3) of 0.092 has a positive direction, meaning that when the emotional value felt by tourists gets stronger, the image of local culinary destinations increases by 0.092. the coefficient of tourist attitudes towards local culinary (βm) of 0.111 has a positive direction, meaning that when the tourist attitude toward local culinary becomes stronger, the image of local culinary destination increases by 0.111. table 7. regression analysis results x-m variable β std. eror t sig. constanta 9,671 0,757 12,771 0,000 taste value (x1) -0,029 0,048 -0,604 0,546 epistemic value (x2) -0,033 0.052 -0,636 0,526 emotional value (x3) 0.092 0.059 1,557 0,121 f 0,111 0,037 sig. f 5,850 r sig. 0,000 r square r 0,257 international journal of applied sciences in tourism and events 7 t test the statistical t test basically shows how far the influence of one independent variable individually in explaining the variation of the dependent variable (kuncoro, 2010). the level of significance in the statistical test of t is 5%. furthermore, if probability <0.05 then ho is rejected, it means that each independent variable influences the dependent variable (kuncoro, 2010). t test value on the variable taste value of 4.25 and sig. 0,000. in accordance with the criteria the value of sig. 0,000 <0.05 then ho is rejected, so it can be explained that the taste value significantly influences the attitude of tourists. the epistemic value significantly influences the attitude of tourists (t = 3,948). emotional value significantly influences tourist attitude (t = 7,609). taste value does not significantly influence the image of local culinary destinations (t = -0,604). the epistemic value did not significantly influence the image of local culinary destinations (t = 0.636). emotional value did not significantly influence the image of local culinary destinations (t = 1.557). the attitude of tourists significantly influence the image of local culinary destinations (t = 2,977). testing measurement model this study explains that the value of taste significantly influences the attitude of tourists with sig. 0,000 <0.05 and the direction is positive by looking at the β1 coefficient of 0.2940. these results indicate that the stronger the value of taste, the attitude of tourists towards local cuisine is increasing. the quality of a culinary tourist's experience is one of the fundamentals for making positive behavior (chang et al., 2010; choe & kim, 2018a). research reveals that taste values have a positive effect on tourist attitudes (choe & kim, 2018a). the taste value receives the highest score from the respondent, this is understandable because, consuming delicious and quality food is one of the fundamental activities sought by tourists (nield, kozak, & legrys, 2000). taste values have a positive and significant effect on tourist attitudes. this study explains that the epistemic value significantly influences the attitude of tourists. the results of this analysis are proven by the value of sig. 0,000 <0.05 and the direction is positive by looking at the β2 coefficient of 0.296. these results indicate that the stronger the epistemic value, the attitude of tourists towards local food is increasing. the epistemic value measures the net utility felt by consumers based on the ability of the product to increase curiosity or to fulfill knowledge needs. research reveals that epistemic values significantly influence tourist attitudes (choe & kim, 2018a, 2019b). epistemic value also positively influences the attitude of tourists in taiwan (p. c. lin & huang, 2012). emotional value significantly positive effect on tourist attitudes. the results of this analysis are proven by the value of sig. 0,000 <0.05 and the direction is positive by looking at the β3 coefficient of 0.613. these results indicate that the stronger the emotional value of the attitude of tourists towards local cuisine is increasing. emotional value has a positive effect on tourist attitudes (choe & kim, 2018a, 2019b). emotional value has a positive relationship with tourist attitudes in shiraz (rousta & jamshidi, 2020). when traveling, tourists pay for commodities, products and services that can evoke positive and symbolic feelings to motivate emotions like happiness (choe & kim, 2018a). research reveals that emotional value positively influences tourist attitudes. the attitude of tourists significantly influence the image of culinary destinations. the results of this analysis are proven by sig. 0.003 <0.05 and the direction is positive by looking at the βm coefficient of 0.111. these results indicate that the stronger the attitude of tourists, the image of local culinary destinations is increasing. some researchers revealed that there is a positive relationship between tourist attitudes towards the image of culinary destinations. research states that tourist attitudes positively influence the image of culinary destinations (aggestam et al., 2017). tourist attitude significantly influences the destination image (alderighi et al., 2016). the attitude of tourists significantly influences the image of culinary destinations in taiwan (choe & kim, 2018a). taste values have a significant effect on tourist attitudes. the results of this analysis are proven by the value of sig. 0,000 <0.05 and the direction is positive by looking at the β1 coefficient of 0.2940. meanwhile, the taste value does not significantly influence the image of culinary international journal of applied sciences in tourism and events 8 destinations with sig. 0.546> 0.05 and the coefficient β1 of -0.029. then, indirectly the value of taste has a significant effect on the image of local culinary destinations mediated by the attitude of tourists with a value of 2.409> t table 1.984. it can be concluded that the value of taste is able to be a pure variable, but it must go through the attitude of tourists in influencing the image of local culinary destinations. the variable attitude of tourists is able to mediate the effect of taste on the image of culinary destinations. as research has been done previously that the value of taste does not have a significant effect on the image of culinary destinations (torres, 2002). the attitude of tourists mediates the value of taste in the image of culinary destinations (choe & kim, 2018b). the epistemic value significantly influences the attitude of tourists. the results of this analysis are proven by the value of sig. 0,000 <0.05 and the direction is positive by looking at the β2 coefficient of 0.296. meanwhile, epistemic value does not significantly influence the image of culinary destinations with sig. 0.526> 0.05 and a coefficient of β2 of -0.033. then, indirectly the epistemic value significantly influences the image of local culinary destinations mediated by the attitude of tourists with a tcount of 2,341> t table 1,984. it can be concluded that the epistemic value is able to be a pure variable, but it must go through the attitude of tourists in influencing the image of local culinary destinations. the variable attitude of tourists is able to mediate the influence of epistemic values on the image of culinary destinations. as research has been done previously that the epistemic value does not have a significant influence on the image of culinary destinations. the attitude of tourists mediates the value of taste in the image of culinary destinations (choe & kim, 2018a). emotional value significantly positive effect on tourist attitudes. the results of this analysis are proven by the value of sig. 0,000 <0.05 and the direction is positive by looking at the β3 coefficient of 0.613. meanwhile, the perceived emotional value does not significantly influence the image of local culinary destinations with sig. 0.121> 0.05 and a β3 coefficient of 0.092. then, indirectly the emotional value significantly influences the image of culinary destinations with a t value of 2.768> t table 1.984. it can be concluded that emotional value is not able to be a pure variable, but must go through the attitude of tourists in influencing the image of local culinary destinations. the variable attitude of tourists can mediate emotional value to the image of culinary destinations. in previous studies, residuals distributed abnormally between emotional values and culinary destination images (torres chavarria & phakdee-auxorn, 2017b). emotional values indirectly affect the image of local culinary destinations (choe & kim, 2018a). this research belongs to full mediating research. conclusions taste value significantly influences tourist attitude. epistemic value significantly influences tourist attitude. emotional value significantly influences tourist attitude. tourist attitudes significantly influence the image of local culinary destinations. taste value does not directly have a significant effect on the image of local culinary destinations. however, the taste value significantly affects the image of local culinary destinations mediated by tourist attitudes. epistemic value directly does not significantly influence the image of local culinary destinations. however, epistemic value significantly influences the image of local culinary destinations mediated by tourist attitudes. emotional value directly does not significantly influence the image of local culinary destinations. however, emotional value significantly influences the image of local culinary destinations mediated by tourist attitudes. local culinary restaurants need to pay attention to the value of taste, epistemic value, and emotional value felt by tourists because the results of this study indicate that these things have a significant influence on tourist attitudes that will lead to the image of local culinary destinations. taste value is a path that will determine the individual's likes or dislikes about an object. epistemic value focuses on curiosity, giving new things, and fulfilling a desire about a knowledge. meanwhile, emotional value is an emotional bond that is felt by tourists when consuming local cuisine. so when the taste value, epistemic value, and emotional value become positive towards the attitude of tourists, then it is likely that tourists will have positive thoughts about the image of culinary destinations. future studies can develop this research by examining other factors such as health value, price value, travel behavior, and prestige value. future studies can use other methods in international journal of applied sciences in 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(2002). toward a better understanding of tourism and agriculture linkages in the yucatan: tourist food consumption and preferences. tourism geographies, 4(3), 282–306. https://doi.org/10.1080/14616680210147436 ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 70 balinese culture and repeat visitors to bali i ketut sutama1), i gede mudana2), i ketut astawa3) tourism department, politeknik negeri bali bukit jimbaran, badung, bali email: tomsutama@gmail.com1); gedemudana@pnb.ac.id2); ketutastawa@pnb.ac.id3) abstract the intention to revisit a destination usually happens during tourists’ first visit. the decision begins when tourists’ expectations meet the reality in the destination visited, moreover it exceeds the expectations. the main purpose of tourists visit a destination is one of the following: holiday, visiting friends and relatives (vfr), business, education, sports and health, but it may be a combination of them, such as holiday and vfr, holiday and business, etc. in terms of holiday it may include relax, learn and enjoy arts and culture, enjoy nature beauty, and honeymoon. the purpose of this study was to know how balinese culture affect international tourists revisit bali. since bali is known as cultural tourist destination it is worth to know more deeply. in regard with this study it was found that the number of visit by international repeating-tourists to bali was as follows: 6 to 9 visits (28%), more than 25 visits (25%), 3 to 5 visits (25%), 14 to 17 visits (10%), 18 to 21 visits (7%), and 10 to 13 visits (5%). three most reasons repeaters revisited bali were friendly people, ‘love bali’, and the charm of bali. their reasons were influenced by a number of factors including holiday (65%), followed by business (22.5%), vfr (7.5%), and others (5%). from this fact it may say that bali is still considered best destination for holiday. nine most preferable activities done by revisiting international tourists during in bali were relax (15%), interact with local people (14%), beach activities (13%), adventure activities (11%), sightseeing (10%), learning local culture (9%), attending temple ceremony (8%), enjoying night life (7%), and business (6%). in terms of revisiting behavior, connection with a visited destination is considered significant by experts. connection in this case may be tangible and intangible. tangible connection may include business and social networks, while intangible connection is seen through psychological aspect. in this study attachment theory was used to examine the connection between repeaters and bali as a tourist destination. it was found that most repeaters had strong connection to bali, mostly affected by friendly people of bali (social connection), uniqueness of culture (cultural connection), and natural beauty or the charm of bali (place connection). further study is important to conduct to know more about how each connection influence each other. keywords: revisiting-tourist, tangible and intangible aspects, connection. mailto:tomsutama@gmail.com mailto:gedemudana@pnb.ac.id mailto:ketutastawa@pnb.ac.id3) ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 71 introduction bali is one of the popular tourist destinations in the world. for many reasons bali has always been chosen as the 10th best island tourist destination in the world by the travel and leisure international magazine. in 2015 bali was in the best of seventh and in 2016 was in the second best position (https://travelandleisure.com). the more prestigious level has been given to bali is ‘hall of fame’, it is in the place of the best of tenth for ten years continued. the vote was given by tourists who have been to bali before, and among them are included repeaters. within the country of indonesia, for 8 years continued (2008-2015) bali always possessed the first place in getting tourist arrival (center of statistical bureau, 2016). there are actually many international tourists have been revisiting bali more than three times. among those repeaters who started their visit as pure tourists may become loyal visitors and further become resident of bali. niininen etal (2004) mentioned, “… the notion of three visits in 5 years to the same location seemed a reasonable indicator of a destination loyalty”. although many people concerned in tourism know that in fact there are a lot of international tourists revisited bali more than three times within a certain period of time, might be within 5 years or less, but there’s no academic study has been done so far to investigate it. in other word, there was no primary data found concerning international repeaters to bali to be used as data source for this research. the general aim of the study was to investigate factors influencing international tourists revisited bali. while the specific one was to investigate the relationship between balinese culture and revisit intention. in other words, how balinese culture influenced tourists’ intention to revisit bali. regarding repeaters to bali it is worth to study in order to benefit all stakeholders concerned. the finding of the study will give views on how to maintain bali as a popular tourist destination in the world. in a specific sense, giving more intention to repeaters may result more positive effects than potential and/or first visitors, since repeaters may represent loyalty to the destination. in terms of management and marketing of the destination it may give good implication. (toyama and yamada, 2012; mat som etal, 2012; luo and hsieh, 2013). https://travelandleisure.com/ ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 72 literature review satisfaction satisfaction has a great effect to trust (osman & sentosa, 2013; lertwannawit & gulid, 2014), loyalty (lam et al., 2004); the desire to repeat visit (fornell, 1992); and word of mouth/wom recommendation, (oppermann, 2000;). it means satisfaction, trust and loyalty are the antecedent of a repeat visit to the destination. however, academics and practitioners agreed that satisfaction was the most powerful antecedent of loyalty and repeat visits to destinations (can, 2013). repeat visits or at least wom recommendation is very significant for destinations, in a broad sense, or tourism industry in destinations, partially. it includes in this case the stability of the market, the profile of tourists can be ascertained, and free promotion for friends, family, and potential tourists (reid and reid, 1993; oppermann, 2000). satisfaction with the product purchased by travelers during travelling, in the tourism literature known as total satisfaction or overall satisfaction (yoon & uysal, 2005, mingfang , 2010; moreira & iao, 2014). it means, when traveler’s satisfaction is measured towards overall tourism products they buy, which include product (tangible) and services (intangible), they are said to be total satisfaction or overall satisfaction. considering the tourism product consists of tangible and intangible product, in this case, traveler’s satisfaction can only be partial or in tourism literature known as the individual (product) satisfaction (yoon & uysal, 2005, mingfang, 2010). that is, for example, travelers satisfied with the services of accommodation, food and drink during a stay at a hotel, but they might be not satisfied with the services of ground transportation while in the destination. kotler (1994) in yoon & uysal (2005) states that the key to loyalty is satisfaction. in another section mentioned if customers are satisfied with the products purchased they tend to buy the product again, and will disseminate their satisfaction with wom recommendation (chi and qu, 2008), to five to six others (zairi, 2000 in shirazi and mat som, 2013). however, if they are dissatisfied they will convey their dissatisfaction to ten people (shirazi and mat som, 2013). ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 73 trust in many studies mentioned that trust has a very important role in building customer loyalty, and customer retention (kantsperger & kunz, 2010). trust is also seen as a bridge towards a closer relationship between customer and producer (caceres & paparoidamis, 2007). in relation to tourism, “trust has been defined as a tourists’ willingness to rely on tourist attraction operator’s ability to deliver what has been promised and meet or exceed the expectation of the tourists which has been built around of the knowledge about the tourist attraction” (osman and sentosa, 2013:193). the trust given by someone is very important in the process of maintaining good relations with customers and maintain loyalty. trust will be damaged or lost when a good relation between consumers and producers are not maintained (morgan & hunt, 1994 at abubakar etal, 2014), trust also a major influence on marketing process (claycomb & martin, 2001), and can be used to predict customer satisfaction (caceres & paparoidamis, 2007). in terms of marketing, trust can be built with the implementation of relationship marketing (rm) strategies. in addition, the role of trust in the successful execution of rm strategy in the context of retail travel agencies of spain was examined by casielles etal (2005). the findings of the study suggested that “trust has a positive effect on customer loyalty and the success of rm in general” (abubakar etal, 2014: 211). their findings stated that trust has a positive effect on customer loyalty and implementation of rm in general. findings of loureiro and gonzalez (2008) was also in line with it, especially in accommodation sector. rm emphasized the importance of trust in building strong relationships between consumers and producers. emphasized by berry and parasuraman (1991) that rm paid great attention to attract, develop and maintain relationships with consumers (lertwannawit & gulid, 2014). in some studies have been found that trust is an important factor of commitment relational, and as an essential element in building a strong relationship with consumers and to ensure market sustainability (garbarino and johnson, 1999; urban, sultan et al., 2000), trust even said to have a more important role than satisfaction in terms of maintaining customer satisfaction (hart & johnson, 1999). ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 74 loyalty can (2013) cited lee, graefe & burns (2007) stated that tourists’ loyalty become major concern in marketing research and destination management. retain tourists’ loyalty brings several advantages to the destination, i.e. first, the marketing cost to get repeat visitors was smaller than for tourists starters (oppermann, 1998). second, repeaters indicated a positive tourists’ satisfaction (oppermann, 1998). third, repeaters formed stability of the tourism market. fourth, repeaters were free of charge promotion in the form of word of mouth recommendation to potential travelers (oppermann, 2000; reid & reid, 1993). loyal travelers will become customers as usual or remain a visit to a destination even if there were cost overruns for the visit (can , 2013). in another section, hepworth and mateus (1994) mentioned three indicators to measure the loyalty of tourists, namely (1) the desire to buy the same products (tourist’s object), (2) the desire to buy more of the same products (tourist’s object), and (3) willingness to recommend the product (tourist’s object) purchased to others. while chi and qu (2008 ) mentioned two indicators to measure the loyalty of travelers to a destination, namely the desire to revisit and recommend the destination to others. as written by bowen and chen (2001), the loyal traveller could act as a reference and advisory board or some kind of consultant. to measure the traveller loyalty towards a particular product or a particular component of the destination, such as a hotel, chen and gursoy (2001) used an indicator of how often tourists stay at the hotel, which normally used franchised hotel as a reference. customer loyalty includes two dimensions, namely the behavioral dimension and attitudinal dimension (oliver, 1993). behavioral dimension covers several aspects, such as continuous purchase, frequent purchase, recommendation to others, long established relationships, the number of products bought from suppliers or producers (hallowel, 1996 in valenzuela, 2012), while attitudinal dimension includes aspects of the desire to repurchase and recommend products or services that have been purchased to others (sodelund, 2003 in valenzuela, 2012). ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 75 research method data for this study was gathered in a questionnaire survey at four major tourist regions in bali: nusa dua, kuta, sanur and ubud. a small-scale in depth interview with some repeaters was done to get views on items causing repeaters to repeat to bali. the information gathered from the interview was used to construct the questionnaire. a number of 100 questionnaires were given to international tourist-repeaters to fill in. ninety questionnaires were feasible to be analyzed. quantitative data was analyzed and explained followed by qualitative analysis based on the data gathered from in depth interviews with a number of repeaters. open-ended questions were asked to those repeaters to reconfirm information gathered through the questionnaire survey. discussion variables of socio-demographic for this research included gender, age, and occupation. in terms of gender, females constituted 47.5% and male 52.5% of the total respondents. the age of the respondents was varied from 18 to 60+ years old. the majority of the respondent’s age was range from 24 to 50 years with the total of 67.5%, and the rest of 32.5% was in the age of above 50. with regard to variable of occupation of respondents, professional and entrepreneur dominated the respondents, with 75%, followed by retired (12.5%), and the rest was student and other occupation which was not mentioned by the respondent. more than 75% of respondents were reported that they had personal annual income of less than 27,000 us dollars. as shown in table 1, the majority of the respondents (65%) visited bali for holiday, followed by business purpose (22.5%) included participation for meeting, incentive, conference and exhibition (mice) events. however, it did not mean purely for business since they spent parts of their time for pleasure as well. table 1 purpose of visit variables: percentage (%) purpose of visit holiday 65 business 22.5 honeymoon 0 visiting friends and relatives 7.5 other 5 100 ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 76 in terms of number of visit, as shown in table 2, 42.5% of the respondents have been visited bali for more than 15 times. such figure may indicate destination loyalty, as “… the notion of three visits in 5 years to the same location seemed a reasonable indicator of destination loyalty” (niininen, 2004:443). table 2 number of visit variables percentage (%) number of visit 2 – 5 25 6 – 9 27.5 10 – 13 5 14 – 17 10 18 – 21 7.5 > 21 25 100 the majority of the respondents (80%) mentioned that they stayed in bali for more than 6 days for the current revisit. compare to the previous revisit, it was figured out 75% for the same length of stay. nine most preferable activities done by revisiting international tourists during in bali were relax (15%), interact with local people (14%), beach activities (13%), adventure activities (11%), sightseeing (10%), learning local culture (9%), attending temple ceremony (8%), enjoying night life (7%), and business (6%). regarding reasons to revisit bali more than three times can be seen in table 3. it is shown that friendly people of bali was the most reason international tourists revisited bali, possessed 18%, followed by the expression of “i love bali” (15.4%). such expression means that they revisited bali more and more because they love bali very much, with different reasons. in other words, they love bali as what is it. since love is psychological aspect of a person, it cannot be explained empirically. thus it has personal meaning for the person. variable of friendly people and the expression of ‘i love bali’ has a very close relationship. when the respondents were asked, “what caused them love bali”, the answer was the people of bali, who are friendly, welcomed, helpful, and the like. in terms of friendly people, it cannot be separated from culture and nature (natural environment) of bali. people of bali are influenced by their culture and environment. on the other hand, the culture and environment of bali have developed ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 77 the nature of balinese people. it means that when talking about balinese culture and nature (environment) it also involve people of bali, and vice versa. the third reason was possessed by variable the charm of bali (10.9%). when the respondents were asked to elaborate their answers, they mentioned it was the collaboration of culture, nature and people of bali. again, the people of bali was mentioned in this case. if those three variables, i.e. culture specificity, beautiful natural scenery and friendly people were counted up there will be 34.9% in total, and this become the highest among those variables. other variable which is interesting to be discussed is the expression of ‘deep feeling’ to bali. although it was only 5.5% of total percentage, but it is still relevant to be mentioned in this research since it has a significant meaning to bali. when this variable was elaborated more clearly, it was found that the respondents have specific bond or attachment to bali. this psychological bond or attachment was not easy to be explained and it needs more detail qualitative research in the future. table 3 reasons to revisit bali variables percentage (%) reasons of revisit cultural specificity 8.2 beautiful natural scenery 8.7 friendly people 18 beaches and waves 9.8 safety 5.5 value for money 6 image of bali 6.6 the charm of bali 10.9 tourist facilities 4.9 “i love bali” 15.4 ‘deep feeling’ (hard to specify) to bali 5.5 other 0.5 100 in regard with the role of balinese culture in making international tourists revisit to bali it was found two categories. firstly, the decision to revisit bali was formed in the origin after knowing and/or learning one or more aspects of a balinese culture, for instance gamelan music or dances. it may be said that such kinds of balinese cultural ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 78 aspects have attracted or pulled them to revisit bali. after they came back to bali they learned gamelan music or dances for a period of time, then were back to the origin countries, and planned to revisit again in the future to continue their gamelan music or dance classes. secondly, the decision to revisit bali was formed while having holiday in bali. some respondents mentioned that they did not know that bali has a great culture. the information they had from the agent in their country of origin prior to travel to bali was that bali was a good “sun-sea-sex” destination. they were surprised when found balinese culture was a great one. they were impressed by it and decided to learn it in the next visit. it means their intention to revisit bali in the future was attracted or pulled by the culture of bali on the spot. this seemed stronger than the first category because the tourists saw and experienced the attraction directly in the destination. they could practice it directly during the rest of their time in bali and decided to learn further in the next visit. conclusion repeat visitors are one of the significant elements of tourism. such kind of tourists may result positive effects for those concerned to tourism in a destination. they may give positive effect to destination management and marketing since they may become loyal tourists to the destination. although tourism stakeholders in bali realize that effect, almost nothing has been done about it. the record concerning repeat visitors or repeaters are mostly done by individual company of the tourism industry, especially travel agencies and hotels. the study found a number of international tourists have been visiting for more than 21 times within 12 years (25%). it means they have come to bali every 17 months. the most important thing to be noted is that they come to revisit bali because they love bali very much (15.4%). they love bali because of (friendly) balinese people, culture, nature and the charm of bali. this finding indicates that the people of bali and their culture and environment are the most concern of the international tourists. other aspect or factor which is usually out of our attention when talking about repeaters is psychological bond or attachment of individual tourists to the destination. tourism stakeholders in bali must be aware and pay more attention to this sign. research ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 79 regarding repeaters to bali must be planned and done more comprehensive involving credible research institutions. promotion of bali as a tourist destination in the market, either by 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sciences in tourism and events volume 5 issue 1 year 2021 pages 53-63 doi: http://dx.doi.org/10.31940/ijaste.v5i1.2115 url: http://ojs.pnb.ac.id/index.php/ijaste 53 the community participation in tourism sustainability and tourist satisfaction: a study of post-visit behaviour to cultural destinations in palembang city sari lestari zainal ridho 1*, paisal 2, dina mellita 3, muhammad taufik roseno 4 1,2politeknik negeri sriwijaya, indonesia 3universitas bina darma, indonesia 4universitas sumatera selatan, indonesia *corresponding author: sarilestari@polsri.ac.id abstract: the purpose of this study was to evaluate the effect of community participation in tourism sustainability towards post-visit behavior, in the form of tourist satisfaction, to cultural tourism destinations the city of palembang. this research is a quantitative study, and the technique analysis used was multiple regression analysis techniques and the data of this study were collected through a survey in 2019, using a questionnaire of 107 respondents who were tourists who had visited one of the cultural tourism destinations in palembang. the results of this study indicate that the community participation in the sustainability of tourism has a positive and significant effect on tourist satisfaction. the community participation in tourism sustainability is significantly important in order to create tourist satisfaction; hence it’s important to focus on community empowerment. keywords: community, tourist, tourism, sustainability history article: submitted 1 january 2021 | revised 28 february 2021 | accepted 10 march 2021 how to cite: ridho, s. l. z., paisal, mellita, d., roseno, m. t. (2021). the community participation in tourism sustainability and tourist satisfaction: a study of post-visit behaviour to cultural destinations in palembang city. international journal of applied sciences in tourism and events, 5(1), 53-63. doi: http://dx.doi.org/10.31940/ijaste.v5i1.2115 introduction the economy holds an important role in sustainable development; hence the economic side in all fields is often an important thing to discuss, including the economic side in the sustainability of tourism development. the existence of economic sustainability becomes important because the elements that exist in economic sustainability are related to employment and development that cannot be separated from the important participation of stakeholders or communities in making it happen. however, there are several other elements of sustainable development, i.e. ecological, social, and cultural. in the context of tourism, community participation is even believed to affect visitor satisfaction, which is important for the number of visits to a tourism destination, which in turn affects economic development in the tourism destination itself. palembang is one of the cities in indonesia which has a variety of tourism destinations, including cultural destinations, which try to attract as many tourists as possible to visit. hence it becomes important to study post-visit behavior, in the form of satisfaction, and matters that are influential in order to maintain the quantity of visits that come to the city of palembang. several studies related to the sustainability of tourism have been carried out. according to one of the previous studies which examined the impact of tourism economic sustainability there is a negative impact of tourism in economic development in the form of slowing economic growth (subadra & nadra, 2006), however different results were found by other researchers who stated that for the tourist destinations they studied, the economic dimension of sustainable tourism could be categorized as quite sustainable (susana, alvi, & persada, 2017). other research, found a positive influence of community participation in sustainability including http://dx.doi.org/10.31940/ijaste.v5i1.2115 journal of applied sciences in travel and hospitality 54 economic aspect on tourist satisfaction (iniesta-bonillo, sánchez-fernández, & jiménez-castillo, 2016), that has contrary finding from the another research (sukiman, omar, muhibudin, yussof, & mohamed, 2013). another research regarding ecological tourism sustainability that shows result of the importance of maintaining ecology and community participation for the sake of customer satisfaction (nofriya, 2016; oviedo-garcía, vega-vázquez, castellanos-verdugo, & orgaz-agüera, 2019; ristić, vukoičić, & milinčić, 2019). the existence of research gap on tourism sustainability empirically, is the reason or objective to conduct this research, which will fill the existing research gaps by examining the sustainability of tourism economy, with some differences that will be renewed in this study, which uses a quantitative approach and involves the participation variable community and post-visit behavioural studies. the puidrose of this study is to evaluate the community participation in tourism sustainability towards post-visit behavior to cultural tourism destinations in the city of palembang, by examining the problem, namely: does the participation of community in economic, ecological, social and cultural sustainability affect tourist satisfaction after a visit to a cultural destination in palembang? this study differs from previous studies because it uses a quantitative analysis technique approach to test the assumptions about the relationship between variables in this study and evaluate all dimensions of tourism sustainability. literature review sustainable development sustainable development is an agenda for the prosperity of humanity, in addition to achieving world peace, which has 17 goals to be achieved, namely: ending poverty in all forms and everywhere; end hunger, achieve better food and nutrition security and support sustainable agriculture; ensure a healthy life and support welfare for all ages; ensuring inclusive and equal quality education, also supporting life-long learning opportunities for all; achieve gender equality and empower all women and girls; ensuring the availability and management of sustainable clean water and sanitation for all; ensure access to affordable, reliable, sustainable and modern energy for all; supporting inclusive and sustainable economic growth, full and productive workforce and decent work for all; building strong infrastructure, supporting inclusive and sustainable industrialization and fostering innovation; reducing inequality within and between countries; building cities and settlements that are inclusive, safe, resilient and sustainable; ensuring sustainable consumption and production patterns; take immediate action to combat climate change and its effects; conserve and sustainably utilize sea, ocean and maritime resources for sustainable development; protect, restore and support sustainable use of terrestrial ecosystems, manage forests in a sustainable manner, combat desertification, and inhibit and reverse soil degradation and inhibit loss of biodiversity; supporting a peaceful and inclusive society for sustainable development, providing access to justice for all and building effective, accountable and inclusive institutions at all levels; strengthen implementation measures and revitalize global partnerships for sustainable development (johnston, 2016). sustainable development and tourism during this time, under normal assumptions, tourism is one of the sectors in the growing economy in indonesia, as well as in the world, an important contributor in terms of job creation and welfare, environmental protection, cultural preservation and reduction of the number of poor people, including through an increase in the number of visits from people visiting both foreign and domestic tourists (united nations, 2017). according to the world tourism organization, the principle of sustainability refers to the environmental, economic and socio-cultural aspects of tourism development, and an appropriate balance must be established between these three things to ensure its long-term sustainability (world tourism organization, 2004). it can be said simply that the principle of sustainability seeks to ensure that the current use of resources is maintained in the future. journal of applied sciences in travel and hospitality 55 tourism economy sustainability as one of the fields developed in sustainable development is the field of tourism, which has conditions, one of which is the realization of the sustainability of the tourism economy, besides ecological, social and cultural sustainability. furthermore, based on the definition of sustainable development, according to the world tourism organization, sustainable tourism must: 1) make optimal use of environmental resources which are key elements in tourism development, maintain important ecological processes and help preserve nature reserves and biodiversity. 2) respect the socio-cultural authenticity of the host community, preserve their cultural life and cultural heritage and traditional values, and contribute to intercultural understanding and tolerance. 3) ensuring viable long-term economic operations, providing socioeconomic benefits to all stakeholders that are fairly distributed, including stable employment opportunities and opportunities to generate income and social services to accommodate the community, and contribute to poverty alleviation. sustainable tourism development requires the participation of information from all relevant stakeholders, as well as strong political leaders, to ensure broad participation and joint development. achieving sustainable tourism is a continuous process and requires constant impact monitoring, introducing necessary preventive and / or corrective measures if necessary. sustainable tourism must also maintain a high level of tourist satisfaction and ensure meaningful experiences for tourists, increase their awareness of sustainability issues and promote sustainable tourism practices among them (world tourism organization, 2004). community and development community is an important capital in development in general, and in tourism development in particular. community, one of which is the community, is a tourism stakeholder, in addition to the government, businessman who have participation in creating balance and harmony hence development can be implemented (ardika, 2018:118); (nofriya, 2016). tourist satisfaction tourist satisfaction is a form of post-visit behaviour. tourist or customer satisfaction can be defined as a match between expectations and reality. tourist, as customer, satisfaction is something that is important to examine, due to several reasons, one of which is because customer satisfaction is a rational indicator for a non-financial performance (wikhamn, 2019). various methods are used to measure customer satisfaction, and no one says there is the best measuring tool, among the various measuring tools available. one method that can be used to measure customer satisfaction is overall customer satisfaction, by directly asking customers how satisfied they are with certain specific products or services. (tjiptono, 2014). prior research several previous studies have been conducted relating to the participation of community in this case the community towards development, including those conducted by several previous researchers (yusuf, 2014), (susana et al., 2017), conducted research to prove the importance of community participation in development, in other words to prove that sustainable development can be implemented with community awareness, and development must be based on development policies that are oriented towards community development that requires broader participation from the community. one of the previous studies used a quantitative analysis method and the results of the study showed that the more effective the collaboration between the government and the local community, both entrepreneurs and the community, the more opportunities there would be for sustainable tourism (susana et al., 2017). other studies analyze community empowerment through the rural infrastructure development program in improving community welfare. the research conducted was a qualitative study by describing the implementation of the principles of community empowerment (sururi, 2017). journal of applied sciences in travel and hospitality 56 this study is different from previous research, although it has similarities in terms of involving community participation, but this study uses a quantitative approach and other different variables. based on a literature review in this study, the hypotheses in this study are as follows: h1: there is a partial effect on the participation of community in ecological sustainability, on tourist satisfaction. h2: there is a partial effect of community participation in social sustainability, on tourist satisfaction. h3: there is a partial effect on community participation in cultural sustainability, on tourist satisfaction. h4: there is a partial effect of community participation in economic sustainability towards tourist satisfaction. methodology this research is a quantitative study with the aim of showing the relationship between variables, based on theory, and finally drawing conclusions by looking for generalizations that have predictive value (sugiyono, 2016). this study aims to determine the relationship between variables, how a variable influences other variables, in this study aims to determine the effect of variables community participation in ecological sustainability (y1), community participation in social sustainability (y2), community participation in cultural sustainability (y3) and community participation in economic sustainability (y4) to post-visit tourist satisfaction (z). the data used are primary data. data collection techniques used were questionnaires, data obtained directly from respondents who answered questions raised on the questionnaire, with the unit of analysis studied were tourists who had visited one of the cultural tourism in palembang (as the population). since number of population did not knowing, the sample size determined by using the guideline given by from roscoe (sugiyono, 2016). according to him, in order to determining the number of samples, it is recommended that the sample size is between thirty (30) and five hundreds (500) elements and in multivariate analysis or research the sample size must be ten (10) times larger than the number of variables to be analyzed. based on that consideration, as many as 107 people, selected as the sample using simple techniques random sampling. in this study, to measure tourist satisfaction using overall customer satisfaction indicators, through the customer satisfaction survey method, (tjiptono, 2014), namely by directly asking respondents, who are visitors / tourists, how satisfied they are with certain specific services, in this case is community participation in the sustainability of tourism, the reason for using this method is to obtain a direct response from customers. data is collected to be processed using robust regression analysis techniques with mestimation, due to the existence of outliers on the data that has been collected, so that figures and facts can be analyzed and the results obtained are worthy to be made conclusions from this study. results and discussions results respondent data this study uses primary data by collecting data by means of a survey of tourists who are eligible to be respondents in the study, and from 107 observations collected in early 2019, a summary of the frequency distribution tables of respondents' demographic variables grouped by sex, age, occupation, income, sources of information and frequency of visits as in the following tables. classification of respondents by gender table 1 displays the group of respondents by gender, from table 1 it is known that the majority of respondents who filled out the questionnaire were respondents with female gender, as many as 72 people out of 107 people. male respondents represented a sample of 32.7%, while female respondents represented a sample of 67.3%. journal of applied sciences in travel and hospitality 57 table 1. demographic characteristics of observations based on gender characteristics frequency percentag e gender male 35 32,7 female 72 67,3 total 107 100 classification of respondents by age frequency distribution of respondents grouped by age is shown in table 2. table 2 shows that of the 107 respondents, most respondents were respondents aged between 17-23 years, as many as 102 people or as much as 95.3% of the proportion of the sample. table 2. demographic characteristics of observations based on age characteristics frequency percentage age between 17 – 23 years old 102 95,3 between 24 – 30 years old 4 3,7 between 31 – 37 years old 0 0,0 between 38 – 44 years old 1 0,9 between 45 – 51 years old 0 0,0 51 years old and above 0 0,0 total 107 100 classification of respondents by occupation in table 3, the grouping of respondents is displayed by occupation; the data in the table shows the results that most respondents have employment status as students as much as 79.4% or as many as 85 out of 107 people. while the smallest respondent has a job as a civil servant, as many as 2 people or 1.9% of all respondents. table 3. demographic characteristics of observations based on occupation characteristics frequency percentage occupation student 85 79,4 civil worker 2 1,9 employee 9 8,4 entrepreneur 3 2,8 others 8 7,5 total 107 100 journal of applied sciences in travel and hospitality 58 classification of respondents by income table 4. demographic characteristics of observations based on income characteristics frequency percentage income less than idr 1,000,000 76 71.0 idr 1,000,000 s.d idr 3,000,000 21 19.6 idr 4,000,000 s.d idr 6,000,000 8 7.5 idr 7,000,000 s.d idr 9,000,000 1 0.9 more than idr 9,000,000 1 0.9 total 107 100 table 4 shows the demographic characteristics based on the income received by respondents, from the frequency distribution it appears that some respondents have incomes of less than idr 1,000,000 (71%), while others earn between idr 1 million to idr. 3 million (19.6%), in addition, the income is between idr 4 million to idr 6 million (7.5%), and the rest of the respondents have income between idr 7 million to idr 9 million and more than idr 9 million, each 1%. the majority of respondents have income of less than idr 1,000,000 as much as 71.0%. classification of respondents by source of information table 5 displays the frequency distribution data of the respondent groups based on sources of information about the tourist destinations visited. the first largest source of respondent information was from friends/ relatives recommendation of 50.5%, and second place was from electronic media (internet, tv, etc.) as much as 42.1%. table 5. demographic characteristics of observations based on source of information characteristics frequency percentag e source of information recommendation 54 50,5 electronic media (internet, tv, etc) 45 42,1 travel package brochure 2 1,9 others 6 5,6 total 107 100 classification of respondents by number of visit table 6. demographic characteristics of observations based on number of visit characteristics frequency percentage number of visit 1 time 45 42,1 2 times 27 25,2 3 times 9 8,4 more than 3 times 26 24,3 total 107 100 journal of applied sciences in travel and hospitality 59 data on the frequency distribution of demographic characteristics based on the number of visits are shown in table 6. the first most respondents were 1 times as much as 42.1%, the second rank was 2 times as much as 25.2%, and the third rank was more than 3 times as much as 24.3%. this is in accordance with the eligibility to be a respondent. validity and reliability test from the results of the validity and reliability test, the correlation coefficient obtained from all indicators is greater than 0.50, hence the validity test can be concluded that all indicators are said to be valid (accurate). in addition, the most dominant indicator of the ecological sustainability participation (y1) variable is x4, namely "the community participates in maintaining the cleanliness of attractions" with a correlation of 0.909. the most dominant indicator of the variable social sustainability participation (y2) is x8, namely "the community participates in maintaining the safety of attractions" with a correlation of 0.848, respectively. the most dominant indicator of the culture sustainability participation (y3) variable is x10, namely "the community responds positively to tourist culture" with a correlation of 0.810. the most dominant indicators of economic sustainability participation (y4) are x14 and x15, namely "the community participates in providing (selling) food and beverage needs to tourists" with correlations of 0.888 and 0.894, respectively. the most dominant indicator of tourism satisfaction (z) is x21 which is "i am satisfied with the harmony/ harmony between the community and tourists" with a correlation of 0.842. table 7. the validity and reliability test results of the construct between the research variables and the indicators research variable indicator/ question correlation cronbach’s alpha ecological sustainability participation (y1) x1 0,801 α1 = 0,885 x2 0,786 x3 0,871 x4 0,909 x5 0,809 social sustainability participation (y2) x6 0,823 α2 = 0,833 x7 0,789 x8 0,848 x9 0,825 cultural sustainability participation (y3) x10 0,810 α3 = 0,751 x11 0,709 x12 0,781 x13 0,734 economic sustainability participation (y4) x14 0,888 α4 = 0,831 x15 0,894 x16 0,858 tourist satisfaction (z) z17 0,740 α5 = 0,929 z18 0,789 z19 0,776 z20 0,743 z21 0,842 z22 0,739 z23 0,723 z24 0,724 z25 0,677 z26 0,770 z27 0,697 z28 0,692 z29 0,670 z30 0,641 journal of applied sciences in travel and hospitality 60 in addition, cronbach's alpha scores for ecological sustainability participation (y1), social sustainability participation (y2), cultural sustainability participation (y3), economic sustainability participation (y4), and tourism satisfaction (z) respectively0.885, 0.833, 0,751, 0,831, and 0,929 so that this reliability test can be concluded that all indicators are said to be reliable. thus, testing the validity and reliability of the extracts from all indicators concluded was valid and reliable. this study uses a hypothesis test, the study was conducted with the aim of testing the relationship between the variables studied. the following steps are taken to test the regression coefficients of equations y1, y2, y3 and y4 with the t test given with the hypothesis as previously stated. in partial/ individual testing of the model coefficients with the t test, a significant effect is given when the p-value ≤ α with α is determined at 10%, 5%, or 1%. hypothesis testing by using robust regression m-estimation, than robust regression model is obtained as follows: �̂� = 0,822+0,192y1 + 0.182y2 + 0.204y3 + 0.206y4 (1) regression models can be evaluated through r-square (r2) and adjusted r-square values. r-square value is used to assess how much influence the independent variable has on the dependent variable. based on the results of the study, obtained an r-square of 0.512 which indicates that the satisfaction variance can be explained by 51.2% by the variance of community participation in ecological, social, cultural and economic sustainability. it can be said based on these results the research model used is good. table 8. t test results for the significance of the coefficient of equations y1, y2, y3 and y4 variable dependent variable independent coefficient regression standard error statistic z p-value z constant 0,822 0,278 2,959 0,003*** y1 0,192 0,069 2,801 0,005*** y2 0,182 0,086 2,113 0,035** y3 0,204 0,084 2,430 0,015** y4 0,206 0,056 3,700 0,000*** * significant for a significant level (α) of 10%. ** significant for a significant level (α) of 5%. *** significant for a significant level (α) of 1%. hypothesis testing is conducted by considering the regression coefficient in order to find out the magnitude of influence between the variables studied, with the criteria for determining acceptance or rejection of the hypothesis is to use the p value, where the p value is less than 0.05 for error tolerance of 5%. discussions the effect of community participation in ecological sustainability on tourist satisfaction from the output of equation y1, the test for: participation of community in ecological sustainability has a positive and significant effect on tourist satisfaction after visit, variable y1 on z with a regression coefficient (coefficient) of 0.192 (positive influence) and p-value (prob.) equal to 0.003 so that the test can be concluded that there is a significant effect of y1 on z. in other words, if the participation of community in ecological sustainability has increased by 1 unit, the tourist satisfaction will increase by 0.192; and vice versa if ecological sustainability participation has decreased by 1 unit, then tourist satisfaction will experience a decrease of 0.192. this finding is in line with or support research on community participation in supporting tourism (nofriya, 2016) and about the importance of maintaining ecology in order to create consumer satisfaction (oviedo-garcía et al., 2019; ristić et al., 2019). hence it needs awareness of many parties including the community in optimally utilizing environmental resources which is a key element in journal of applied sciences in travel and hospitality 61 tourism development, and needs to maintain ecological processes, and it is important to help preserve ecology, because it is difficult to protect long-term ecological sustainability effectively without community participation (samedi, 2015) the effect of community participation in social sustainability on tourism satisfaction participation of community in social sustainability has a positive and significant effect on tourist satisfaction after visit, variable y2 on z with a regression coefficient of 0.182 (positive influence) and p-value (prob.) of 0.005 hence based on that testing it can be concluded that there is a significant influence of y2 with respect to z. in other words, if the participation of community in social sustainability has increased by 1 unit, the tourist satisfaction will increase by 0.182; and vice versa if social sustainability participation has decreased by 1 unit, then tourist satisfaction will decrease by 0.182. these findings are in line with or support the results of research conducted (iniesta-bonillo et al., 2016), that the social dimension of tourism sustainability is an important factor for customer value in the form of satisfaction (axon, 2020), that the social dimension of tourism sustainability is an important factor for customer value in the form of satisfaction. the effect of community participation in cultural sustainability on tourism satisfaction the participation of community in cultural sustainability has a positive and significant effect on tourist satisfaction post visit, variable y3 on z with a regression coefficient of 0.204 (positive influence) and p-value (prob.) of 0.015 hence based on that testing it can be concluded that there is a significant effect of y3 with respect to z. in other words, if the participation of community in cultural sustainability has increased by 1 unit, the tourist satisfaction will experience an increase of 0.204; and vice versa if cultural sustainability participation has decreased 1 unit, then tourist satisfaction will decrease by 0.204. the implication of these findings is the need to respect the authenticity of the culture of the host community, preserve their cultural life and cultural heritage and traditional values, and contribute to intercultural understanding and tolerance, because cultural factors are also factors that have a strong influence on tourist satisfaction. in line with or support previous research thinking (asmelash & kumar, 2019) which states it is important to ensure cultural exchanges between tourists and local communities accompanied by positive interactions needed between the two parties, thus the role of local communities (local community) becomes important. the effect of community participation in economic sustainability on tourism satisfaction participation of community in economic sustainability has a positive and significant effect on tourist satisfaction after visit, variable y4 to z with a regression coefficient of 0.206 (positive influence) and p-value (prob.) of 0,000 hence based on that testing it can be concluded that there is a significant effect of y4 with respect to z. in other words, if the participation of community in economic sustainability has increased by 1 unit, the tourist satisfaction will increase by 0.206; and vice versa if participation in economic sustainability has decreased by 1 unit, then tourist satisfaction will decrease by 0.206. 3) ensuring viable long-term economic operations, providing socio-economic benefits to all stakeholders that are fairly distributed, including stable employment opportunities and opportunities to generate income and social services to accommodate the community, and contribute to poverty alleviation. the findings of this study in the form of a positive influence of community participation in economic sustainability on tourist satisfaction, contrary to or not in line/not support previous research (sukiman et al., 2013), who find that tourists are dissatisfied with the involvement of local community in tourist destinations, but universally, sustainability, including in the economic aspect, tends to be an important factor in influencing perceived satisfaction with a tourist destination (iniesta-bonillo et journal of applied sciences in travel and hospitality 62 al., 2016), thus the involvement or participation of community in economic sustainability in a tourist destination is a necessity. conclusions conclusion should be written in very clear words. it should explain how the objectives of the study are accomplished. the purpose of this study, as stated in the initial section, was to examine the participation of community in the sustainability of tourism towards post-visit behavior in the form of tourist satisfaction, by asking the question whether community participation in the sustainability of tourism has an effect on post-visit behavior in the form of tourist satisfaction after a visit to a cultural destination in palembang? based on the results of the study it can be concluded that the participation of community in economic, ecological, social and cultural sustainability does affect tourist satisfaction after a visit to a cultural destination in palembang. since, there is a positive and significant effect of community participation in the sustainability of tourism (ecological, social, cultural and economic) towards tourist satisfaction, as the form of post-visit behavior. these results support previous research which states the need for concern for community participation in realizing sustainable development. so the implications in this research are important to involve community in the process of realizing sustainable development and making it a focus in development. this study has limitations in terms of using indicators of satisfaction with visits, which only use a measure of satisfaction overall, so it is recommended for future research to be done by using different indicators by adding other satisfaction indicators, such as confirmation of customer expectations and dissatisfaction. references ardika, i. g. 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(2014). partisipasi masyarakat dalam pembangunan kota yang berkelanjutan dan berkeadilan. jurnal administrasi publik unpar, 11(2), 53–68. international journal of applied sciences in tourism and events issn: 2580-5592, vol 4, no 1, 2020, pp http://dx.doi.org/10.31940/ijaste.v4i1.1908 1 infrastructure readiness to support sustainable tourism destinations in bangka belitung islands devi valeriani1,rulyanti susi wardhani2*,desy yuliana dalimunthe3, fitra hartini4, david reeve5 1,2,3universitas bangka belitung, indonesia, 4instansi bappeda provinsi bangka belitung, indonesia, 5arts and social sciences, university of new south wales, australia. 1deviyono92@gmail.com, 2*rulyantiwardhani67@gmail.com, 3desydalimunthe2@gmail.com 4fitrahartini@yahoo.com, 5d.reeve@unsw.edu.au article history received on 09 february 2020 revised on 08 april 2020 accepted on 23 june 2020 abstract purpose: the purpose of this study was to determine how the readiness of infrastructure at tourist destinations in achieving sustainable tourism development in bangka belitung islands, indonesia. research methods: the method used in this study is the ipa (importance performance analysis) which is used to measure a person's level of satisfaction with the performance of others. the sample used in this study were 400 samples. results and discussions: the results showed that the development of infrastructure at tourist destinations in the province of bangka belitung the main concern is the health facilities, security facilities, educational facilities and playing, the information center or the sale and handling of waste or garbage while the infrastructure is perceived less important and the level of satisfaction is at lower level, namely the availability of public transportation, bus stops, hotel/resort, souvenir shop/souvenirs, minimart, atm/money changer as well as cultural and arts facilities, sports facilities, disable facilities, and lockers. conclusion: that the development of infrastructure at district/ town is located on the main priorities and strengthening the necessary infrastructure and development in order to satisfy the future be tourist infrastructure. keywords: readiness, infrastructure, destinations, sustainable tourism development introduction readiness of tourist destinations to be visited by tourists in the tourist destination requires the construction and infrastructure compliance with the adjustment of the location and condition of the respective tourist destinations (suwantoro, 2004; herman, 2017). the development of infrastructure in tourist destinations for the condition and location was able to improve accessibility at tourist destinations, ultimately enhancing tourist destinations. the success of the development of tourist destinations should be through the stage of planning, support, and coordination among related institutions mature (cetin & bilgihan, 2016). bangka belitung province, indonesia, is one that has a variety of tourist destinations, both marine tourism, nature tourism, historical tourism and ecotourism. tourism development became one of the priorities of bangka belitung province, according to rpjmd bangka belitung province years 2017-2022. the infrastructure is expected to support the success of tourism in bangka belitung province (bapeda, 2018). mailto:deviyono92@gmail.com mailto:3desydalimunthe2@gmail.com mailto:fitrahartini@yahoo.com, 2 when traveling became one of the indicators, the satisfaction of tourists was met, not the infrastructure at tourist destinations visited. the expectation fulfillment infrastructure is increasing the number of tourists and the many tourists who do repeated visits to these destinations (bressolles & lang, 2019). dewhurst (2001) and burns (1995) mentions that the sustainable tourism development is a concept in tourism which aspired by the people who understand the importance of sustainability, the emphasis on the sustainability of the development of a tourism area, with three aspects, environmental, social, cultural and economic (nikolova & hens, 2013; mihalic, 2016). it requires proper planning strategies and integrated by all stakeholders in its implementation. it is necessary for a detailed study on the readiness of the social infrastructure, the economy, and the environment that existed at the tourist destinations that have become the choice in this study for the realization of sustainable tourism development. suwantoro (2004) and syriac (2017) explained that tourism is a process of the temporary departure of a person or heading somewhere else outside their homes. the urge his departure was due to a variety of interests, either because the interests of economic, social, cultural, political, religious, medical or other purposes such as a curiosity, adding to the experience or to learn line with the opinion (yamashita 2015; kiráľová and pavlíčeka 2015). spillane (2015) revealed tourism is traveling from one place to another, temporary, done individually or in groups, to seek a balance or harmony and happiness to the environment in the social, cultural, nature, and science (khotimah and wilopo, 2017). brundtland (1985) states that sustainable development is the development that meets the needs of the present without compromising the ability of future generations to meet reviews their own need. over time, the concept of sustainable development was adopted into the concept of sustainable tourism (sustainable tourism development). sustainable tourism development means "form of tourism that is consistent with natural, social, and community values that allow both host and guest to enjoy positive and worthwhile interaction and shared experience. "according to unwto, sustainable tourism is defined as tourism that takes into account the full impact of the economic, social, and environmental present and future, address the needs of visitors, industry (tourism), environment, and host communities (ministry of tourism, 2012). sustainable tourism development is mostly concerned with ensuring that natural resources, social and cultural utilized for the development of tourism that can be enjoyed for generations to come. in the charter for sustainable tourism (1995), sustainable tourism development is the development that can be supported ecologically well as economically viable, as well as ethically and socially equitable for society. various definitions of infrastructure interpreted them rozy, and koswara (2017) and meidayati (2017) mentioned that infrastructure is a facility or the basic structure, equipment, installations are constructed and necessary for the functioning of the social system and the economic system of society (khadaroo and seetanah, 2007; tamvakis and xenidis, 2013; grigg, neil 2000). other organizations, namely the associated general contractors of america (2002), revealed that infrastructure is a system of public facilities, both governmentfunded and private, that provide essential services and support the achievement of standards of living. based on the background, previous research and theories that support then this article aims to determine how the readiness of infrastructure at tourist destinations in achieving sustainable tourism development in bangka belitung islands. research methods the research was conducted in the province of bangka belitung islands with criteria that is a tourist destination that has the highest tourist traffic in each area. the details are as follows: 1. south bangka: batu belimbing and tanjung kerasak, 2. central bangka: tapak antu and lake kaolin, 3. bangka barat: guest houses menumbing and tanjung you, 4. bangka: tongaci turkish and turkish matras, 5. pangkalpinang: pasir padi and bangka botanical garden, 6. belitung: mangrove beach gusong bugis savior sebrang and cape coast high, 7. east belitung: replica sd laskar pelangi and museum kata. 3 this type of research is the study of combinations (mixed-method), which combines quantitative and qualitative research methods. this research is explanatory (analytical research), meaning research that explains the whole of the object being studied within certain limits, which measure the interests and expectations or satisfaction of tourists to the infrastructure in each destination that has been specified, using ipa (importance performance analysis). this study was conducted using primary data obtained through questionnaires. this method is done by providing a list of questions to respondents. the analytical tool used is ipa (importance performance analysis) (arbore and busacca, 2011) the variables used in this study are tourism infrastructure, tourism destinations, and sustainable tourism development. the population in this study is that tourists who visit bangka belitung’s archipelago as population and further samples were taken by using the formula slovin (sevilla et. al., 1960). calculation of the sample taken from the number of tourists visiting bangka belitung province in 2018 as many as 425 942 people, so that: 𝑛 = 425.942 1 + 425.942((0,05)) 2 = 400 𝑠𝑎𝑚𝑝𝑙𝑒 a total of 420 questionnaires were distributed to respondents in selected tourist destinations in the district/city of bangka belitung province. result and discussion importance performance analysis (ipa) based on destinations infrastructure readiness figure 1. analysis of importance performance analysis quadrant model source: adapted, 2019 based on figure 1 is known that the infrastructure is in quadrant a or a region a top priority among other infrastructure related to social infrastructure and environmental infrastructure, the health facility (17), facility security (18), educational facilities and playing (19), or promotional information center (24). there is an environmental infrastructure, namely the handling of waste (27). infrastructure is in quadrant a region is considered to be not by what is expected by visitors to the destination (the perceived level of visitor satisfaction is still low) should be improved. travelers want health facilities, security facilities, educational facilities, and play. other infrastructure associated with the path to the destination (1), parking (4), the telecommunications network (11), electricity (12), waste disposal (14), a toilet (15), praying (16), signage signpost ( 22), signage safety (23), water (28), and the infrastructure related to the availability of bins (29) are in quadrant b which means that the infrastructure must be 4 maintained and even had to be increased, so it remains an infrastructure which has by the expectations of tourists, so the level of satisfaction is relatively higher. there is some infrastructure that is felt less important. the level of satisfaction is at a low level or quadrant c, the economic infrastructure such as the availability of public transportation (3), stop (5), hotel/resort (7), souvenir shop/souvenirs (9), minimart (10), atm/money changer (13) as well as in terms of social infrastructure consisting of artistic and cultural facilities (20), sports facilities (21) disabled facilities (25), and lockers (26). the infrastructure is in quadrant region c is given infrastructure is located in a low condition, is less critical at this time. the infrastructure is in quadrant past the quadrant d are perceived by visitors less essential and were deemed too excessive, among others in terms of economic infrastructure such as counter inside (2), gazebo (6), and the restaurant/diner (8) as well as environmental infrastructure such as drainage (30) perceived visitors are not too important. it felt quite match what they expect. importance performance analysis (ipa) by district/city based on the analysis of importance performance analysis (ipa) obtained the results of the analysis that the infrastructure is in quadrant a and are in the region of highest priority among others counter inside (2), the availability of public transportation (3), parking (4), stops (5), restaurant/diner (8), cultural and arts facilities (20), signage safety (23), and disable facilities (25). this means that on these destinations have been unsatisfactory infrastructure travelers. 1. south bangka figure 2. importance performance analysis results of the south pacific source: processed, 2019 the infrastructure must be maintained as factors of seed and is considered important in the eyes of visitors or infrastructure are in quadrant b, among others the path to the destination (1), gazebo (6), waste disposal (14), a toilet (15), and sign post (22). the infrastructure is in quadrant c include hotel/resort (7), souvenir shop (9), minimart (10), telecommunications network (11), electricity (12), atm/money changer (13), facilities health (17), facility security (18), sports facilities (21), an information center (24), lockers (26), waste management (27), and water (28) is the infrastructure that are considered visitors less important. the level of satisfaction visitors are at a low level. the infrastructure is in quadrant d that is considered to be the visitor does not matter because they have felt the satisfaction and already meets the needs of travelers when 5 traveling and the mosque (16), educational facilities and playing (19), waste disposal (29), and draenase (30). 2. central bangka figure 3. result of importance performance analysis of central bangka source: processed, 2019 based on the analysis of importance performance analysis (ipa) obtained the results of the analysis that the infrastructure is in quadrant a. an area of top priority which should receive attention is the hotel/resort (7), restaurants/public eating (8), the telecommunications network (11), bins (14), health facilities (17), facility security (18), cultural and arts facilities (20), sports facilities (21), and the handling of waste (27). the desired condition by tourists is the availability of infrastructures such as they traveled. the infrastructure must be maintained as factors of seed and is considered important in the eyes of visitors or infrastructure are in quadrant b, among others the path to the destination (1), the counter inside (2), parking (4), gazebo (6), souvenir shop/souvenirs (9), electricity (12), a toilet (15), educational facilities and playing (19), signage signpost (22), signage safety (23), an information center (24), water net (28), and bins (29). infrastructure in quadrant c, among others, the availability of public transportation (3), minimart (10), atm/money changer (13), the facility disable (25), lockers (26), and draenase (30) is the infrastructure that are considered visitors less important and visitor satisfaction levels are at a low level. the infrastructure is in quadrant d that is considered to be the visitors are not too important because tourists are satisfied with the infrastructure available today. there is only one (1) infrastructure in quadrant d is stop (5). 6 3. west bangka figure 4. importance performance analysis west bangka source: processed, 2019 based on the analysis of importance performance analysis (ipa) obtained the results of the analysis that the infrastructure is in quadrant a include hotel/resort (7), restaurant/diner (8), shop for souvenirs or souvenirs (9), telecommunication network (11 ) and facility security (18). there are five (5) infrastructure that is on the main priority areas and tourists feel dissatisfied with the condition, they want when they are on pasanggrahan menumbing and turkish destinations tanjung kalian available hotels, restaurants, souvenir shops, telephone networks and facilities guaranteed security. the infrastructure must be maintained as factors of seed and is considered important for travelers who are in quadrant b, among others the path to the destination (1), parking (4), gazebo (6), electricity (12), waste disposal (14) , toilet (15), praying (16), signs signpost (22), signage safety (23), waste management (27), water (28), waste disposal (29) and draenase (30). this means that infrastructures are already perceived to be quite satisfactory for tourists. the infrastructure is in quadrant c is the availability of public transportation (3), stop (5), minimart (10), atm/money changer (13), health facilities (17), facilities eduksi and play (19), cultural facilities and arts (20), sports facilities (21), an information center (24), disable facilities (25) and the availability of lockers (26) is an infrastructure that is considered less important visitors and visitor satisfaction levels are at a low level. the infrastructure is in quadrant d the availability counter inside (2) considered the visitors are not too important for travelers, there is a tendency even if it is not available counters they considered better because it will not be charged admission. 7 4. bangka figure 5. importance performance analysis (ipa) bangka source: processed, 2019 based on the analysis of importance performance analysis (ipa) obtained the results of the analysis that the infrastructure is in quadrant a and are in the region of highest priority, among others, the availability of public transportation (3), stop (5), gazebo (6), the telecommunications network (11), health facilities (17), facility security (18), educational facilities and playing (19), and the signs of salvation (23). the infrastructure must be maintained as factors of seed and is considered important in the eyes of visitors or infrastructure are in quadrant b, among others the path to the destination (1), parking (4), the restaurant/diner (8), electricity (12), places trash (14), a toilet (15), cultural and arts facilities (20), and ramburambu signpost (22). the infrastructure is in quadrant c include gift shop/souvenir (9), minimart (10), atm/money changer (13), sports facilities (21), the facility disable (25), lockers (26), and handling waste (27) is an infrastructure that is considered less important visitors and visitor satisfaction levels are at a low level. infrastructure is at the counter inside the quadrant d (2), hotel/resort (7), water (28) and draenase (30) is considered the visitors are not too important. however, the infrastructure must remain available as control to calculate the number of tourists visiting and the revenue opportunities for destination managers. 5. pangkalpinang figure 6. result of importance performance analysis (ipa) pangkalpinang source: processed, 2019 8 based on the analysis of importance performance analysis (ipa) obtained the results of the analysis that the infrastructure is in quadrant a and are in the region of highest priority among other atm/money changer (13), waste disposal (14), health facilities (17), facility security the ( 18), cultural and arts facilities (20), signage signpost (22), signage safety (23), disable facilities (25), waste treatment (27) and water (28). with the availability of different types of infrastructure then the tourists will be satisfied and will be able to do a repeat visit. the infrastructure must be maintained as factors of seed and is considered important in the eyes of visitors or infrastructure are in quadrant b include parking (4), the restaurant/ diner (8), the telecommunications network (11), a toilet (15), praying ( 16), and bins (29). there are four (4) infrastructure, which are in quadrant c is stop (5), gazebo (6), sports facilities (21), and lockers (26). the infrastructure infrastructurealthough the infrastructure is low priority but needs strengthening and development so that future travelers be satisfactory infrastructure. the infrastructure is in quadrant d are perceived by visitors are not too important because tourists have felt the satisfaction of the infrastructure that is the path to the destination (1), the counter inside (2), the availability of public transportation (3), hotel/resort (7), shop souvenir/gift (9), minimart (10), electricity (12), educational facilities and playing (19), an information center (24) and the last of the draenase (30). 6. belitung figure 7. importance performance analysis results belitung source: processed, 2019 based on the analysis of importance performance analysis (ipa) obtained the results of the analysis that the infrastructure is in quadrant a and are in the region of highest priority among others counter inside (2), parking (4), gazebo (6), minimart (10), and facilities security (18). the infrastructure must be maintained as factors of seed and is considered important in the eyes of visitors or infrastructure are in quadrant b, among others the path to the destination (1), hotel/resort (7), restaurant/diner (8), souvenir shop/souvenirs (9), the telecommunications network (11), electricity (12), atm/money changer (13), waste disposal (14), a toilet (15), praying (16), cultural facilities and arts (20), safety signs (23), waste management (27), water (28), and bins (29). the infrastructure is in quadrant c there are four (4) infrastructure among others stop (5), educational facilities and playing (19), sports facilities (21), and an information center (24) is the infrastructure that are considered visitors less important and the level of visitor satisfaction is at a low level. this infrastructure included in the category of low priority but still have to get the attention of the destinas development separately in the future. 9 infrastructure in quadrant d are perceived by visitors are not too important because tourists have been satisfied with the infrastructure provided at both destinations, such as the availability of public transportation (3) because the tendency of travelers use personal vehicles and rental when traveling. , health facilities (17), signage signpost (22), disable facilities (25), and lockers (26). 7. east belitung figure 8. result of importance performance analysis (ipa) east belitung source: processed, 2019 based on the analysis of importance performance analysis (ipa) obtained the results of the analysis that the infrastructure is in quadrant a and are in the region of highest priority, among others, electricity (12), atm/money changer (13), waste disposal (14) and cultural facilities and arts (20). the infrastructure must be maintained as factors of seed and is considered important in the eyes of visitors or infrastructure are in quadrant b include parking (4), gazebo (6), waste management (27), water (28), and bins ( 29). the infrastructure is in quadrant c, among others, is the infrastructure that are considered visitors less important and the level of visitor satisfaction is at a low level, among others, the availability of public transportation (3), stop (5), hotel/resort (7), restaurant/diner (8), souvenir shop/souvenirs (9), minimart (10), the telecommunications network (11), health facilities (17), facility security (17), educational facilities and playing (19), sports facilities (21), and disable facilities (25). the infrastructure is in quadrant d are perceived by visitors are not too important and already provide maximum satisfaction for tourists. it's just still do treatment and proper management of infrastructure such as the path to the destination (1), the counter inside (2), toilet (15), praying (16), signage signpost (22), signage safety (23), lockers (26), and drainage (30). infrastructure being put in question in the questionnaire which asked to travelers on destinations which is the object of research in this research as follows: 10 table 1. data infrastructure economic, social and environmental no. instrument information infrastructure type 1 road to the destination economic infrastructure 2 entrance counter 3 public availability of transportation 4 parking 5 stop 6 gazebo 7 hotel / resort 8 restaurant / food stall 9 souvenir shop / souvenir 10 mini market 11 telecommunications network 12 electricity 13 atm / money changer 14 toilet social infrastructure 15 islamic prayer room 16 medical facility 17 security facilities 18 educational and play facilities 19 cultural and arts facilities 20 sports facilities environmental infrastructure 21 road signs 22 safety signs 23 information center 24 disable facilities 25 locker 26 waste management 27 clean water 28 trash can 29 drainage source: adapted, 2019 conclusion it is generally known that the development of infrastructure at tourist destinations in the province of bangka belitung the main concern is the health facilities, security facilities, educational facilities and playing, the information center or the sale and handling of waste or garbage while the infrastructure is perceived less important and the level of satisfaction is at lower level, namely the availability of public transportation, bus stops, hotel/resort, souvenir shop/ souvenirs, minimart, atm/ money changer as well as cultural and arts facilities, sports facilities, disable facilities, and lockers. that the development of infrastructure at district/ town is located on the main priorities and strengthening the necessary infrastructure and development in order to satisfy the future be tourist infrastructure. west bangka with infrastructure is a top priority, among others, the availability of hotels, restaurants, souvenir shops, telephone networks and facilities security is assured, while the type of infrastructure that is located on a lower priority but needs strengthening and development so that in the future the infrastructure of a satisfactory rating, among others, the availability of public transportation, bus stops, minimart, atm/ money changer, health facilities, facilities education and play, artistic and cultural facilities, sports facilities, information center, disabled facilities and the availability of lockers. 11 bangka with infrastructure a top priority among other public transportation, bus stops, gazebo for relaxing, telecommunications networks, medical facilities for the anticipated tourist sick, security facilities, educational facilities and play for families and sign safety and infrastructure located on low priority but need strengthening and development so that future travelers be satisfactory infrastructure, among others, the gift shop/ souvenirs, minimart, atm/ money changer, sport facilities, disabled facilities, lockers, and waste handling. south bangka regency obtained results of the analysis of ipa that infrastructure is a top priority among others counter inside, the availability of public transportation, parking, bus stops, restaurants/ food stalls, cultural facilities and arts, signs of safety, and facilities disabled, while the infrastructure is located at low priority but needs strengthening and development so that in the future the infrastructure of a satisfactory rating among other hotel/resort, souvenir shop/souvenirs, minimart, telecommunication networks, electricity, atm/money changer, health facilities, security facilities, sports facilities, information center , lockers, waste treatment and clean water. central bangka obtained results of the analysis of ipa that infrastructure is a top priority among other hotel/resort, restaurant/public eating, telecommunications networks, trash, health facilities, security facilities, cultural facilities and arts, sports facilities, and waste handling, while infrastructure located on a low priority but needs strengthening and development so that future travelers be satisfactory infrastructure, among others, the availability of public transportation, minimart, atm/ money changer, disabled facilities, lockers, and drainage. belitung obtained results of the analysis of ipa that infrastructure is a top priority among others counter inside, park, gazebo, minimart, and facility security, while the infrastructure is located on the low priority but needs strengthening and development so that in the future the infrastructure of a satisfactory rating among other stops, educational and play facilities, sports facilities, and an information center. east belitung obtained results of the analysis of ipa that infrastructure is a top priority among other things electrical, atm/money changer, trash and cultural facilities and art, while the infrastructure is located on the low priority but needs strengthening and development so that the future becomes the infrastructure that satisfy travelers between additional availability of public transportation, bus stops, hotel/resort, restaurant/ food stalls, souvenir shops/ souvenirs, minimart, telecommunications networks, medical facilities, security facilities, educational and play facilities, sports facilities, and disable facilities. result of ipa analysis that pangkalpinang infrastructure is a top priority among other atm/money changer, trash, health facilities, security facilities, cultural facilities and arts, sign directions, sign safety, disabled facilities, waste treatment and clean water, while the infrastructure is located on a low priority but needs strengthening and development so that future travelers be satisfactory infrastructure among other stops, gazebo, sports facilities, and lockers. acknowledgement writers thank the research team to the bangka belitung islands province development and research planning agency, which has funded and facilitated this research, from the survey to publication. references associated general contractors of america (agca), 2002, our fractured framework: why america must rebuild, washington, d.c.: agca. arbore, a., & busacca, b. 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(2021). the effect of job satisfaction on turnover intention of food and beverage service employees at alila seminyak bali. international journal of applied sciences in tourism and events, 5(1), 12-23. doi http://dx.doi.org/10.31940/ijaste.v5i1.2112 introduction the rapid development of the hospitality industry in bali, especially the hotel, expects the industry to see more job opportunities are entering the job market. from an organisation point of view, this condition would leave many establishments to be concerned with their rates of turnover rising exponentially. the variety of new jobs opportunity makes the organisation worry that they might lose their high performers to other jobs in a different company that the employees deem as more desirable (jacobs, 2012). the characteristics of the hospitality industry such as rush hour stress, long working hours and frequent changes in work shifts have also marked this industry to have high turnover rate compared to other industries (tesone, 2008). addressing the factors that cause turnover is vital to retain potential and talented employees as well as to reduce excess expenditure associated with turnover. upadhayay and vrat (2016) noted that turnover expenses might cost businesses with more than 100% of a single employee’s annual wages or salary. turnover also discourages other employee’s morale leading to work instability and disruptions (pertiwi, 2018). alila seminyak is one of the hotels in bali that implements its strategy by cultivating the best talent and evolving the culture that focuses upon attracting, developing, rewarding, and retaining employees. the hotel believed employee is the most significant assets and the core to its strategy. however, in its implementation, alila seminyak is still inseparable from the issue of turnover. from the initial fact-finding, it was identified that in 2019; the hotel’s food and beverage service (fbs) department is facing an unhealthy turnover rate of 12%. the number exceeded http://dx.doi.org/10.31940/ijaste.v5i1.2112 international journal of applied sciences in tourism and events 13 the ideal limit recommended by a study from linkedin in 2017, which shows that the standard turnover rate in all industries is considered high if it exceeds the 10.9% rate per year. although turnover is quite a natural event that is difficult to be avoided by the property, it would affect the business activity financially and non-financially (l&d manager of alila seminyak, 2020; rucika, 2020). similar reasoning also implied by boella and goss-turner (2006), who states that turnover is detrimental once it happens in large numbers during a short period. turnover is affected by the attitude of workers, where it begins through a condition called turnover intention, which refers to the employee’s behavioural attitude to leave an organisation (aydogdu and asikgil, 2011). the intention to quit unveil the beginning of employee turnover which mark turnover intention to be the best predictor of employees’ actual turnover behaviour (nicholas, mensah, and owusu, 2016; tüzün, çetin, and basim, 2014). prior empirical studies revealed turnover intention is heavily influenced by job satisfaction. there is a significant negative influence on job satisfaction toward turnover intention (jang and george, 2012; lee, yang, and li, 2017; putri and prasetio; 2017). employees who are not satisfied with their job is characterised by behaviour such as increased absentee, laziness in the workplace, behaviour that is quite different than usual, dare to violate work order or oppose the superior (sutanto and kurniawan, 2016. the implication of job dissatisfaction in fbs department of alila seminyak can be identified through the fluctuations of pattern in employee’s absences rate, and lateness which shows increment throughout the year. it is undeniably vital for the hotel to urgently address turnover intention behaviour with job satisfaction as the predictor. as it is identified, the gap between the ideal turnover rates with the phenomenon occurs in the fbs department of alila seminyak, including the shortcoming of job satisfaction related to increasing of absentees and late attendances. it is done in order to retain potential and talented employees as well as to reduce excess expenditure associated with turnover. this research was aimed to analyse the effect of job satisfaction on the turnover intention and to investigate possible areas of improvement to overcome turnover intention. the research was delimited to focus on the effect of job satisfaction on the turnover intention of food & beverage service employees at alila seminyak. the findings of this research are limited only within fbs department. they do not apply universally to the department with different nature and timeline or the industry as a whole. the results of this research are expected to contribute with concrete recommendations to the alila seminyak to manage employee turnover that occurs in the company. methodology this research used a mixed method approach which combines and draws the strengths of both quantitative and qualitative research components. this method allows researcher to uncover and explore diverse perspectives between the relationships of job satisfaction and turnover intention variables. thus, a mixed-method approach can give a deeper and better understanding of the problem and enrich the evidence discovered. furthermore, primary and secondary data were collected in this research. the primary data was acquired in the form of a survey questionnaire and interview. the secondary data was acquired from the hotel in the form of the employee data bank and employee absenteeismlateness discrepancy summary. other supporting secondary data include the publication of independent tourism hospitality body, indonesia government, including publication of industrystandard turnover rate by linkedin. the population of this research are 79 employees in food & beverage service department at alila seminyak. furthermore, the samples in this research are 66 respondents using probability sampling of cochran finite sampling method. the proposed level of certainty is 95 percent to within 5 percent margin of error, which is considered an industry-standard in business and management research (saunders et al., 2016). job satisfaction is measured with 15-questions of simplified job descriptive index (jdi) model. turnover intention was measured with 6-questions of turnover intent process derived from mobley et al. both variables are combined in a five-point likert’s scale (1= strongly disagree/dissatisfied; 2 = disagree/dissatisfied; 3 = neutral; 4 = agree/satisfied; 5 = strongly international journal of applied sciences in tourism and events 14 agree/satisfied) on respondent’s negative or positive experience. the survey is distributed with a self-administered questionnaire accessible through google form®. a pilot surveys for the validity and reliability of the instrument was tested to a convenience sample of 34 fbs employees. the instrument was tested for validity with bivariate pearson correlation by which r count higher than r table (sugiyono, 2015). the results have shown that r is higher than 0.338, meaning all questions are valid and can be used in this research. the reliability was also tested with cronbach alpha value above 0.60 as a parameter that is considered consistent (siregar, 2015). reliability testing results indicate that cronbach alpha score proportion for job satisfaction of 0.861 and turnover intention of 0.657. the data analysis technique used in this research includes (1) descriptive analysis using the mean score, (2) pearson correlation analysis. (3) classic assumption test (normality and heteroscedasticity) and (4) simple linear regression analysis. since the data generated from likert-type rating scales are represented by ordinal data and might not represent equal intervals in parametric statistical analysis (meyers et al., 2013; ningsih and dukalang, 2019). hence, this research includes method of successive interval (msi) to transform ordinal data into interval data by changing the cumulative proportion of each variable in the category to its normal curve value (asdar dan badrullah, 2016). results and discussions results the data collected from the online survey reaches the desired number with a return rate of 100%. further, the quantitative data were analysed using statistical package for the social sciences (spss) version 25.0. demographic information table 1. demographic information of survey respondents demographic frequency (n=66) percentage (%) gender male 50 76% female 16 24% age group 21-35 58 88% 36-50 9 12% academic level senior high 5 8% diploma 53 80% bachelor 8 12% work period < 1 years 2 3% 1-3 years 20 30% 3-5 years 44 67% job position rank and file 50 76% supervisor 8 12% manager/ asst. manager 8 12% job status fixed term contract 20 30% permanent 46 70% table 1 shows the demographic information of respondents. in term of gender 76% is male and 24% is woman, age group 88% is 21 to 35 years old and 12 % in the age of 36 to 50., academic level, work period, job position, and job status) were examined for the sample (n = 66). the respondents consisted of 76% males and 24% females. the age range of the respondents were dominantly the 21-35 years age group (88%). the respondents had a relatively high academic background because it was dominated by diploma graduate (80%) and bachelor international journal of applied sciences in tourism and events 15 (12%) while the high school graduate is only 8%. majority of the respondents (67%) had worked at alila seminyak for 3-5 years, followed by 1-3 years (30%) and then less than one year (3%). most of the respondents that participated were from rank and file (76%) while the supervisor and manager or assistant manager is 12% each. furthermore, most of the respondent (70%) were employed as a permanent employee. discussions the discussion should explore the significance of the results of the work, not repeat them. comment on the data, referring to the literature (compare it to previous research) and pointing out similarities and differences, explaining these if possible. return to the aim and research question and show how the aims have been met, and the research question answered. in discussion, it is the most important section of your article. here you get the chance to sell your data. what might the answer imply and why does it matter? how does it fit in with what other researchers have found? what are the perspectives for future research? please compare to what other researchers have found. descriptive statistic descriptive statistic of job satisfaction here is conducted to explain the behaviours of the respondents through finding from the questionnaires. mean score is used to find categorisation of conditions of job satisfaction and turnover intention of fbs employees at alila seminyak with five interval classes classified in table 2. table 2. criteria for understanding the mean score no mean score level of satisfaction 1 1.00 – 1.80 strongly dissatisfied 2 1.81 – 2.60 dissatisfied 3 2.61 – 3.40 neutral 4 3.41 – 4.20 satisfied 5 4.21 – 5.00 strongly satisfied based on the criteria of mean score in table 2, the results of the analysis using the mean score for each dimension that measures job satisfaction and turnover intention are summarised in table 3. table 3. mean score of job satisfaction and turnover intention no dimension mean score meaning job satisfaction 1 work itself 3.81 satisfied 2 co-worker 3.60 satisfied 3 pay 3.38 neutral 4 promotion 3.54 satisfied 5 supervision 3.55 satisfied turnover intention 6 thinking of leaving 1.72 strongly disagree 7 intention to search alternative 1.90 disagree 8 intention to leave the organisation 1.67 strongly disagree table 3 shows the highest mean of job satisfaction is in the work itself dimension. meanwhile, the lowest mean is found in the pay dimension, which implies the lowest job satisfaction, among other dimensions. judging from the variables, job satisfaction of fbs employees at alila seminyak is categorised as satisfied. furthermore, the data shows that respondents in this research have minimal turnover intention. it was explained that some respondents have a thought of leaving. these respondents tried to find work in other companies. however, in the end, the respondent chose not to quit their current job. it is evident from the international journal of applied sciences in tourism and events 16 increase of the mean score related to thinking of leaving, which culminates in the dimensions of intention to search alternatives with the highest mean. again, decreases in the dimensions of intention to leave the organisation denoted with the lowest mean. to deeply explore the dimensions of job satisfaction and turnover intention, each indicator question that represents this variable will be presented in table 4 and table 5 below. table 4. indicator of other job satisfaction dimension indicator mean meaning work itself the organisation can make the individual to like their job. 3.97 satisfied work environment. 3.73 satisfied the organisation provides an appropriate workload. 3.86 satisfied the work can help develop the individual. 3.67 satisfied co-workers sense of friendship with a co-worker. 3.56 satisfied mutual support and motivation. 3.62 satisfied excellent teamwork fostered with a co-worker. 3.62 satisfied pay salary alignment with job duties and responsibilities. 3.29 neutral fair salary based on effort. 3.50 satisfied the organisation can give satisfactory compensation. 3.35 neutral promotion fair chance of promotion. 3.50 satisfied the organisation can provide a clear career path. 3.58 satisfied supervision supervisor actively provides support and motivation. 3.77 satisfied the way the supervisor treats the subordinates. 3.44 satisfied supervisor competency on decision making. 3.44 satisfied table 6. indicator of other turnover intention dimension indicator mean meaning thinking of leaving the thought to leave the organisation. 1.73 strongly disagree consideration of leaving the organisation. 1.71 strongly disagree intention to search alternative actively look for vacancies. 1.70 strongly disagree weight the chance to find alternatives. 1.73 strongly disagree compare better job option and opportunity. 2.29 disagree tabulation of intention to leave the organisation prefer to move to another company. 1.67 strongly disagree pearson correlation test the correlation coefficient (r) of -0.362 indicates a negative relationship in this research. the strength of the relationship between variables within the intervals 0.30-0.49 is considered to have medium strength in behavioural science (cohen, 1988). therefore, it can be said that the strength of the relationship between job satisfaction and turnover intention through a correlation test is medium. furthermore, the minus number of the coefficient (r) indicates that there is an inverse relationship between the variables. as a result, the increase in job satisfaction would decrease the turnover intention and vice versa. international journal of applied sciences in tourism and events 17 hypothesis test classic assumption test (pre-test) classic assumption test is prerequisite to qualify the quality of data before conducting regression analysis in cause-effect research (ghozali, 2018). therefore, the test of normality and heteroscedasticity were used in this research by displaying the following results. normality test the results of the normality test using kolmogorov-smirnov shows significance (sig.) value of 0.2 > 0.05, meaning the residuals of the data in this research are normally distributed. heteroscedasticity test heteroscedasticity test is used to provide detailed figures to confirm the data processed poses any heteroscedasticity. a good regression model is indicated when homoscedasticity present in the model (ghozali, 2018). the parameter coefficient value for the independent variable should have value sig. > 0.05 for the regression model to have homoscedasticity. the assumption of heteroscedasticity using glejser method identified the value sig. 0.092 > 0.05. thus, the regression model in this research is homogenic or do not contain heteroscedasticity. simple linear regression analysis simple linear regression analysis was performed to examine how well job satisfaction predicts employee turnover intention. the analysis shows a constant of 17.027 indicating that if job satisfaction is zero or eliminated, then the turnover intention will be 17.027. while the regression coefficient value of job satisfaction is -0.099 means that if job satisfaction is fixed and has increased by one-unit, then the employee turnover intention will decrease by 0.099 or 10%. for this research, a test of partial significance (t-tests) and test of the coefficient of determination (r²) were utilised. partial significance test the t-test was used to determine whether the independent variable and dependent variable can be significantly or partially impacted (suprapto, 2016). the value of the regression coefficient of job satisfaction is 0.099 with a negative value. meaning that job satisfaction has a negative effect on turnover intention. the negative effect is interpreted, in which the increment of job satisfaction will decrease the turnover intention or vice versa. furthermore, the t-table for (n = 66) with confidence intervals (95%) is 1.998. the analysis results using minitab 19 software found the t-count 2,803 > t-table 1,998 in the rejection area of h0; thus, h0 is rejected. furthermore, the significance level is identified 0.007, meaning the model is smaller than 0,05 which indicate the job satisfaction does have an impact on the turnover intention. through this hypothesis test, it can be concluded that the null hypothesis (h0} is rejected and alternative hypothesis (ha) is accepted. therefore, it is implied that the job satisfaction has a negative and significant effect on turnover intentions of food & beverage service employees at the alila seminyak. the results of this research are in line with the study conducted by skelton, nattress and dwyer (2019) that shows job satisfaction is significance to turnover intention, and its effect is negative. moreover, the results also in line with srimindarti, oktaviani and hardiningsih (2017) study in a similar geographical scope of indonesia shows that job satisfaction variables had a significant negative effect on the intention to leave at consulting offices in semarang. coefficient of determination test the coefficient of determination is used to measure the ability of the model in explaining the diversity of dependent variables (ghozali, 2018). the r square (r²) between job satisfaction and turnover intention is 0.109, meaning the ability of job satisfaction explaining the variance of turnover intention (y) is 11%. it means that roughly 89% other variances of turnover intention or other factors were not examined in this study. according to cohen (1988), the effect size of r² (11%) is within the intervals (10-25%), indicating a moderate effect size. it illustrates that turnover intention is not only determined by job satisfaction but also determined by different factors that are not examined in this study. it has a similar view toward the statement of belete (2018) wherein addition to job satisfaction international journal of applied sciences in tourism and events 18 there are several other factors such as organisational commitment, leadership styles, organisational justice organisational climate, job stress, and job embeddedness as the antecedent that can influence turnover intention. besides, various empirical studies indicate that individual factors of demographic characteristics are also relevant to understanding employee turnover intention (luu et al., 2019; mensah, augustine and oteng, 2017; akova, cetin and cifci, 2015). demographic factors such as age and academic education are among the most significant factors to influence turnover intention. the age group may be explained by generational differences. the younger generation might have higher turnover intention compared to its older counterpart. millennial employees (born between 1980-2000) exhibit an attitude of finding an identity and value more purposeful job compared to the baby boomer generation (born between 1965-1978) who already in a good job position that value retirement age and insurance benefits (mensah, augustine and oteng, 2017). furthermore, employee with higher academical levels experience more intention to leave compared to employee with lower academic level (akova, cetin and cifci, 2015). employee with higher academic level have higher expectations and seek an ideal career advancement worth of their skills. they might also suffer from inferiority complex when occupying lower job position, leading to turnover intention. on the other hand, employee with lower academic level might be insecure to leave the company. they are afraid that the limitation of their academic level would become a barrier to get a decent job. area of improvement the focus of the interview was to collect data to find out the improvement needed to reduce the turnover intention of fbs employees at the alila seminyak. the interviewees were asked about their point of view and experiences at alila seminyak bali related to dimensions of job satisfaction and turnover intention, including what should be done to improve the condition of employee’s intent to leave the organisation. three key findings can be extracted from the results of the interview analysis as follows. cafeteria meal plan as fringe benefit alila seminyak has a cafeteria meal plan by contracting third-party foodservice providers where food is prepared and served directly in the cafeteria kitchen at the hotel. it contrasts with the food providers in general, in which the third party directly distributes meals through a lunch box. it is claimed that alila seminyak can better control the quality and safety of the food by bringing the contracted third-party food service providers to prepare the food on site. however, most informants felt dissatisfied with the food and service of the third-party provided at the property. if management decides to retain good performing employees for a long time, then addressing the improvement of quality, food selection, and the standard of third-party outsourcing should be considered. based on the informant's reference, the food quality in other hotel is better than the food in alila seminyak. as the food quality, food selection, and the standard of third-party outsourcing are improved and competitive with other hotels, alila seminyak can begin to include the cafeteria meals plan as its fringe benefits package to retain employees longer, thus decreasing turnover rate. it is in line with research conducted by abbey (2009), where meals plan as part of expenditure on fringe benefits is effective in contributing employee retention through increased job satisfaction. however, management needs to pay attention to the priority level of the aspects of fringe benefits. fringe benefits such as meal plans are not always effective in reducing turnover rates if it is not perceived as employees’ priority compared to other aspects of fringe benefits such as membership access, on-site health services, dependent assistance, and others (lee, hsu, and lien, 2007). international journal of applied sciences in tourism and events 19 financial wellness the interview result shows that the majority of informants admit that they are slightly unsatisfied with the pay and benefits they receive by the hotel. the dissatisfaction is primarily identified that the informants are having difficulty coping with their financial wellness. the need for financial wellness at work in order to improve employee financial wellbeing is evident from the implications of the informant’s statements regarding employees still unable to manage their income and expenses. these mental and psychological conditions may lower job satisfaction, which eventually leads to turnover intention if not corrected. alila seminyak can begin to tweak the employee activity by adding a financial wellness program. employees can be more financially literate and wisely manages their expenses, saving, loans, investment, and tax. with employees' mental and psychology related to finances are being targeted, they can become more satisfied with the given salary and compensation without a steep salary increase. cross-training according to the learning & development manager, the fbs department, has a well-laid out a training plan for its employees to advance their career for future endeavour. the current training plan is primarily conducted for skills acquisition, skills enhancement, update of product knowledge, and to standardise the procedure of operation. the implementation of this training depends on the post or section, as well as the objectives of the employee concerned. nevertheless, the interview result shows the majority of informant showing tendencies that alila seminyak need to improve the training plan by adding a cross-training program to the current one. the need for cross-training in order to improve the current training plan is evident from the implications of the informant’s statements regarding employees who get bored and demotivated with monotonous and repetitive work where promotion was not available at the time, which they think it is no longer challenging. besides, the team in fbs cannot avoid disruption whenever one or more key players are absent during operation. it happens due to a lack of capabilities for employees to take over different job section. these can be alarming as it may decrease job satisfaction, which eventually leads to turnover intention. alila seminyak can begin to incorporate cross-training with job transfer and rotation as the options for management. from this cross-training, employees might find new career choices that they were never thought of before. it is an effective way for management to restore employee’s job satisfaction and lower turnover intention. it is in line with research conducted by van wyk, swarts, and mukonza (2018). they say cross-training is an effective way for management to consider for employees to exhibit lower turnover intention with an increased level of job satisfaction. employees believe that companies are genuinely concerned about their career development, which makes them stay in the company for a more extended period. conclusions given that discussion, there is a significant and negative influence of the variable of job satisfaction on turnover intention of food and beverage service employees at alila seminyak bali. a high job satisfaction can reduce employee turnover intention. the job satisfaction measurement model using jdi and turnover intention as measured using the mobley et al. heuristic model are proven to give the two variables a significant negative influence. overall, the fbs employees at alila seminyak is considered satisfied. the highest satisfaction present in work itself dimension, while the lowest is in the pay dimension. as explained, the hotel might be vulnerable to turnover intention due to the fbs department at alila seminyak bali is dominated by millennial employees with fairly high academic background. however, this study showed that they are currently satisfied with their job and do not exhibit any significant (low) turnover intention. some of the employees indicate they are not satisfied with their pay and might exhibit the thought of leaving and tried to find work in other companies, but in the end, the employees still choose not to leave alila seminyak. it might indicate that the management has been able to adjust and compensate with the needs of the international journal of applied sciences in tourism and events 20 employees demographically, especially the younger generation with higher academical background. to continue to maintain high job satisfaction, the property is suggested to address employee lack of financial literacy toward salary and benefits by incorporating financial wellness program and improve effective communication. the property is also suggested to establish job satisfaction on overcoming turnover intention by turning employee meal plan as a competitive fringe benefit through addressing the improvement of quality, food selection, and the standard of third-party outsourcing. furthermore, the property is suggested to maintain good job satisfaction and overcome turnover intention by adding the cross-training among job section or department to refresh and restore employee’s motivation including to allow the employee to find new career choices that they were never thought of before. given the research findings, it is essential for the management of alila seminyak to conduct job satisfaction evaluation and to use this study as consideration for corrective action plans toward the turnover intention. furthermore, the sample of this research is derived from one department in a hotel located in bali which make it difficult to generalise the findings. the result might have differed if it had been conducted in another geographical area. future research may consider a cross-cultural comparative study to understand the influence of job satisfaction on turnover intention in a different culture. this research also yielded a medium relationship between job satisfaction and turnover intention of fbs employees at alila seminyak. it 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(2016). an anp based selective assembly approach incorporating taguchi’s quality loss function to improve quality of placements in technical institutions. the tqm journal, 28(1), 112-131. ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 49 tumpek wariga as an ecology based local genius in supporting sustainable tourism (case study of plaga village, badung, bali) nararya narottamaa*, i ketut suarjab, denok lestaric a c department of hotel management of stpbi (bali international institute of tourism) b politeknik negeri bali) email: *naro_osh@yahoo.co.id abstract as an international tourist destination, bali has always been a main target of modern capitalists, both domestic and international. massive construction of tourism facilities occurred in bali, which directly affects and threatens the environment and changing social patterns of local communities. it is an irony, because bali’s tourism relies on environment sustainability, natural landscapes and it’s unique cultural richness. tumpek wariga is one of the balinese’s local genius, particularly in the context of maintaining harmony with all creatures, nature and environment, in form of cultural activitiesor hindu rituals. these activities are summarized in bali sublime philosophy which is recognized by unesco, namely the tri hita karana. in various region of bali, tumpek wariga is also called tumpek pengarah, tumpek uduh and tumpek bubuh. in this ceremony, the offerings are dedicated to the presence of ida sang hyang widhi (the almighty god) in his manifestation as lord sangkara (lord shiva), the ruler of vegetation and environment in balinese tradition. the purpose of this study was to assess the ultimate meaning and the implementation of tumpek wariga as a balinese local genius in supporting ecological-based sustainable tourism in bali. this case study took place in plaga village, which is one of the tourist villages developed by the government of badung regency. this research uses qualitative approach, with data collection methods such as observation, in-depth interview and literature study. hopefully, this research can be beneficial to all stakeholders and academics of tourism, especially in studies of balinese local genius, as well as a new reference for the development of ecological based sustainable tourism in bali. keywords: tumpek wariga, local genius, sustainable tourism, ecology. background indonesia is well known as one of the countries in the world which has high biological diversity. convention of biological diversity (cob) claims indonesia as a mega bio-diversity country among 17 other countries, with abundant natural resources, whether on land, air, or sea (cob, 2017). indonesia’s strategic location, situated between australia, asia and pacific archipelago, enriches the number and this paper was presented at15th apacchrie international conference 2017 in sofitel hotel, nusa dua, bali, indonesia, from may 31st to june 3rd, 2017. the theme of this conference is the future of hospitality and tourism : opportunities & challenges. mailto:*naro_osh@yahoo.co.id ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 50 type of the vegetation and animal species within the country. indonesia was once known as the ‘lungs of the world’ (wwf, 2012) for its large tropical rain forest. environment and tourism industry are very closely related and they are bound to each other. unfortunately, in the last decades, indonesia’s bio diversity encounters a lot of threats, such as: illegal animal trading, deforestation, forest fires, pilferage by certain parties, and feeble law enforcement for the those who commit crime to the environment. these threats have definitely great impacts to the growth of tourism in indonesia. bali is the main tourist destination and the icon of indonesia’s tourism. in addition, bali is the only province in indonesia which is dominantly inhabited by hindu communities, side by side with the muslims. this makes bali a unique island as the symbol of tolerance in diversity in indonesia. bali has various local potentions which are vital for tourism development. natural richness, local culture and society create its own charm and uniqueness. in 2017, bali was rewarded as the best tourist destination in the world in “2017 travelers choice awards for destinations” by the renowned tourism site, tripadvisor, beat out paris and london (the jakarta post, 2017). bali’s tourism industry directly rely on its living environment. natural resources are the most vital asset for tourism. nevertheless, tourism is also a very fragile sector since it relies very much on other factors and the supply of resourcess. theoretically, the connection between natural environment with tourism must be mutual and beneficial. the fact, however, the connection between them is not always harmonic and beneficial. there are conflicts and exploitations frequently occur for the sake of tourism. to build sustainable tourism, the sustainability of ecology must also be noticed and carefully preserved. therefore, any efforts of conservations, appreciations, and educations of ecology should be gradually improved in every level of stake holders of tourism. internationally, the awareness of the importance of natural resources for tourism is rising up. it makes ecology-based sustainable tourism development becomes one of the hottest issues worldwide for the last decade. balinese community has some local genius to maintain the continuity of the ecology in their surroundings. the most well known is the philosophy of tri hita karana (thk) which is based on hindu’s principles. unesco, since 2012, has acknowledged thk as the world philosophy from balinese community which is aimed ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 51 to maintain good connection between god, the members of community, as well as to preserve the local environment. thk consists of three components, namely parahyangan, pawongan, and palemahan (unesco, 2012). parahyangan relates to god, pawongan relates to the harmonic relationship between humans, and palemahan refers to the relationsip between humans and the environment. one representation of thk’s philosophy in ecology preservation can be seen in the rituals of tumpek wariga. in bali, tumpek wariga is also called tumpek pengarah, tumpek uduh, or tumpek bubuh. the main offerings in the ceremony of tumpek wariga is rice porridge, which is later offered to ida sang hyang widhi wasa (god almighty) in his manifestation as dewa sangkara, the ruler of vegetations and nature. since a long time ago, the relationship between balinese people and their surrounding can be seen from many kinds of rituals or sacred ceremonies. in hindu’s beliefs, the holly offerrings are dedicated to ida sang hyang widhi wasa (god) in his manifestation as the ruler of the universe and all creatures. for the balinese ancestors, preserving the nature is a holly obligation as the implementation of hindu’s values which are bound in tattwa, susila, ritual (beliefs, norms, ceremonies). a village in bali, named plaga, still conducts this ritual up to present time. plaga is a popular tourist destination in petang district, badung regency. the village is located in the highland of north bali, between two other popular tourist destinations, bedugul and kintamani. plaga is 3545,20 hectars and is situated 47 kilo meters from denpasar. the topography of plaga is mountainous highland with very fertile hills. the average rainfall is 2135 mm per year with the temperature of 24,2 degree celcius. plaga’s agriculture is running well with various crops, such as vegetables, vanilla, coffee, corns, and other vegetations. the nature is fertile and magnificent so that it can support the development of agrotourism, by combining the success in agriculture with the tourism sector which grows rapidly in the village. the purpose of this study was to assess the ultimate meaning and the implementation of tumpek wariga as a balinese local genius in supporting ecological-based sustainable tourism in bali. hopefully, this research can be beneficial to all stakeholders and academics of tourism, especially in the studies of balinese local genius, as well as a new reference for the development of ecological based sustainable tourism in bali. ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 52 literature review a research concerning hindu’s concepts in preserving the nature has been done by suda (2016), who stated that the basic procedure for tumpek wariga ceremony was the implementation of the philosophy ‘giving before enjoying’. in the context of preserving the nature, the philosophy means that humans, before being able to enjoy or consume the natural resources, must firstly plant, grow, or preserve the nature. this is also the representation of gratitude for every grace that god gives to humans. conceptually, balinese society has several local genius in the context of preserving the environment, which are accumulated within the philosophy of tri hita karana, consisted of parahyangan (relationship between human and god), pawongan (harmonic relationship between humans), and palemahan (relationship between humans and the nature). the fact is, however, the concept above is frequently stop simply at the level of concept and is far away from the expectation. ecocentrism, which relies very much on the nature and is being hollistic, now has changed into anthropocentrism, which considers humans as the centre of every thing (suda, 2016). titib (2016) argued that the globalization improved the intensity of conflicts between the values of local cultures and the global ones. the values of local cultures which has been used as referrence by the society is gradually changing due to the influences from the values of global culture, especially the modernization of information technology which accelerates the changing of values. this idea was supported by chang (in suda, 2016), who stated that modernization made the idea of ecology became the philosophy utiliarinism and pragmatism, in which the followers of this philosophy always tried to get benefits as many as possible without considering the impacts. thus, disruptive culture of consumerism is getting closer to every part of the society. nowadays, consumerism is no longer viewed as a part of the objective traditional culture. piliang (2004:307 in suda, 2016) states that in the culture of consumerism in the society, consumption has been viewed as a social arena for competing social symbol and status, personality formation, imaging, life style, and a differenciator of varied social ranks in the society. ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 53 tourism is the biggest industry of service in the world (wahab and cooper, 2001), and is world widely spreaded. tourism cannot be separated from balinese people. it has become an essential part of balinese culture, or even a ‘tourism culture’ (picard, 2006, in narottama, 2012). world tourism organization (wto, 1995) states that tourism activities have been done since a long time ago, but they are newly known as an important phenomenon in economy and social. tourism is a vital and essential activities for a a country, since the activities have direct impacts on the society’s social, culture, education, and economy nationally, they also influence the relationship between nations internationally (wto,1995 in narottama, 2012). in the context of relationship between balinese culture and tourism, the role of hindu principles is extremely vital. balinese culture is the representation of hindu principles, thus there is a close relationship between the religion and the culture. balinese culture will be meaningless or even unable to develop without the spirits of hindu principles, on the other hand, hindu principles will not expand without being supported by balinese cultures (titib, 1998). concerning the importance of nature for human beings and the obligations of humans to preserve the nature, the holly book of bhagavad gita: chapter 3, verse 14 mentions that: annād bhavanti bhūtāni parjanyād anna-sambhavaḥ, yajñād bhavati parjanyo yajñaḥ karma-samudbhavaḥ (translation bg 3.14: all living beings subsist on food, and food is produced by rains. rains come from the performance of sacrifice, and sacrifice is produced by the performance of prescribed duties.) responding to the growth of balinese culture and tourism, vinod c. khanna (former indian ambassador) and malini saran who have visited bali several times, as cited by dharma putra and windu sancaya (2005:xv in titib, 2006) stated that bali is a good example for asia’s tourism, since bali is famous for its local genious, its ability to adapt traditional culture along with the global one, modernity and its tourism growth, as stated below. the island of bali never lost sight of this truth while facing up to the relentless onslaught of tourism on its rich artistic heritage, and can be an example to the rest asia for its skill in adapting traditional cultural practices to suit a modern context. (vinod c. khanna and malini saran, in dharma putra and windu sancaya, 2005:xv) ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 54 therefore, the concept of ‘sustainability’ in this present study focuses on the importance of preserving the resources – natural resources which are owned and required for the future without reducing the values that already exist within the context of sustainable tourism. this goal could be achived through sistematic and sustainable revitalisation, careful watch and hollistic preservation. the awareness of sustainable natural resources, culture, and tourism in bali for the next decades, enables balinese people to keep maintaining and preserving their culture, including balancing the ecology in their environment. balinese community always try their best to implement and apply the principles of hindu in their local genious in daily life, even though there are sometimes adjustment need to be done to fit the place and situation at certain time. research method as described previously, this present study was aimed to analyse the main meaning and implementation of tumpek wariga as a local genius of balinese people, for the sake of supporting the ecological-based sustainable tourism in bali. for this reason, this study applied qualitative method. according to bogdan and taylor (in moleong, 1991: 3), qualitative method is defined as the research procedure results in descriptive data, for example written or oral speech from people as well as attitudes that are observable. the type of data is qualitative. it is not in numbers, but in detailed description in order to draw conclusion about the form, function, and meaning of the ceremony tumpek wariga, directly from library research. the data source can be classified as primary and secondary. subagyo (1997: 87) said that the data which were obtained through interview and observation belonged to the primary data, while the data obtained from library research were called the secondary data. the primary data in this study were collected through the observation and interview of the members and public figures as well as tourism practitioners. secondary data were obtained indirectly from documentation and files which could support this study. the informants were selected based on their knowledge about the ceremony of tumpek wariga, and they should represent the social status of the community in plaga village, as well as the public figures of tradition and religion, and tourism practitioners. subagyo (1995: 34) defined interview as an activity of collecting data for getting information directly by questioning the informants. in this study, the inijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 55 depth interview was given to the informants who understand the ceremony of tumpek wariga. this case study took place in plaga village, a tourist-village developed by the government of badung regency, specifically in eight banjar adat (local communities), namely: banjar adat plaga, tinggan, bukian, kiadan, nungnung, auman, semanik and tiyingan. result and disscussion in indonesia, to facilitate the comprehension of hindu followers about their religion, the intelectuals frequently creating some popular local genious in order to make them more easily accepted by common people. for example, the story of ramayana and mahabharata from india, has been adopted into old javanese literature which is later improved as a popular story in the form of puppet performances with additional local figures which are not exist in the original version. titib (2006) stated that there were many terminologies or local names given to certain principles of hindu. however, if we trace the original source, i.e. the holy book of veda and other hindu’s literatures, we will not find those terminologies or names. many examples are mentioned, such as: the purpose of hindu, i.e. jagadhita and moksa (moksartam jagadhitàya ca iti dharma), panca craddhà (five believes in hindu), catur purusa artha (four goals of life), tri warga (three classes of life goals), tri kaya parisudha (three holly conducts) and others, as well as the term tri hita karana (three causes of happiness). nevertheless, the creativity is corrected in the holly book of veda and other hindu literatures, that everything which can cause prosperity should be done. the most popular terminology as balinese local genious, that is tri hita karana, is actually neither mentioned in the holly book of veda, nor in other hindu literatures. the term tri hita karana was firstly mentioned by dr. i wayan mertha suteja which later was popularized by i gusti ketut kaler and i made djapa, ba. around year 1968-1970. the three public figures were hindu intelectuals, they were the leader of indonesian hindu organization, the head of hindu and buddha organization in bali province, and the head of prajaniti indonesia organization (titib, 2006). narottama, et al (2016) stated, almost all hindu holidays in india, also celebrated in bali with bali local names. for example, sraddha vijaya dashami or durgapuja ceremony, in bali they called it galungan (means victory) and kuningan ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 56 (consciousness), ayudhapujà ceremony, in bali called tumpek landep and on that day all the weapons and objects made from metal are purified. pashupatipùjà called tumpek uyé, because pashupati associated as king of animal/ livestock. on that day the animals (pets) are purified. shankarapùjà in bali known as tumpek uduh or pengarah, when all the plants in the yard and in the garden are purified, in order to be fruitful. according to bhasham (1992: 338), the ritual activities can generally be categorized into two, namely: yajna (sacrifaction) and puja (service). one of manifestations in hindu rituals is the ceremony of “tumpek”. the word “tumpek”, derived from “tu”(metu), means birth, while “pek” means end or finish. this terminology is taken from the ceremony of tumpek which is the combination of the two ends of wewaran, i.e. saptawara that is saturday or saniscara as the seventh day, and kliwon that is the fifth (or the last) in balinese lunar callendar. when saniscara meets kliwon, then that particular day will be used to celebrate the ceremony of tumpek. tumpek is celebrated as the coming of sang hyang widhi wasa (god), creating sang hyang dharma and tattwa, or knowledge. the ceremony of tumpek is a good day for praying and asking for being safe in life to god or his manifestations as the ruler of the environment. a nice living environment is needed for the sake of human’s live in this world. the ceremony of tumpek is specifically held based on naimitika karma, certain good times according to saptawara, pancawara and wuku, which can also be regarded as the birth day (oton, paweton) of the nature, for example tumpek wariga is the birth of plantations, or tumpek uye (in india known as pashupatipùjà, because pashupati associated as king of animal/ livestock) is the birth of animals or livestocks. the objective of celebrating this tumpek is to pray for safety so that sang hyang dharma is willing to come and soothen human’s mind in struggling with their problems of lives by preserving their environment, because humans cannot live alone and are very much dependent on others. the ceremony of tumpek wariga is held on sabtu keliwon wuku wariga or the seventh wuku, as the birth of all kinds of plantations which is dedicated to dewa sangkara as the manifestation of god for plantations. tumpek wariga is celebrated as the beginning of the rituals in welcoming galungan day as the sign of dharma’s victory over adharma that is 25 days prior galungan day. the objective is to pray and ask for safety to the plantations, as the same creatures created by sang hyang ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 57 widhi wasa, which always assist humans in providing foods. in addition, plantations with all their products can be used to prepare offerings in ceremonies. tumpek wariga (in india, it known as shankarapùjà but in bali known as tumpek uduh or pengarah) is also called as tumpek pengarah, pengatag, bubuh, and uduh. each name has their own meanings and closely related to the survival of the plantations. pengarah means to announce the plants that the ceremony is happening, usually represented by one type of the plants but basically the announcement is for all plants. this concept is simply described in balinese proverb. in the balinese language of prayer (sehe), to please god almighty that all the trees are even called grandma and grandpa (nini-nini, kaki-kaki malih selai lemeng mangkin galungan, elingang mabuah ngeed ngeed ....., grandmothers and grandfathers, remember 25 days from now is galungan, remember to be fruitful-dense) (titib, 2013: 2 in narottama, et al 2016). the meaning of this prayer is to tell all plantation, represented by one of each (mostly plants which are considered to bring most advantages), that in 25 days they should be fruitful, so that their fruits, flowers and leaves can be used as the material for ceremony in welcoming galungan day. in the prayer above, the plantations are treated like human, the grandparents whom are loved by their granchildren. it shows that plantation also need love and affection from human beings, and on the other hand, humans cannot live without them. by give love to the plants, the nature will provide all humans’ basic needs. this is the real representation from hindu’s theology of love. pengatag means that after the plantations are given prays, they are then being ‘atag’, that is told directly by touching, tapping or hitting and peeling part of the bark of the trees, then they are given ‘sasap’ (hanging ornaments, made from coconut leaves as the symbol of purrifying), then they are also given ‘bubuh’ (mild porridge made of rice flour which is placed on the peeled part). this is functioned as the ‘food’ for the plantation during the ceremony. the use of porridge here symbolically means giving the food or fertilizer which contains enough water. the offerings then put on the tree trunks or near the roots. in bali, the lord siwa (shiva) is manifestated as the god sangkara, the ruler of plantation, and symbollized as green colour, situated on the northwest side and placed in the penunggun karang. but when the plantation are not been maintained, ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 58 this manifestation will change into what is called as sanghyang kala (a destructive and negative power). this suits the nature of plantation that is green in colour, which can give happiness and prosperity, but if they are abandoned they can bring damage. the offering in this ceremony is called “chakrageni” (in sanskrit: chakragni) (goris, 1935), is made from the trunks of coconut trees. related to the procedure and the rituals of the tumpek wariga, during the ceremony, people are forbidden to climb any trees. in the holy book of sundarigama, it is mentioned that : wariga saniscara keliwon ngaran puja kertinira sang hyang sangkara, apan sira umerdiaken sarwaning tumuwuh, kayu-kayu kunang, widi widanania peras, tulung, sesayut, tepung bubur mwang, tumpeng agung, iwaknia guling dadi, patikwenang, saha raka, panyeneng tetebus, kalingania anguduh ikang tanem tuwuh, asetana sekar awoh agodong, dadiya urip ikang, sarwa janma. the meaning is: on saturday kliwon, wuku wariga there is a worship to the sanghyang (lord) sangkara, he brings all kinds of plantation to live, also many kinds of woods. the materials for the ceremony consists of: peras, tulung, sesayut, flour porridge and tumpeng agung with ground meat and also cakes and fruits. penyeneng tetebus, is used as the media for asking all kinds of plantations so they can be fruitful with many flowers and leaves to help humans lives. based on this book, the materials for the ceremony are: (a) two tumpeng (or the adanan, a cone shaped rice dish) based with taledan (square shaped mat, made from coconut leaves) and completed with cakes, fruits, peanuts/rerasmen, sampian tumpeng and canang. (b) tumpeng agung is made from a cone shaped grounded rice, and at the top is filled with a boiled duck’s egg and based with taledan, filled with offering materials, such as sampian nagasari/sampian jaet. (c) the rice porridge, based with suyuk (mat made of coconut’s leaves) also completed with cakes, fruits, and canang (flowers in small palm leafs tray). these materials should be prepared for each kind of trees. (d) dapetan, similar to the ceremony of tumpek landep, can be completed with pemapag be guling (suckling pig). (e) as the symbol of purrifying: pengeresikan, sasap, and also caniga and gantung-gantungan are hung on the trunk. (f) segehan cacahan (lower offering) can be white, or sometimes five colors of rice, completed with tetabuhan (traditional liquor, made from rice wine). in brief, the rituals are described as follows: before the ceremony started, the trees will be given sasap, caniga, and can also covered with cloth. the west or south ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 59 side of the tree, the offering is placed on a table. then, the complete materials, the incense and holly water are arranged, except the segehan which is put on the ground and dedicated for the god sang hyang sangkara. the process of purrifying uses tirtha (holly water). the ceremony is continued with the cleansing rituals, penyeneng, tirtha pengelukatan and other offerrings, then the porridge and the suyuk are put on the trees, and finally the segehan and tetabuhan is offerred. to finish the ceremony, the banten peras is disarranged and the penyeneng than hunged on the trees. in hindu tradition in bali, the ceremony of tumpek wariga has sekala (the seen) and niskala (the unseen) meanings. the sekala, is to maintaining and taking good care of the plantation, cleans the trees, giving them fertilizer and enough water. the niskala means for showing our gratitude to ida sang hyang widhi wasa (god almighty) who creates all kinds of plantation and trees so that, in his manifestation as the dewa sangkara, to makes the plantation grow well and bring advantages for the human’s life. for balinese people, this ceremony will create the harmonic balance between humans and gods (the upper world), among human beings (the middle world) and also between humans and the nature or the physical environment (the lower world). conclusion for the hindus in bali, the ceremony of tumpek wariga is the actual representation of respect and affection from humans to the nature, a manifestation of hindu’s theology of affections. the awareness of the sustainability of the nature, culture and tourism in bali in the future, enable balinese people to keep maintaining and preserving their culture, including balancing the ecology. balinese people always try their best to impllement and apply the principles of hindu as the local genious in their daily life, even though there are sometimes adjustments need to be done to suit certain place and situation. the cycles of this process happens thorough bali island and is proven to be a unique magnet for the foreign tourists. therefore, this practice is proven to supporting the growth and development of bali’s tourism sustainability in the future. acknowledgment in this occasion let us thank the editors of international journal of applied sciences in tourism and events (ijaste) for their kindness to participate and help ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 60 editing and creating this article better and more valuable to publish. we also thank i gede mudana for his reading this article for the first time soon after being submitted. references cob. 2017. indonesia – country profile:status and trends of biodiversity, including benefits from biodiversity and ecosystem services in https://www.cbd.int/countries/profile /default.shtml?country=id#facts cited on 21 april 2017 at 15.01 wita goris, r. 1935. the religious chararacter of the village community. in djawa (java) xv (p 1-16) goris, r. 2012. sifat religius masyarakat pedesaan di bali. udayana university press: denpasar narottama, nararya. 2012. spiritual tourism: case study of foreigners participation in the pitrayajña ceremony in muncan pakraman village, selat, karangasem, bali. thesis. master of tourism research. udayana university, bali and université paris 1 – pantheon sorbonne, paris narottama, nararya, abdillah, fitri and nirmalayani (et al). 2016. religion as "the last fortress" of bali cultural tourism. paper presented at the international conference on emerging tourism destinations 2016, in dili institute of technology, timor leste, 24-26 october 2016. the theme of the conference is “learning from the best practices in tourism and hospitality”. picard, michel. 2006. bali: pariwisata budaya dan budaya pariwisata, 1st edition, jakarta: kepustakaan populer gramedia (version originale: 1992. bali: tourisme culturel et culturel touristique, paris: editions l'harmettan) putra, darma dan windu sancaya.2005. kompetisi budaya dalam globalisasim kusumanjali untuk prof.dr.tjokorda rai sudharta. (editor). denpasar: fakultas sastra universitas udayana and pustaka larasan. suda, i ketut. 2016. kerangka konseptual hindu dalam konteks pelestarian lingkungan. universitas hindu indonesia in http://www.unhi.ac.id/wpcontent/uploads/2016/02/ kerangka-konseptual-hindu-dalam-kontekspelestarian-lingkungan.pdf the jakarta post. 2017. bali named world's best destination by tripadvisor in http://www.thejakartapost.com/travel/2017/03/21/bali-named-worlds-bestdestination-by-tripadvisor.html cited on 21-april 2017 at 10.00 wita titib, i made. 1998. kebudayaan bali sebagai cerminan ajaran agama hindu: peranan sekehe taruna untuk melestarikannya. article. titib, i made. 2006. dinamika agama hindu dan kebudayaan bali. article. titib, i made. 2006. implementasi trihita karana dalam mempertahankan budaya bali. materi dharma wacana dengan tema hubungan tri hita karana, dilaksanakan oleh keluarga besar arya tegeh kori, sabtu, tanggal 9 april 2006 bertempat di banjar pragae desa mengwi gede, kecamatan mengwi, kabupaten badung. unesco, 2012. cultural landscape of bali province: the subak system as a manifestation of the tri hita karana philosophy in http://whc.unesco.org/en/list/1194 cited on 21 april 2017 t 15.00 wita wahab, salah and cooper, chris (eds). 2001.tourism in the age of globalization. new york : routledge ijaste – international journal of applied sciences in tourism and events vol.1 no.1 june 2017 61 world tourism organization. 1995. technical manual: collection of tourism expenditure statistics. wwf. 2012. indonesia signals intent to conserve borneo’s “lungs of the world” in http://wwf.panda.org/?203266/indonesia-signals-intent-to-conserve-borneoslungs-of-the-world cited on 21 april 2017 at 15.15 wita. international journal of applied sciences in tourism and events issn: 2580-5592, vol 4, no 1, 2020, pp http://dx.doi.org/10.31940/ijaste.v4i2.1853 170 the application of technology in museums peni zulandari suroto1*, made handijaya dewantara2, aulia ardista wiradarmo3 universitas prasetiya mulya, indonesia1,2,3 peni.zulandari@pmbs.ac.id¹, made.handijaya@pmbs.ac.id2, aulia.wiradarmo@pmbs.ac.id³ article history received on april, 27th 2020 revised on september, 30th 2020 accepted on december, 25th 2020 abstract purpose: this research set an objective to answer how could technology is applied in museum to encourage interest of tourist to visit museum as destination. research methods: research has been done through focus group discussion (fgd) and depth observation conducted on january 2020, in jakarta. nine informants/participants involved during fgd, including 5 museums (public and private), 2 technology providers, and 1 museum users community. results and discussions: strong cooperation between museums and technology providers have been elaborated, in several museums in jakarta. both parties will try to add more platforms through video mapping application, projection mapping, virtual tour, and internet of things (iot) operations. process of increasing experience and immersion encounters obstacles, to provide additional experience to visitors, so that all five senses that exist in visitors, can enjoy all museum collection. conclusion: technology could embrace interaction and immersion to add more experience value on visitors. thus, tourism industry would be more attractive with the presences of museums. keywords: immersion, interaction, experience, museum, technology introduction in relation to cultural tourism, the existence of museums is believed to be a core for cultural development process and human civilization, at the same time. with collections in form of historical objects, as well as objects related to human culture, museums have taken an important role in providing education, especially for tourists who visiting a destination. in its function in terms of cultural education, museum also holds an important function to inherit values from past life. through the museum, there is a bridge of inheriting culture from previous generation to the next generation. museum also made people and tourists aware about how importance is of preserving a value from the past to the modern era. as mentioned by absalyamova (2015) that museum preserves and maintains the diversity of cultural heritage as a resource for sustainable tourism development. thus, the importance of a tangible high-value collection from the previous era to the current era, ministry of tourism was aggressively carrying out museum-based tourism development. state government also sees the existing museums abroad, where museums often become more than just tourist destinations, but also historical studies of human anthropology, such as louvre museum in france, terracotta museum in china, rijksmuseum in netherlands, british museum in united kingdom, and the pergamon museum in germany. this is what the ministry of tourism looks at as one of opportunities and strategies by implementing culture-based sustainable tourism. then, finally number of museum collections is growing. the establishment of museum was also carried out by involving private sector, in mailto:peni.zulandari@pmbs.ac.id mailto:made.handijaya@pmbs.ac.id2 mailto:aulia.wiradarmo@pmbs.ac.id3 171 every province in indonesia. every activity for the sake of the activity is designed by using museum as event venue. among many areas that are considered as leading tourism destinations in indonesia, jakarta stands as one of the most popular tourist destinations particularly for education purposes. a report from the ministry of education and culture (2019) reveals that there is a total of 453 museums in indonesia. forty-two of them are general museums, while the rest is specialized or themed museums. mostly the museums are concentrated in java region, with dki jakarta (64 museums) and central java (54 museums) as the leading cities. based on the ownership, museums can be classified into three types: (1) national government & provincial government museum; (2) regional government museum; and (3) private museum. government regulation stated that museums must be standardized. however, according to the last report, there are only 102 museums that have been standardized, while the other 351 museums are not yet evaluated. the result shows that 27 museums in the a grade, 29 museums are in the b grade, and 46 museums are in the c grade, which means that they still need a lot of improvement to achieve the intended quality. museum conditions who have lacks innovation, has implications for the declining number in interest of tourists to come and dig deeper into the collections in the museum. innovations in museums have begun in several developed countries. in louvre museum, the use of technology has been done by using audiovisual media in several types of collections. one form of technology use in an art performance with exhibition-based is also done in a mall in jakarta, called galeri indonesia kaya. the form of innovation carried out in this art exhibition uses the artificial intelligence method. artificial intelligence assists to emphasize the creation of intelligent machines that work and react like humans. as zhao (2012) mentioned that technology could enhance interactive environment established at virtual museum. the two forms of innovation that have been carried out by the art exhibition performance form should also be replicated by other museums in indonesia, especially those that do have a fairly high cultural collection. it cannot be denied the dependence of tourism in indonesia on culture itself. but it cannot be ignored that cultural preservation in indonesia will be very difficult to do without the help of technology. artificial intelligence technology will certainly provide the innovation and novelty of the museum as a destination in indonesia. as pallud (2017) described that museum should be placed as a cultural learning center. the interaction with technology as being intuitive and interactive, will make visitors experience higher levels of cognitive engagement, cultural engagement, and thereby ensuring positive learning experiences. the origin of the museum can be traced back to the establishment of kuntskammer or cabinet of curiosities in the 16th century (richman-abdou, 2018). owned by the noble and the elite, the purpose of kuntskammer was to collect natural objects, manuscripts, and artefacts from different areas or continents as a private collection of the owner. there was no special interest and classification of the collection since it was mainly used as a storage room for the wealthiest to enhance their social status. the transition between private collections to public collection begun in the 18th century. at this period, many famous museums were built, such as the british museum that made more than 71,000 objects collected by sir hans sloane accessible to the public (british museum, 2019). from then on, the collection keeps expanding. afterwards, the formerly random collections started to be more systematic and the purpose for social status changed into a means of acquiring knowledge. it possessed a greater purpose rather than just satisfying an individual. when museums first transformed into a public institution, the main purpose is for education and communicate the object to visitors. according to anderson, ed. (2012) the functions of museums are to collect, preserve, and interpret objects with additional benefits for leisure, socialization, and relaxation. meanwhile, pekarik et al. (1999) and silverman (2002) add other functions namely introspective and therapeutic respectively. considering this, there is a shift from an internal focus to an external focus on the visitors’ experience. in contrast with the previous approach which brought the collection to the public, nowadays, 172 visitors’ demands, and interests can influence the development process of a museum in terms of theme, collection, and other related strategies. in 2015, the ministry of education and culture succeeded in persuading the government to release a government regulation (peraturan pemerintah) no. 66 related to museums to enhance the development of the museum sector. according to this regulation, there is a tangible and intangible heritage. under the tangible heritage, there are cultural heritage object and museum. in indonesia, the three main purposes of museums are for research, education, and entertainment. besides the certification, unesco and the late ministry of culture and tourism (2011) have collaborated to make ‘practical guide for museum revitalization in indonesia’ strategic planning report to aid the improvement of local museums. there are also several initiatives to promote traditional culture and museums in indonesia, for example, komunitas historia indonesia (indonesian historical community), asosiasi museum indonesia (indonesian museum association), and indonesian heritage society. one of the most unique programs by komunitas historia indonesia is “menginap di museum” where participants spend the night in a museum while learning about the museum and building network with fellow museum enthusiast. thomas and brown (2001) believe that in the 21st century, learning will move beyond the classroom. in the digital age, information and knowledge are cheap and easy to access without social or locational barrier. in other words, people do not have to visit a brick and mortar building, be it a classroom or a museum, to satisfy their curiosities. with a swap of fingers, all the information needed is already available. other methods of learning such massive open online courses (mooc), using creative commons, and digital library enable people to learn faster. moreover, in terms of entertainment, besides competing with other tourist attractions like cinema and theme park, museums also compete with in-house leisure activities such as watching netflix or playing games. this situation raises a challenge, what can museums offer in the 21st century, both in terms of education and entertainment? how can we incorporate technology in the museums? how can we use it to help museums to overcome this challenge instead of making people stray away from the museum? additionally, visiting a museum often comes with many boundaries such as to not touch the object, to not take a picture, and there is a notable distance between the objects and the visitors. mostly the experience relies on one sense only, namely seeing, whether it is seeing the object or reading the explanation text. however, considering the previous challenges, it is important for museums to design the exhibition with laboratory mindset (armstrong, howes, and woon, 2015) so that the visitors may utilize several methods of learning: listening, sharing, making, comparing, critiquing, and meaning-making. visitors should be able to actively participate in the exhibition and engage with objects kinaesthetically or cognitively, thus creating an experiential museum (hein, 2006). if visitors can get a one-of-a-kind experience by visiting the museums, it will be a unique selling point for the museums to compete. besides the interaction between the visitor and the display, mouw (2015) explains that interaction between the visitor and other visitors is much needed to form a lively sense of community. virtual reality (vr) technology aims to provide an immersive environment that can enhance the storytelling process. although the term is getting popular these days, there are still difficulties to classify the types. it led carozzino and bergamasco (2010) to create a taxonomy of vr devices based on the interaction axis (non-interaction, device-based interaction, natural interaction) and immersion axis (non-immersive, low immersion, high immersion). immersion can be evaluated from visual, acoustic, haptics, and motion. another similar study proposed by beck, rainoldi, and egger (2017) classified virtual reality systems in tourism into three categories based on immersion and presence: nonimmersive (within a screen), semi-immersive (projected into a huge screen or a wall), and fully immersive (with a headset such as google cardboard or oculus rift). considering this, many display systems and installations can be classified as virtual reality technology although the degree of interaction and immersion may vary. even augmented reality (ar) can be 173 considered as a non-immersive vr with device-based interaction, but with emphasizes on the combination of the actual and virtual world. these are four examples of museums that utilize virtual reality technology to leverage visitors’ interaction and experience. the most basic display system that can be used to improve interaction in the museum is a multi-touch table or screen. hornecker (2008) did a research of visitors’ participation in using ‘tree of life’ table at the berlin museum of national history, otherwise known as museum für naturkunde berlin. the table provides interactive information and mini-quiz so that visitors can learn while playing. even though the research found out that not all users improve their understandings about the exhibit, the visitors, especially the younger demographic, still find the experience fun. however, most of the senior users felt that installation is overwhelming. vr technology to help immersive storytelling can be seen in this must be hell installation at minnesota historical center (mouw, 2015, p.102). the installation illustrated the horror of world war ii d-day by using a prototype of a paratrooper plane. visitors can step inside the plane to watch a video of the war on the cabin walls and take a look at the digital scenery from the window. the ambience was created to help visitors to imagine themselves inside the war, empathize with the victims, and evoke an emotional response to provide an engaging experience. it is important to preserve heritage for future generations. according to that, some heritage sites have limited access or prohibit access from the public because of the fragility of the objects, including cave 220 at dunhuang, china. the pure land ar installation provides a solution for that (kenderdine and shaw, 2015, p.206). the developer took panoramic pictures of the cave then integrate it with the augmented reality system. when visitors using an application on their mobile device to scan the room, they can see the wall paintings of the cave. it requires active participation from the visitors to track the whole paintings in the cave. besides that, a visitor in any part of the world can take a tour to the cave 220 even without visiting china. in taiwan, din, bailey, and lin (2015, p.141) used technology to raise awareness for heritage preservation in yuan min yuan site with qing emperors’ splendid gardens exhibition. one of the installations was built based on the qianlong emperor’s southern inspection tour scroll that was enlarged and then projected on the wall. furthermore, the ‘interactive displays use a sensory device to trigger descriptions of different sceneries, locations, shops, activities, and imitate daily conversations among people from the scroll.’ in indonesia, there are several national and private museums that utilize digital technology in their displays or installations, namely: museum nasional indonesia (jakarta), galeri indonesia kaya (jakarta), museum gedung sate (bandung), trupark museum (cirebon), history of java museum (bantul), museum bpk ri (magelang), indonesian heritage museum (batu). all museums are located in dki jakarta and java. according to the observation, most of the technologically advanced museums are private museums with paid or free entrance. for example, museum bpk ri and monster ar— as the developer—have created a set of augmented reality/non-immersive virtual reality installations where visitors can interact with the touch screen, play games, and see 3d figures of important buildings. besides that, monster ar has a museum digitalization program. they will provide a free consultation, free concept design, and free budget estimation for indonesian museums (monster ar, 2019). based on those backgrounds, this research set an objective to answer how could technology applied in museum. the researcher argues that this research is important and urgent to be conducted by considering that this can be a pilot project in order to explore the side of innovation and creativity in the museums in indonesia. at the same time, this research certainly can be a guide for using technology application, in the form of museum collections based on other kind of exhibitions. thus, through this research, there will be a higher interest in getting to know how culture and history of the indonesian people are, increasing interests in visiting a museum, and improving level of tourism growth in an area. 174 research methods this research is conducted by using a qualitative research approach. this research will analyse how do some museums in jakarta provide technology influences towards cultural arts at the museum. meanwhile, this research find some challenges and solutions on the technology application. the approach will be taken by looking at phenomena as a whole and deep through focus group discussion (fgd) activities and observations as a form of additional data collection. pre-research has been taken in galeri indonesia kaya, at grand indonesia, jakarta as one of a corporation who promotes integration between artificial intelligence technology and cultural tourism. pre-research has found that an artificial intelligence technology could upscale visitor’s experience during their visit at a cultural arts destination. data was collected through a focus group discussion (fgd) by inviting several relevant participants. fgd defined as a way of collecting qualitative data, which involves engaging small number of people, focused around a particular topic, or set of issues, where facilitator or moderator, could stimulate between participants, to produce an interactive encounter (wilkinson, 2004). during the fgd, researchers stand as moderators, to create group interactions, to have widens range of responses, to answer a broad research objective. fgd process has begun by deciding target informants or participants, to contact, arrange schedule, and delivering some terms of references. all questions during fgd have been categorized by type of participants. most of the questions are related with possible ways to construct and apply technology at the museum. all participants are divided into three main categories. first category is the museum, who have used, either completely or in partial way, technology application at their museum. second category is the technology developer, in particular the virtual and augmented reality, and have done several projects at the museum. third category is the museum users. from museums, there are five museums who present during the fgd, namely museum macan, museum bank indonesia, museum nasional, galeri nasional, and museum 3d magic art. from the second category, there are 9 matahari and monster ar who attended the fgd. and from third category, represented by komunitas historia indonesia. all questions discussed during this fgd, have been formulated, and terms of references has been sent to all participants, several days prior to the event. data analysis will be conducted descriptively qualitatively by also applying some relevant theories, especially regarding the theory of application for artificial intelligence at the museum. secondary data in the form of statistics and numbers will be elaborated and analyzed more deeply, so as to find a correlation and its relationship with the formulation of the problem. after all data has been collected, it will then be analyzed using qualitative descriptive. the process begins with data verification, data reduction, data presentation, and then drawing conclusions. in addition, analysis in the form of comments or suggestions will also be concluded to be a recommendation in reviewing the application of technology in museum. result and discussions based on the results of this research through a focus group discussion, several fgd participants conveyed several conditions related to technology applications that had been created and implemented. in first participant category, fgd participants came from museums, represented by the head of museum or another representative. there are five museums joint the discussion, including museum macan, museum bank indonesia, museum 3d magic art, galeri nasional, and museum nasional. from museum macan, it was conveyed that this museum currently has 800 collections of art works, mainly paintings. technology applications have been run at this museum, is focusing on the art plus application program. this application is being used, in addition to the value of visitor immersive experience. another technology which is also used are the security functions. this security functions are conducted through cctv cameras and rf.id applications. from the experience of the museum macan, technology is seen to have a very positive impact on their collection’s safety. the next participant is museum bank indonesia. this museum has lots of collections are in the form of money and pennies, which is still related to banking activities. current 175 technology applications have begun to be used for the process of recording collections owned by bank indonesia. in activating the technology application, museum bank indonesia has worked together with monster ar and 9 matahari, in particular during technological developing process. other technology applications which have been used are interactive media, which is implemented through sensory models, by using special applications. in the meantime, museum bank indonesia plans to continue its video mapping project, to increase the visitor’s immersive and interaction experience at this museum. the third museum that participated during fgd and shared its experience is museum 3 d magic art. this museum has some collection of paintings by six painters, from south korea and four street painters, around the typical tourist destination of jakarta, kota tua. the technology applications currently being used by this museum, is in brightness and lighting technology system, in various collections of paintings. this museum believes that through this technology, they could add device-based interaction, and increase high immersion of their collections. the fourth participant from the museum is galeri nasional. at the moment, galeri nasional has 1,800 collections which are dominated by art forms. their first technology application which currently being used is a database system, which has been carried out via integration through security and conservation. another technology application is google 360, which could add more visual immersions to their potential visitors. this application provides visitors with a virtual tour experience. they have been working in collaboration with google indonesia. this gallery also builds up third technology application by using their security technology, which uses cctv cameras. it is currently used for collection’s security. the last museum is museum nasional, which stands as a museum that being regulated and managed by central government. this museum has some very diverse collections, ranging from historical relics of indonesia since prehistoric times to modern times. museum nasional considered as museum with the most complete collections in indonesia. some technology has been applied by museum nasional. first technology is collection database, to keep the management updated with current collection. for second technology application, carried out during process of data collection objects, which will facilitate the searching process and controlling objects during data collection. this process is carried out through a data mutation process. the third technology application, is the implementation of google street view, as a collaboration with google art institute. the fourth technology application, is a pilot project, by developing story-based narrative technology in each of the existing collections. this technology will encounter haptics and real objects, increase visual immersions, and create device-based interaction. the second category of informants who took part during fgd process, to map technology applications in the museum, is technology developer companies. the first informant from this category is 9 matahari. this company has developed many types of technology, including at museum bank indonesia, and more specifically in the field of virtual reality and augmented reality. however, for now, 9 matahari is focusing on developing various types of new technology, projection mapping, in particular. projection mapping, which is a type of projection technique which is usually used to turn objects, and often by irregularly shaped, into a display surface for video projection. these objects may be complex industrial landscapes, such as buildings, small indoor objects or theatrical stages. since then, the 9 matahari has always been consistently in working with museums, such as museum fatahillah and museum bank indonesia, in supporting the visitor's experience. current mission of 9 matahari is to develop several museums as a strong vehicle for tourism, especially in jakarta. 9 matahari realizes that the museum's biggest challenge in applying technology is the budget, which is released by its shareholders. another technology application developer invited on discussion is monster ar. the technology that has been developed by monster ar is using augmented reality and virtual reality in increasing user experience, not only in museums, but also in public spaces. the mixed reality is a new form of technology that will be developed in the next phase. monster ar believes that content is a major challenge in technology development, nowadays. this challenge requires collaboration between users and developers. in its prediction, monster ar 176 estimates that the internet of things (iot) would be the next trend in technology applications. in order to help the museum, monster ar is being committed to the campaign, called gerakan digitalisasi museum. this campaign will include free consultations, free concepts, and free cost estimates, for museums who eager to apply technology. the third category participating in this fgd is the museum-loving community, represented by the komunitas historia indonesia. komunitas historia indonesia has desire on technology applications to be developed immediately at the museum, to invite the public as well as tourists to travel to the museum. this community exemplifies several museums abroad, which succeeded in adding more applicable technology to the experience of the visitors, through virtual reality. collaboration between the museum and technology providers should be facilitated by the government, in this occasion, is ministry of tourism. one pillar that could be prepared is to construct the law of museum. to realize the application of technology in the museum, all stakeholders will face several challenges. the first challenge obtained during discussion is an external challenge, which is there is still no integration between the museums and other stakeholders, in this case the integration between directorate of culture and tourism. in the discussion, solution which could be used to overcome this external challenge by establishing a museum organization, under the ministry of education and culture (kementerian pendidikan dan kebudayaan). this organization will be part of directorate of the ministries, with the tasks including: making the law of museum (undang-undang museum). this organization will assist any licensing process of the museum’s establishment, as well as conducting standardization and quality control, and also could stand as a bridge to collaborate with other outside parties. this organization could connect all museums in indonesia, especially museums which are located in similar area (for example in jakarta or in bandung), so that visitors can buy tickets through one merchant. the third solution is to connect the museum in an area, with other non-museum tourist destinations. these three solutions are supported by an opportunity as tourism will be indonesia's biggest foreign exchange contribution, in the near future. moreover, there are many programs related to historical activities and cultural activities carried out by the government, in the framework of 75 years of indonesia's independence in 2020. the second challenge is human resources quality. museum management board has delivered several complain about the quality of curators who play a significant role during managing the museum. curator is currently seen to be not familiar with development of technology and its benefits for museum’s collection. solution raised during discussion is by providing education (both from historian community and universities) related to technology that can be implemented. technology applications should be applied in museums to increase visitor experience, human interaction, and visitor’s immersion. this education process can be accompanied by providing examples of technology applications in museums abroad. these museums can collaborate and consult with universities, or the historian community in making proposals, for technology applications. in addition, these museums can take advantage of free consultation programs offered, such as 'digitalisasi museum' which is initiated by monster ar. the third challenge occurred is archiving and database collection security. digitizing archives process can be the moment of first technology application strategy, which could be implemented. the museum can consistently scan the objects with a 3d scanner, so that all data collections will be stored not only in the form of photos or dual dimensions. these data do not need to be recorded manually, and data collection process is not only recorded in series, but object per object. one application that can be used to facilitate database recording and provenance is artplus application. and an application that can be used for tracking process is rfid tracking. rfid tracking can be object tracking, especially if these objects are often moved or lent outside the museum. data and object security in the museum will be more assured with both applications. however, the use of cctv cameras is still highly recommended, to be accompanied by regulations governing the safety of collection items. the fourth challenge most often experienced by museums is limited of funds. museums also face financial stability and difficulties. the process of implementing technology in a museum certainly requires commitment from all museum stakeholders and requires funding sponsors. the search for sponsors could be done in parallel with an increase of level 177 of tourist who visits the museum. financial management is extremely important to keep the stability of museum’s financial condition. regular events can also increase museum revenue. most museums in indonesia have very cheap entry tickets. currently, the cheapest museum ticket is museum aceh, which is only fifteen hundred rupiah. the most expensive museum ticket price is museum hari darsono, which reaches two hundred and fifty thousand rupiahs. the fifth challenge found in this study is access difficulty to the museum, or museum position in a less strategic location. as solution, the ticket purchase process, which is still conventional, can actually be integrated with the payment application model that is commonly done by the public, such as ovo or gopay. the museum can work with online ticket sites which are widely used by travelers when they are traveling. purchasing museum tickets can actually be integrated with the purchase of travel tickets, event tickets, or tour packages. in the current era of social media, museums are also required to have attractive and regular tour packages, which can be communicated on social media. the sixth challenge raise by the museum users or visitor’s point of view. survey results from museums indeed indicate that visitors are less interested in visiting museum. visitors feel bored because they do not feel entertained while in the museum. on the other hand, visitors still do not understand the information/messages to be conveyed, and do not feel educated after visiting the museum. museums need to rethink to combine both the entertainment and education dimensions, through technological interventions by making interactive installations. one game application has been done at museum bank indonesia, where visitors can use their kinetic and psychomotor senses in a game. technology actually performs as a tool, so indeed it is more important to inaugurate content in museum objects properly. another solution is to create visual dynamic, based on technology through virtual reality so that even if visitors are static (examples stand in one location), they can feel dynamic experience (examples of application can be seen in 'journey to the center of the earth' where the screen seems to bring visitors from the deepest layers of the earth to outermost surface). another possible technological application are the operation of touch screens, video mapping, and augmented reality, to take advantage of social media momentum, where documentation will become a free promotional tool. creation of immersive experiences can be realized with an attractive ambience design. thus, it can touch emotional side of visitors, through dramatic experiences. one implementation could be possible on ‘war collections’, where visitors should feel panic and fear, experienced by the people at that time, from visual, kinetic, and smell. manually, visual dynamic can also be built by preparing temporary exhibitions which always change within a certain time period (outside of permanent exhibitions). this will make museum always able to offer new things. in the era of artificial intelligence technology, museums have been able to implement the internet of things (iot), which means every installation or object can be related to other objects. all sensors in an object can be controlled from one place. iot can also be operated through collaboration with telephone providers. visitors can get notifications on their smartphones before and after visiting the museum. although a tour guide is mandatory on visitor’s experience, by iot, museum can add more experience and interaction by preparing audio in the form of podcasts or applications. audio content not only describe archaeological data, with a conservative way of description, but through storytelling with a casual description, for example 'silent walking tour' application. visitors can later use headsets whose voices are captured through radio waves. boredom of visitors can be overcome by improving the hospitality services of museum stakeholders. hospitality can be commenced from the warmth of employees, greetings, smiles, and comfortable facilities such as clean toilets, fragrant lounges, and the attractiveness of public facilities. technology application process through hospitality, can be carried out with the use of augmented reality technology as well, which is enabling to welcome visitors or through interactive map applications. the seventh challenge is lack of evaluation process carried out by the museum to increase visitor satisfaction. unlike hotels, restaurants, or tourist destinations, museum currently has not implemented an objective survey yet. visitor evaluation process can be actually done through an application of artificial intelligence or chip processing. through big data analytic system, visitor data will be processed, both from online ticket purchases, visitor 178 satisfaction surveys, engagement with display tools, and other data retrieval processes. results will certainly be useful for experience design process, to formulate the upcoming product, and beneficial to provide a different side of engagement, according to the visitor’s habits and interests. this will encourage the experience of visiting a museum which is not only general point of view, but personal. the last challenge found was process of increasing experience and immersion. technology developer also often encounters obstacles to provide additional experience to visitors, so that all five senses that exist in visitors, can enjoy all museum collection. for solution, museum should hold an event for the activation function, for example 'night at the museum' or 'meet me at the museum' which has been initiated by komunitas historia indonesia. museums can also build café facilities, working space, study space, or rent out locations for other educational activities, so that museum's atmosphere will be more attractive. to invite visitors to learn about museum before making visitation, data access in virtual, or virtual visit, can be developed by museum. museum can also apply technology, in building virtual museums or online exhibitions such as what has been generated by museum nasional, in collaboration with google art institute. websites, virtual data, and virtual museums can be utilized as method of promotion so that potential visitors can find big pictures related to museum collections. this will attract more visitors to travel to museum. on the other hand, museums can assist academics in carrying out research. conclusion strong cooperation between museums and technology providers has been elaborated, in particular in several museums in jakarta. augmented reality and virtual reality are two most applications, adopted during these implementations. meanwhile, museums have established several platforms for security and data collection purposes. both parties will try to add more platforms through video mapping application, projection mapping, virtual tour, and internet of things (iot) operations. furthermore, technology providers have begun some persuasive actions, particularly through free digitalization campaign. the collaboration should achieve requirements which have been set by stakeholders, including users or visitors themselves. both museums and technology providers have to be ready with challenges. external challenges indicated by lack of integrated management, could be resolve through establishing new law of museum. most of challenges are taking place in inside the museums. three main obstacles faced are human resources quality, database security, and financial difficulties. capacity building and synergy could be the solutions, involving historian community and academicians. most of other obstacles are felt by users or visitors. survey results from museums indeed indicate that visitors are less interested in visiting museum. visitors feel bored because they do not feel entertained while in the museum. museum also located in lack of strategic area. evaluation process has never been carried out by the museum to increase visitor satisfaction. moreover, process of increasing experience and immersion encounters obstacles, to provide additional experience to visitors, so that all five senses that exist in visitors, can enjoy all museum collection. technology could embrace interaction and immersion to add more experience value on visitors. thus, tourism industry would be more attractive with the presences of museums. acknowledgement researchers would like to express deep gratitude to research office of universitas prasetiya mulya that provides financial grants to conduct this research, and importantly to provide contribution for technical and assistance support. they would like to thank our research assistance, provided by this research office. references armstrong, j., howes, d., woon, w. (2015). reinventing moma’s education programs for the 21st century visitor. in din, h. and wu, s. (eds.), digital heritage and culture; strategy and implementation, pp.55-76. singapore: world scientific publishing. 179 beck, j., rainoldi, m., and egger, r. (2019). virtual reality in tourism: a state-of-the-art review. tourism review.10.1108/tr-03-2017-0049. british museum, the. (2019). history of the british museum. [online] available from: https://www.britishmuseum.org/about_us/the_museums_story/general_history.aspx [accessed 28/07/2019] carrozzino, m. and bergamasco, m. (2010). beyond virtual museums: experiencing immersive virtual reality in real museums. journal of cultural heritage, 11(4), pp.452-458. din, h., bailey, d.l., and lin, f. (2015). using new media for exhibit interpretation: a case study, yuan ming yuan qing emperors’ splendid gardens. in din, h. and wu, s. 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(2015). documentary and storytelling using immersive and interactive media. in din, h. and wu, s. (eds.), digital heritage and culture; strategy and implementation, pp.89106. singapore: world scientific publishing. pekarik, a., doering, z., and karns, d. (1999). exploring satisfying experiences in museums. curator: the museum journal, 42(2), pp.152-173. richman-abdou, k. (2018). how museums evolved over time from private collections to modern institutions. [online] my modern met. available from: https://mymodernmet.com/history-of-museums/2/ [accessed 28/07/2019]. silverman, l.h., and o’neill, m. (2012). change and complexity in the 21st-century museum; the real relics in our museums may be the ways we think and work. in enderson, g. (ed.), reinventing the museum; the evolving conversation on the paradigm shift, 2nd ed, pp.193-201. plymouth: altamira press. thomas, d. and brown, j.s. (2001). a new culture of learning: cultivating the imagination for a word of constant change. create space independent publishing platform. wilkinson. (2004). focus groups: a feminist method. in s.n. hesse biber & m.l. yaiser (eds), feminist perspective on social research. new york, ny: oup. 180 figure and tables table 1. list of participants of focus group discussion day, date : thursday, january 30th 2020 time : 11.30 – 16.00 location : happy room, harris fx sudirman – jakarta topic : technology application in museum no name position type of informant 1 way dwi arifianto director (9 matahari) technology developer 2 rizal pamungkas director (monster ar) technology developer 3 ernida rere manager (museum 3d magic art) museum manager 4 dandy indarto manager (museum bank indonesia) museum manager 5 bambang h. it manager (museum macan) museum manager 6 ujang mulyadi manager (museum nasional) museum manager 7 jarot mahendra manager (galeri nasional) museum manager 8 furqon abdurrazar staff (monster ar) technology developer 9 asep kambali komunitas historia indonesia museum user 10 peni zulandari s. universitas prasetiya mulya moderator 11 made handijaya d. universitas prasetiya mulya moderator 12 aulia ardista w. universitas prasetiya mulya moderator 13 ida bagus agastya universitas prasetiya mulya assistant researcher figure 1. ideas from fgd participants 181 figure 2. types of technology application (fgd summary) figure 3. taxonomy of virtual reality in museums (carozzino and bergamasco, 2010) international journal of applied sciences in tourism and events issn: 2580-5592, vol 4, no 1, 2020, pp 48-58 http://dx.doi.org/10.31940/ijaste.v4i1.1910 48 strengthening e-branding strategy of sharia hotel in indonesian hotel industry eska nia sarinastiti1*, uljanatunnisa2 1*tourism management program, vocational college, universitas gadjah mada, indonesia 2communication science, universitas pembangunan nasional veteran jakarta, indonesia 1*eskanias@ugm.ac.id, 2uljanatunnisa@upnvj.ac.id article history received on 28 january 2020 revised on 20 april 2020 accepted on 14 june 2020 abstract purpose: this research is expected to be able to identify and analyze the strengthening of e-branding strategies of sharia hotels in the indonesian hotel industry. research methods: this study uses qualitative research with data collection techniques through semi-structured interviews, observation, and documentation. results and discussions: the results of the research show, firstly, hotel with islamic nuances according to the mui sharia hotels including hilal 2 which is a management and operational manner have rigid rules that must comply with islamic rules, while muslim friendly hotels include hilal 1; secondly, strengthening the sharia hotel e-branding strategy including 1) strengthening domain names, brand identity, and web design; 2) partnership with various online travel agents; 3) installation of advertising and promotion media; 4) strengthening interaction through social media networks; the third is related to the challenges in e-branding of sharia hotels, it is the perception of the indonesian people whose muslim majority religion does not need differentiation in sharia hotels with muslim friendly hotels and the perception that sharia hotels only accept muslim tourists even though sharia hotels accept tourists universally like conventional hotels. conclusion: effective e-branding through online media in the sharia hotel industry, it is proven can build a positive image and not only muslim tourists who have known sharia hotels, but some non-muslim tourists also have brand awareness in the existence of sharia hotel keywords: e-branding, sharia hotel, muslim friendly, indonesia introduction indonesia is increasingly known for the existence of sharia tourism or halal tourism among foreign tourists. it is proven that indonesia in 2017 has occupied the third rank as a muslim tourist destination according to the study of global muslim travel index (gmti) released mastercard-crescentrating 2017. in 2015, indonesia brought 1.3-2 million muslim tourists. this number is expected to continue to grow up. gmti estimates the total number of muslim tourists visiting the various countries reached 117 million people. by 2020, the number of visits is predicted to increase by 10 percent or 168 million muslim tourists (tempo.co, 2017). one of the main elements supporting sharia tourism development is the accommodation infrastructure in the form of the sharia hotel. sharia hotels are interpreted as a hotel that 49 provides services by following the principles of sharia, which is understood by following the provisions of islam (saad, ali, & abdel-ati, 2014: 1). the availability of the number of sharia hotels in every halal tourist destination in indonesia must be met to support the success of halal tourism. based on data from the association of indonesian hotels and sharia hotels (ahsin) in 2014, indonesia currently has 25 hotels with halal-certified restaurants and 12 halal-certified hotels (republika.co.id, 2016; kemenpar, 2015). the shariah hotel in indonesia has been recognized by the world through awards at the world halal tourism awards 2016 including the rhadana hotel, trans luxury hotel, and novotel resort & villas, and in 2015 there was hotel sofyan. (auliani, 2017). nevertheless, according to riyanto, the owner of hotel sofyan and the head of the halal tourism development acceleration team said that in the development of sharia hotels have obstacles related to the assumption of indonesian itself which is of 250 million population reach 88% muslim have the perception that automatically everything is halal. (muslimah, f. & zuraya, n, 2016; sofyan, 2016). whereas for sharia hotels must have halal certification standards from majelis ulama indonesia (mui) with all the requirements that fit the rules of islam in terms of service and the provision of facilities and food. meanwhile, more foreign tourists from the middle east, europe, and china are interested in visiting indonesia which is also increasing the need for sharia hotels in indonesia. the potential visit is a great opportunity for the advancement of the sharia tourism sector in indonesia itself. the potential of sharia tourism in indonesia is very large and can be an alternative, only branding and packaging is still not have the right concept. (kemenpar, 2015). riyanto, chairman of the acceleration of development of halal tourism development, also added that nowadays halal branding has not been developed to attract the halal tourism market, because it still revolves around the branding of tourism in general. (muslimah, f. & zuraya, n, 2016) by following the development of online technology requires the skill of the hotel is not enough to do branding offline because remembering this time every person is holding their gadgets that they have and tend to make purchases online. it was proven by research results in 2014 by nielsen indonesia, consumers who choose hotels online has reached a percentage of 40%. besides, the indonesian central bureau of statistics also mentioned that most internet users in indonesia who seek information about goods or services they need are 77.81% and access social media by 61.23%. (setiawan, 2014). therefore, branding strategy is also needed online or can be called e-branding sharia hotels to be more powerful in creating brand awareness, brand image up to brand equity in prospective tourists for sharia hotels in indonesia. e-branding (online branding) is the use of domain names to promote and protect brands online. (murphy, raffa, & mizerski, 2003). brands in the modern marketing era are concerned with offering value-added that suits customer needs. (hudson, 2008: 160). when hotels use the brand is expected to reap bigger profits. the use of corporate brands has a wider impact on hotel profits per space when corporate brands are more valuable to customers and difficult to duplicate by other hotels. (silva, gerwe, & becerra, 2017: 23) branding is identified as a significant element for tourism and hospitality organizations in communicating the quality of its products, organization, services, and place to create a positive image and close relationship between potential customers (mccabe, 2009: 287). in the online sphere, branding becomes the marketer's primary goal to position their hotel so that guests can recall their brand at a later stage when they need to book a room (barreda, bilgihan, nusair, & okumus, 2016, 189). customer experience about a particular brand will be more related to the customer's emotions to be more familiar with the person or place. therefore, hotels should be able to create meaningful and valuable brand associations by understanding and knowing their target customers, their values, and their service orientation focus. (mccabe, 2009: 287). branding is needed so that customers can distinguish between sharia hotels and conventional and know the uniqueness and specials of sharia hotels for muslim tourists. related to these problems, there is no research on how far the readiness of the online branding of sharia hotels in indonesia. therefore, this study focuses on analyzing sharia hotels in indonesia that reinforce their e-branding strategy in the tourist market and its bargaining position in attracting muslim and non-muslim tourists so that they create strong brand awareness, positive brand image, 50 up to brand equity. the existence of an effective e-branding strategy is expected to make the sharia hotel be able to compete with conventional hotels. research methods this study uses qualitative research with data collection techniques through semi-structured interviews, observation, and documentation. primary data were collected through interviews and observations, while secondary data were collected through relevant documents from reference journals, books, magazines, and relevant articles. semi-structured interviews are conducted with the purpose of information not limited to guidelines interviews to reveal other supporting information about the e-branding strategy of the sharia hotel in indonesia. this research focuses on some sharia hotels in indonesia that have proven their credibility with obtaining a halal certificate from mui. among them is sofyan hotel betawi as the pioneer of the first sharia hotel in indonesia; the radhana kuta bali hotel, a winner of the world’s best family friendly in unwto 2016; hotel syariah solo; and hotel aziza syariah hotel solo. among the four hotels, only hotel aziza syariah solo can be interviewed through the general manager, while other hotels reviewed through observation and documentation. observation is done by gathering various information about the e-branding strategy on the content of online sites owned by sharia hotel starting from a website, facebook, twitter, tripadvisor, youtube, instagram, and mobile application specially owned by the hotel. observation of content includes visuals and text from photos, advertisements, logos, slogans, tagline, menu facilities, hyperlinks, hotel information, photo gallery, booking room details, price lists, contact details, virtual tours, diaries, social media, and hotel promo. the selection of ebranding platforms is based on the review literature that has been described on the most widely used online branding platform in the hospitality industry including hotels. this research is also conducted using the exploratory study with its analysis unit is a general picture of the sharia hotel industry in indonesia, the e-branding strategy of each sharia hotel, a challenge faced by sharia hotels in e-branding, the impact of e-branding to sharia hotels. data analysis was done in two ways: the result of interviews, observations, and documentation categorized on several related themes in accordance with the unit of analysis that has been determined, then interpreted based on literature review. result and discussions sharia hotel in indonesia consumer protection in halal tourism is always guaranteed by the halal certification shown by service providers obtained from local government agencies or authoritative government agencies. the institution of authority for halal certification in indonesia is the assessment institute for foods, drugs, and cosmetics majelis ulama indonesia or it is known as lppom mui. the institution is responsible for the decision-making process related to halal certification on products and services, more widely certified on food, medicine, and cosmetic products. in addition to being responsible for providing certification, the institution also provides guidelines or guidance and consulting services to companies on the various types of measurements that muslim service providers need to provide. (mohsin, ramli, & alkhulayfi, 2016: 139). sofyan hotel is a pioneer of the sharia hotel in indonesia that is a certified halal from mui. the hotel is also awarded as the best family halal hotel in the world halal travel awards event (comceca, 2016: 74). there is such recognition, other sharia hotels are starting to emerge and are encouraged to get halal certification to further reinforce their branding and credibility as sharia hotels in the tourist market. the ministry of tourism of indonesia has drafted the guidelines for the implementation of sharia hotel efforts through the regulation of minister of tourism and creative economy number 2 the year 2014. the permen (ministerial decree) contains the criteria of sharia hotels with the hilal 1 and hilal 2 categories assessed from product, service, and management aspects. hilal 1 is a sharia hotel that still has leniency in sharia rules, for example, in this hotel every food and restaurant is halal-confirmed. that is, restaurant or kitchen already has halal certification from mui, there is the ease of sacred and worship so there must be toilet shower not only tissue, halal food, but no guest selection, the kitchen is halal-certified, but only the 51 kitchen, the beverage can still have the type of alcohol like wine. meanwhile, in hilal 2, everything that is not allowed in sharia rules already applied in this sharia hotel. for the classification of sharia hotel hilal, one (hilal 1) minimum meets 49 points of provision, to rise level to the hilal two must meet 74 points. (kemenpar, 2015). sharia hotels in the tourism industry have different concepts with muslim friendly hotels. muslim friendly hotels are hotels that lack the standard of certification and more to adopt their own rules more in muslim friendly hotels. (comcecb, 2016: 39). sharia hotel is a hotel that meets the needs of muslim tourists in accordance with sharia rules. sharia hotels usually have a benchmark and adopt standards laws and the laws that must be certified sharia. (jais, 2016: 7). sharia-based accommodation should have qiblah direction, the provision of the qur'an in every room, and the provision of halal food. (comceca, 2016) the five essential components for a hotel to classify a sharia hotel usually have the following components (stephenson, 2014): a. human resources: relating to hotel staff and staff uniforms or dress codes, worship time policy for muslim employees, limited working hours for staff during ramadan: codes of conduct for staff and guests, and guest delivery service system. b. private rooms (bedrooms and bathrooms): separate floors for women and families, kiblah direction, prayer equipment, and al-quran, conservative television channels, islamic decoration (calligraphy), rooms, and toilets not facing kiblah direction, toilet facilities in accordance with islamic rules. c. dining and banqueting facilities: halal-certified food with no pork and alcohol, separate dining room between women and family, plus public area stipulations, no statues or decorations showing human or animal forms, no controversial music content and seductive. d. other public facilities: there are no casinos or gambling machines, separate entertainment facilities (including swimming pools and spas) for both women and men, separate worship rooms between women and men equipped with al-quran, ablution is located outside the prayer room, the toilet is not facing the direction of kiblah, and there is no art in the form of human and animal. e. business operations: ethics in marketing and promotion, csr strategies (related to islamic values) and philanthropic contributions, transactions and investments in accordance with principles and practices related to calculations and institutions consistent with islamic principles, where hotels should contribute the proportion of their income to charity (known as "zakat"). this "zakat" emphasizes the importance of sharing the same benefits and helping others especially those in need. the principles in islam interpret how specific business processes are like how marketing and advertising are supposed to be. promotional strategies should be based on honest information, which is institutionally a challenge to the hotel industry that is often identified with deceptive advertising. if a hotel aims to reflect on sharia principles, then the hotel should seriously show its offer of products and services in an islamic way. (stephenson, 2014: 158). based on the government's rules, islamic concept hotels in indonesia can be categorized into two types; muslim friendly hotel (hilal 1) and sharia compliance hotel (hilal 2). e-branding strategy of sharia hotel in indonesia sharia hotels have different strategies for online branding. the first strategy is selecting the types of effective online media suitable for the hotels' needs. the dominant social media platform in the hotel branding strategy and its continued use are facebook, tripadvisor, twitter, youtube, instagram, pinterest. the platform facilitates brand awareness, is effective for marketing campaigns, enables direct communication, helps brand exposure, promotes brand awareness, encourages traffic, creates a positive image, and brings brand loyalty. (debono, 2013; comcecb, 2016) besides, it is mentioned that the website is an effective digital tool for the tourism business. websites can attract visits through inspirational content, information, and e-commerce. the website is also a major container for branding and engagement with potential travelers. (comcecb, 2016). branding through the website can be with brochures and advertisements on the website. (hudson, 2008). besides, tourists prefer 52 to download mobile applications to get detailed information such as their plans. therefore, the hotel must have a mobile application to increase the opportunity to communicate with potential customers. customers in this digital era greatly contribute to the promotion of hotels with various comments about their experiences and give ideas to other customers about recommended hotels for them. (sezgin, 2016: 25). based on the online media used, the differences can be seen in table 1: table 1. online media of sharia hotels in indonesia no. hotel website instagram youtube twitter facebook lainnya 1. sofyan hotel betawi (threestars hotel) http://sofya nhotel.com /sofyanhotelbetawihalal-hoteljakarta/ sofyanhotelbet awi_jakarta sofyan hotel betawi (@beta wihotel) sofyan hotel betawi line whatsapp website sofyan group (sofyanhotels.c om) 2. the rhadan a kuta bali (threestars hotel) http://www. rhadana.co m/ rhadana_kuta rhadan a kuta bali rhadan a kuta bali (@rha danaku tabali) the rhadana kuta, bali http://www.th e-ohm.com/ https://www.a ccorhotels.co m/gb/hotela7k8-therhadanakutabali/index.sht ml 3. syariah hotel solo (fourstars hotel) http://www. syariahhot elsolo.com/ syariahhotelsol o public relation syariahh otelsolo syariah hotel solo (@syari ahsolo) syariah hotel solo lorinhotel.com 4. aziza syariah hotel solo (threestars hotel) aziza.horis ongroup.com aziza_hotel_so lo azizah otelsolo (@aziz ahotels olo) aziza hotel solo by horison myhorison.co m source: data processed by researchers based on table 1, sharia hotels have a variety of online media that have been used for e-branding. the four hotels have various types of online media that are favored for branding, but only sofyan hotel betawi has mobile applications, line, and whatsapp while using youtube only in rhadana and syariah hotel solo. all sharia hotels are the same in terms of branding that not only uses its website but also the group that shelters it. it is also revealed by general manager of aziza syariah hotel solo that for branding they remain attached to the hotel group, that such a way will be more easily recognized by the customer because the level of customer brand awareness is higher in the hotel group than its hotel. the second branding strategy based on website design and social networking. an ebranding strategy must have an interactivity website dimension that is interactivity system (user control) and social interactivity (two-way communication) to create positive brand awareness and brand image online in the context of online media. user control describes that the important component is hotel website design. (barreda, bilgihan, nusair, & okumus, 2016, https://twitter.com/betawihotel?lang=en https://twitter.com/betawihotel?lang=en https://twitter.com/betawihotel?lang=en https://twitter.com/betawihotel?lang=en https://twitter.com/betawihotel?lang=en https://www.facebook.com/sofyanhotelbetawi/ https://www.facebook.com/sofyanhotelbetawi/ https://www.facebook.com/sofyanhotelbetawi/ https://twitter.com/rhadanakutabali?lang=en https://twitter.com/rhadanakutabali?lang=en https://twitter.com/rhadanakutabali?lang=en https://twitter.com/rhadanakutabali?lang=en https://twitter.com/rhadanakutabali?lang=en https://twitter.com/rhadanakutabali?lang=en https://www.facebook.com/therhadanakuta/ https://www.facebook.com/therhadanakuta/ https://www.facebook.com/therhadanakuta/ http://www.the-ohm.com/ http://www.the-ohm.com/ https://twitter.com/syariahsolo?lang=en https://twitter.com/syariahsolo?lang=en https://twitter.com/syariahsolo?lang=en https://twitter.com/syariahsolo?lang=en https://twitter.com/syariahsolo?lang=en https://id-id.facebook.com/syariahhotelsolo/ https://id-id.facebook.com/syariahhotelsolo/ https://twitter.com/azizahotelsolo?lang=en https://twitter.com/azizahotelsolo?lang=en https://twitter.com/azizahotelsolo?lang=en https://twitter.com/azizahotelsolo?lang=en https://twitter.com/azizahotelsolo?lang=en https://www.facebook.com/azizasolo.horison/ https://www.facebook.com/azizasolo.horison/ https://www.facebook.com/azizasolo.horison/ https://www.facebook.com/azizasolo.horison/ 53 189-190) branding is commonly obtained through naming, trademark, packaging, product design, and promotion. successful branding is to provide a unique identity for the product. the identity generates a consistent image of the perception of tourists that facilitates credible quality assurance. (hudson, 2008). there are two factors in building a sharia brand. first, it is tangible factors such as halal certification, which is important to recognize as an islamic brand. brand logo and brand name are also able to shape customer perception. the use of the halal logo is important in sharia labeling. muslim customers are more interested when they see halal logos on their products. halal accreditation in brand islamic from authoritative institutions is very important to show to gain consumer trust. halal certification is a major factor recognized in islam so halal certification is recommended to be installed on the hotel's online media platform. halal certification is a document that the organization needs to certify that its products comply with islamic guidelines in terms of content, process, transportation, storage, and distribution. (maamoun, 2016; yusof & jusoh, 2014) second, intangible factors, such as brand values, brand authenticity, and brand tagline. slogans or taglines affect perceptions of a brand and are needed to preserve brand identity. using foreign languages such as arabic or using islamic terms can maintain feelings on the brand of islamic nuances. (maamoun, 2016: 427). according to bandyopadhyay (2016: 9-12), there are key factors in the success of building a brand online (e-branding) include; creating brand recognition by creating unique, memorable, and spelled names to attract customers and are different from others. it can also be added in the form of mascot or jingle company on the website. and the presence of advertising features, customer service quickly, and other special or unique services are different from other products; and distinguishing brands by providing good navigation tools for users, having easy-to-remember domain names (simple but attractive websites), offering a variety of products that are relevant to the customer's target needs, providing relevant gifts or promotions each sharia hotel has a unique domain while still giving sharia atmosphere. sofyan hotel betawi takes the name of "sofyan" which is typical with muslim people. through its website is the "halal" logo of mui, halal certification, and there is a privacy policy that guarantees its users about the security of personal data. through its facebook also sofyan hotel betawi uses branding through profile pictures with female employees who use the hijab. rhadana, kuta, bali branding through its website by stating on its profile about the halal certification that it has from mui for its food and service, pictures for the service menu, and its facilities that show the prayer room and also have a privacy policy. the two hotels are the achievements of awards from un world tourism organization (unwto) displayed on the website page to make customers believe in the concept of their sharia hotels. meanwhile, syariah hotel solo has a strong branding through its website with the domain name "syariah" which must show the concept of sharia, hotel logo in the form of domes mosque and picture profile on the page "home" shows hotel facilities in accordance with the rules of sharia mosques, prayer gear and pictures of female hotel employees wearing a hijab. besides, syariah hotel solo performs e-branding also through the youtube platform with the account id "publicrelationsyariahhotelsolo" by uploading various hotel profile video showing starting from its employees who wear closed clothes and hijab, praying facilities, up to halal food provided. as for aziza syariah hotel solo’s branding through online media by using the word "syariah" and in its tagline "islamic boutique hotel" which reinforce the concept of sharia it offers and various profile pictures shown by islamic nuance like other hotels featuring the image of her female employee using the hijab. similarly, syariah hotel solo and aziza syariah hotel solo’s branding also through the promotion of halal food brochures and video profile on their official instagram account whose content that shows the concept of sharia. the third strategy is about the partnership. according to ibeh (2005) explained that a successful e-branding strategy is a collaborative strategy such as by starting strategic partnerships and partnerships with web portals and distributors; making information about resources or financial statements; promote and manage the website by registering it on the search engine system, displaying banner ads and adopting attractive web designs; customer relationship management with licensed e-mail marketing; ensuring superior messaging in 54 various marketing areas. the four hotels are the same in branding by partnering with several online travel agents (ota) both nationally and internationally. their partnership mapping is based on observations as follows in table 2. table 2. e-branding partnership of shariah hotels in indonesia no. hotel partnership 1. sofyan hotel betawi (hotel bintang 3) tripadvisor, booking.com, agoda.com, traveloka.com, pegi-pegi.com, misteraladin.com, klikhotel.com 2. the rhadana kuta bali (hotel bintang 3) tripadvisor, booking.com, agoda.com,expedia.com, hotels.com, traveloka.com, pegi-pegi.com, trivago.com, hotelscombined.com , wotif.com , hotels.jetstar.com 3. hotel syariah solo (hotel bintang 4) tripadvisor, booking.com, agoda.com, traveloka, pegi-pegi.com, id.hotels.com, misteraladin.com 4. aziza syariah hotel solo (hotel bintang 3) tripadvisor, booking.com, agoda.com, traveloka.com, pegi-pegi.com, misteraladin.com source: data processed by researchers based on the research results, each hotel has a partnership with various online travel agents both domestic online travel agents and international online travel agents. domestic travel agents consist of traveloka.com, pegi-pegi.com, misteraladin.com, and klikhotel.com. meanwhile, international online travel agents consist of tripadvisor, booking.com, agoda.com, exppedia.com, hotels.com, trivago.com, hotelscombined.com, wotif.com, hotels.jetstar.com, and id.hotels.com. in addition to the partnership, they have their website that provides their customers with booking services. rhadana through the accor group website, syariah hotel solo through lor in international, and azizah syariah hotel solo through myhorison.com, while sofyan hotel betawi through sofyan group. each of the sharia hotels is back to their company group. through these websites groups, the customer could compare the price with other hotel members either sharia hotels or conventional hotels. the fourth strategy, related to display advertising and the promotion content, the four sharia hotels more use their instagram to be more up-to-date in addition to its website. it is supported by the statement of general manager of hotel aziza solo that the current era of instagram becomes the favorite media for branding and promotion. the reason for using this instagram is that it is easier to use for the user through the smartphone and more interesting in terms of visual and messaging services more interactive. based on observation, the four hotels indeed use instagram as the most up-to-date online media for branding. meanwhile, twitter is considering the limitations of characters and facebook that is too broad (difficult to be specialized) which then it was felt not quite effective in online branding. e-branding through promotions is made through brochures and advertisements shared through websites and social media networks that are more visible on halal food and beverage as well as stay packages with islamic nuances. related to hotel promo is also more emphasized on its ota with the aim of customers can comparing the various prices of sharia hotels with other hotels in a group of companies. the last strategy is related to the interactivity dimension in branding to create two-way communication and user control. the hotel website design needs to provide a two-way interaction system for its users so that when they use the website it will recognize the brand and accept its brand positively. the existence of interactivity helps build a positive opinion on the brand as well as will affect the individual who can assume the website is valuable. (barreda, bilgihan, nusair, & okumus, 2016, 189-190). hoteliers and brand managers should recognize the significance of interactivity-linked website features such as chat rooms, bulletin 55 boards, online shopping, feedback mechanisms, navigation tools, search options, and location maps. (barreda, 2014: 175). interactivity system built more hotels on social media such as instagram, facebook, twitter, youtube, and mobile application that does provide interactive columns between corporate users with its potential customer. sofyan hotel betawi provides mobile application line and whatsapp, it will facilitate the customer in getting to know the hotel with all products and facilities personally without the term pending. through mobile applications, customers can also freely communicate directly with the hotel, asking about various things related to the hotel according to their needs without being limited by space and time. in contrast to facebook, instagram, and twitter which the form of interaction tends not to be like a chatroom. the given feedback will be longer than whatsapp and line. this interactive system is also visible from the hyperlink which is provided on the hotel’s website; it is connected with twitter, instagram, and facebook. especially sofyan hotel betawi website provides google maps links that provide navigation of hotel locations and tripadvisor. meanwhile, the rhadana provides hotel newsletter delivery facilities via personal email customers for promotional updates or exclusive offers from the hotel. based on the results of the discussion, the framework of e-branding strategy undertaken by sharia hotels can be formed as the below figure 1: figure 1. e-branding strategy of sharia hotel (source: data processed by researcher) the challenges of sharia hotels in e-branding the challenges faced by halal tourism especially the hotel itself is how they serve non-muslim tourists and meet their needs without clashing with the islamic rules. besides, some hotels said that if on their website they display sharia contents will make it unattractive to non-muslim tourists. however, it can be a business opportunity to use their creativity and flexibility in serving the diverse needs of muslims and non-muslims. moreover, in the proper use of social networking and marketing programs geographically it is a challenge in this market. geographic marketing programs should be designed and distributed to the targets where the majority of muslims are located, both in muslim and non-muslim countries. (battour & ismail, 2016: 153) although the government provides halal certification rules for hotels and restaurants, the industry is still hesitant to implement it because they assume it is halal and there is no need for certification. (comceca, 2016: 55) there is still a constraint in implementing sharia tourism that needs to be addressed; it is the aspect of halal certification on their products. the number e-branding strategy effective online media selecting accordance to hotel's needs online brand identity management (domain name, brand identity, web design) partnership with various web portals (ota) display advertising and promotional content strengthening interaction through social media networks 56 of restaurants and hotels that guarantee halal food is still rare. many suggestions in the hotel kitchen there is should provide a separation between halal and non-halal food. (kemenpar, 2015). therefore, the perception and commitment of the sharia hotel itself becomes a big challenge for destination marketers and planning halal tourism. besides, the challenge also comes from its public perception that identifies that the sharia hotel is only willing to accept muslim tourists only. based on the results of research, sharia hotels are not only segmented in the muslim tourist market but more universal. as stated by general manager of aziza syariah hotel solo that the segment of sharia hotels not only on the muslims but also open to non-muslims, it's just for the service facility will still be served according to islamic rules or halal standards. however, for now, there are still few people who can accept the existence of sharia hotels because, with the word "sharia", customers are sometimes still afraid to choose it with the thought that hotel rules will be so strict. this challenge encourages sharia hotels to be stronger in sharing brand knowledge related to sharia hotel market segmentation. the influence of e-branding in indonesia's sharia hotel industry the results showed that e-branding will be known as brand awareness and brand image of the hotel. brand image can be viewed through the social media platform and ota which becomes the hotel partner. through the rate of partnership owned ota, the four hotels have a rate ranging from 7.6 / 10 to 8.6 / 10. the rate indicates that the majority of tourists who have used the sharia hotels provide good reviews. despite the concept of sharia, it appears that through instagram photos which are not only muslim tourists who stay but also non-muslim tourists, especially foreign tourists, many of them choose sharia hotels such as the rhadana, sofyan hotel betawi and aziza syariah hotel solo as their accommodation choice. in fact, for its uniqueness of rhadana, despite having the halal label, the hotel guests are mostly foreign tourists from non-muslim countries like south korea, australia, netherlands, and russia (mendunia.id, 2017). brand awareness has been created not only on muslim tourists in indonesia but also has come to foreign tourists who are non-muslims. the implementation of e-branding sharia hotels is also different from conventional hotels. the ebranding of sharia hotels is done from an islamic perspective, so it must conform to islamic rules. the practice is while e-branding, promotion carried by da'wah (carry out with devotion of islamic teachings). as stated by general manager of aziza syariah hotel, foreign tourists choose sharia hotels because they like the serenity given by the hotel sharia. this is indeed remembering the islamic rules every time praying time is heard, they are not doing activities that provide peace and provide a clean and comfortable environment in accordance with islamic sharia. conclusion this research can be concluded that e-branding strategy of sharia hotel in indonesia consists of effective online media selecting; brand identity management through the website and social media network starting from the logo, domain name, tagline, image gallery; partnerships with web portals and online travel agents; displaying advertising and promotion content; and online interaction space management through social media networks. as a sharia-based hotel has challenges that must be faced, ranging from the lack of brand awareness related to the sharia hotel segmentation that is universal not only on muslim tourists only. and, the assumption of the hotel itself by showing the concept of hotel sharia will be difficult to attract tourists because of the mind-set that still exists in the public that sharia hotels are full of strict islamic rules. nevertheless, effective e-branding through online media in the sharia hotel industry is proven can build a positive image, and not only muslim tourists who have known sharia hotels, but some non-muslim tourists also have brand awareness in the existence of sharia hotel. this study has a limitation in interview data only from aziza syariah hotel solo so that less exploring the point of view of sharia hotels. besides, the e-branding effect on the hospitality industry is still not too deep data obtained. therefore, further research is expected to make mapping of sharia hotels in indonesia as a whole. further research can also be added by conducting a deeper analysis specifically related to brand awareness, brand image, and 57 brand equity of domestic and foreign tourists, muslim and non-muslim tourists. research can be done with qualitative and quantitative with a large number of respondents to get valid results. acknowledgment we would like to thanks mrs. ani maryati as general manager of aziza solo hotel and ms. marcel as human resources development department staff of aziza solo hotel for the data research. references auliani, p. a. 2017. kompetisi wisata halal indonesia geser posisi para “legenda”. retreived from 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fastest way to grow an economy is suitable for a country that would like to expand it to include indonesia. the development of tourism through promotion and maximum service is already undertaken by the authorities to attract domestic and foreign tourists in indonesia. one of the attractions which are experiencing an increase in visiting goa pindul. the problems in goa pindul are increase tourists revisit intention, but the facilities and infrastructure are less well. the purpose of this research was to study the relationship between e-wom, destination image, perceived value, and return to visit in the tourism industry. sample techniques used in this research is purposive sampling using accidental sampling. respondents who used as many as 200 respondents on travelers who already visited one time, aged 17 years, and using the internet to searching for information about goa pindul. data analysis techniques used are pls-sem and sobel test. the empirical results from pls-sem showed that e-wom positive and significant impact on destination image, perceived value, and return to visit. the destination image has a positive and significant impact on perceived value but on return to visit insignificant. perceived value positive and significant impact on back to visit. sobel test findings that effect of e-wom on arrival to visit through perceived value significantly. based on the results of the study, it is known that almost all of the variables have an effect on revisit intention. however, the destination image does not have a positive effect because the image owned by the tourist attractions is not good and has not created return to visit in goa pindul. keywords: e-wom, destination image, perceived value, return to visit history article: submitted 1 january 2021 | revised 28 february 2021 | accepted 10 march 2021 how to cite: prayogo, r. r. (2021). exploring of e-wom, destination image and perceived value toward return to visit. international journal of applied sciences in tourism and events, 5(1), 32-43. doi: http://dx.doi.org/10.31940/ijaste.v5i1.1912 introduction one of the countries that developed the tourism industry is indonesia. the government of indonesia directs its focus on tourism resources that belong to the more developed and introduced all over the world (kusumawati & huang, 2015). the tourism sector in indonesia each year continues to increase both domestic and overseas travelers thus contributing to the country's largest as the largest foreign exchange mencapaian to the growth of the economy of indonesia (farina, sukandar, & soehadi, 2016). then, the rest of the world considers tourism potential that they have become a tool to improve and cultivate our economy of a country (croes, 2006). one area of indonesia which has a very important tourism potential to be developed was the province of yogyakarta. the development of tourism through promotion and maximum service already undertaken by the authorities to attract domestic and foreign tourists for a visit in the province of yogyakarta including goa pindul. goa pindul is one of the tourist objects that are rising due to the high volume of visits and massive promotions or news coverage in print and electronic media. goa pindul are located in the village of bejiharjo, district karangmojo, gunungkidul. recorded in the department of culture and tourism of gunungkidul, the number of tourists in goa pindul continue to increase from year to year. based on the data show that an increasing number of tourists in goa pindul are very significant increase from a total of 60,203 tourists in the year 2012 and 2016 rose to 596,425 http://dx.doi.org/10.31940/ijaste.v5i1.1912 international journal of applied sciences in tourism and events 33 tourists. with the data above seen that tourists visit is very high as well as increased sharply by 2015 to reach 55% and by 2016 to reach 71% so that it does not correspond to the available facilities and infrastructure so that the perceived capacity over tourists visiting pindul in goa. finally appeared a problem with many tourists visiting goa pindul but infrastructure has not been fullest so make travelers uncomfortable to travel back. the marketing strategy used by goa pindul are electronic word of mouth (e-wom). e-wom is the most effective promotional tools and efficient (abubakar & ilkan, 2016). with the e-wom gives a positive influence towards the destination image and return to visit. on the results of the study stated that the e-positive wom is very influential and significant tourist destination image toward the citizens of iran (reza jalilvand, samiei, dini, & yaghoubi manzari, 2012). the study results also support the relationships and the influence of e-wom and return to visit. as a result of research that e-wom effect positively and significantly to return to visit (jalilvand, ebrahimi, & samiei, 2013). then, the results of research that the results also stated that e-wom effect positively and significantly to return to visit at the hotel (ladhari & michaud, 2015). destination image also affect return to visit conducted by the tourists. based on the results of the study destination image effect positively and significantly to return to visit (tosun, dedeolu, & fyall, 2015; whang, yong, & ko, 2016). according to study (ramseook-munhurrun, seebaluck, & naidoo, 2015), destination image may affect the perceived value obtained when travelling in a certain place. some research on compare to determine research gaps in this research. research gap regarding the view of the results of research on e-wom toward return to visit. the research results (abubakar & ilkan, 2016; reza jalilvand et al., 2012), e-wom effect positively and significantly to return to visit because e-wom gives an interesting information so that tourists want to come back for a visit. attraction of tourists return to visit also based on positive values received from e-wom. then, the results of the study have different opinions like (baber et al., 2016) explained that not all tourists will return to visit the same place for messages received is not good or not appropriate expectations while visiting looking for source of information through e-wom. the difference of opinion among researchers about the controversy surrounding e-wom toward return to visit, because of the difference of the view that in the context of e-wom travelers should get the information interesting and satisfying so get the perceived value (perceived value) tourists to be able to return to visit in the same place. based on the above research gap regarding e-wom toward return to visit through the perceived value as an intervening variable makes a newness in this research. so the problem arises how travelers can return to visit to goa pindul with facilities and infrastructure provided party goa pindul hasn't been fullest. conceptual framework e-wom and destination image e-wom is an informal communication tool directed at consumers through internet-based technology with regard to the use or certain characteristics of goods and services. so with the advancement of internet technology, increase the number of travelers use the internet to search for information purposes and for conducting transactions online (litvin, goldsmith, & pan, 2008). e-wom is communication with a lot of things through the website, twitter, facebook, instagram, and web-based platform (hennig-thurau, gwinner, walsh, & gremler, 2004). so many tourists looking for a website using e-wom more modern, fun, and reliable than the information easily provided by travel companies (abubakar & ilkan, 2016). destination image is an impression or the expression obtained by a travelers toward his trip (ramseook-munhurrun et al., 2015). destination image is a combination of a variety of products, attractions, and attributes toward the individual's impression of a selection process based on a variety of information (whang et al., 2016). such as research (jalilvand et al., 2013), show that e-wom effect positively and significantly to tourist destination image in iran. according this research (abubakar & ilkan, 2016), show that e-wom affect destination tourism image in turkey in a positive and significant. based on the theory of the literature and the approach taken hypotheses are: h1 : e-wom has a positive and significant effect on destination image international journal of applied sciences in tourism and events 34 e-wom and perceived value based on the definition of wom by westbrook (1987) in (litvin et al., 2008), e-wom can be defined as all informal communications directed at consumers through internet-based technology with regard to the use or certain characteristics of goods and services, or the seller. perceived value related to the assessment of the consumer/ travelers from processes that do about received, perceived and remembered. more specifically, the perceived value comes from the feelings of consumers about the costs and fees incurred as the quality of the obtained (lai & chen, 2011). then, e-wom can influence the perceived value obtained by tourists. the results showed that e-wom can influence the perceived value through the medium of the internet to gain acceptance in a positive and significant information in korea (woo, jin, & sanders, 2015). next e-wom also affect the perceived value in a positive and significant (hussain, nasser, & hussain, 2015. based on the theory of the literature and the approach taken hypotheses are: h2 : e-wom has a positive and significant effect on perceived value e-wom and return to visit e-wom is an informal communication tool directed at consumers through internet-based technology with regard to the use or certain characteristics of goods and services. so with the advancement of internet technology, increase the number of travelers use the internet to search for information purposes and for conducting transactions online (litvin et al., 2008). ease travelers looking for information on tourist destination is with the use of e-wom (ladhari & michaud, 2015). return to visit stressed to tourists to visit in the framework of tourism within a certain period so as to create the intention for a visit (ferns & walls, 2012). return to visit also refers to the perceived likelihood of tourists for a certain time so that the subjective perception of a building affects the behaviour of and final decision (whang et al., 2016). some research on ewom and return to visit can prove that return to visit had the effect directly to the information that is obtained by a person to travel (reza jalilvand et al., 2012). return to visit to the hotel also received the influence of the information derived from ewom (ladhari & michaud, 2015). later, the highly influential ewom help travelers to find information in determining return to visit a certain place on the tour to turkey (abubakar & ilkan, 2016). someone's intention to take a decision has the effect of directly through information received from ewom (wu, chen, chen, & cheng, 2014). then, return to visit to iran through the islamic tourism is also on the influence by e-wom (jalilvand et al., 2013). with the results of the study, when the tourists are satisfied toward the services based on experience then they expected to recommend such information to all their network who have so that gave birth to the other tourists who visit intention (liu & lee, 2016). however, the research results also showed no effect e-wom significantly to revisit intention (baber et al., 2016). based on the theory of the literature and the approach taken hypotheses are: h3 : e-wom has a positive and significant effect on return to visit destination image and perceived value destination image is an impression or the expression obtained by a travelers toward his trip (ramseook-munhurrun et al., 2015). destination image is a combination of a variety of products, attractions, and attributes toward the individual's impression of a selection process based on a variety of information. destination image can play an important role in the decisionmaking process of travel (whang et al., 2016). perceived value is penlilaian the overall usability of consumer products/services based on the perception about there received and perceived (rasoolimanesh, dahalan, & jaafar, 2016). perceived value also concerns the overall perceived value received when i travel in the appropriate planning to tour. then, the destination image may affect the perceived value obtained when travelling (ramseook-munhurrun et al., 2015). many research stating that the destination image greatly affects positively and significantly to perceived value obtained (ã & tsai, 2007; rasoolimanesh et al., 2016). based on the theory of the literature and the approach taken hypotheses are: h4 : destination image has a positive and significant effect on perceived value international journal of applied sciences in tourism and events 35 destination image and return to visit in the tourism market as a destination, the image really help give you an idea as an expression, ideas, espektasi and emotional specifics (stylos, vassiliadis, bellou, & andronikidis, 2016). destination image is an impression or the expression obtained by a travelers toward his trip (ramseook-munhurrun et al., 2015). destination image can play an important role in the decision-making process of travel (whang et al., 2016). destination image has an important role for tourists choosing his visit (tosun et al., 2015). return to visit on purpose define as referring to the perceived likelihood of visiting a tourist sights are the impressive during a certain period and also refers to the perceived likelihood of good tourist spot during a certain time so that the subjective perception of a building affects the behaviour of and final decision (whang et al., 2016). return to visit is also defined as a willingness to visit certain destinations (chen, shang, & li, 2014). destination image influence on intention of visiting again committed by tourists. based on the results of the study destination image effect positively and significantly to return to visit (tosun, dedeolu, & fyall, 2015; whang et al., 2016). based on the theory of the literature and the approach taken hypotheses are: h5 : destination image has a positive and significant effect on return to visit perceived value and return to visit perceived value related to the assessment of the consumer/travellers from processes that do about received, perceived and remembered. more specifically, the perceived value comes from the feelings of consumers about the costs and fees incurred as the quality of the obtained (lai & chen, 2011). further, perceived value as well as to the perception of value buyers is a trade-off between the quality or benefits that they feel in products linked to the sacrifice that they are feeling by paying the price (manoj, 2011). return to visit is the result of the perception they have of their previous range of travel experiences (horng, liu, chou, & tsai, 2012). based on previous research (ferns & walls, 2012), perceived value stressed to tourists to pay a visit back in order tourism within a certain period so that creating the intention to visit. then, the results of research that the tourists had returned to visit it because it felt (perceived value) through quality and value within a specific tourist destination for those visiting the back (liu & lee, 2016). based on the theory of the literature and the approach taken hypotheses are: h6 : perceived value has a positive and significant effect on return to visit e-wom, return to visit and perceived value research results (reza jalilvand et al., 2012), that e-wom effect positively and significantly to return to visit because e-wom provide information that is interesting so that tourists want to come back for a visit. attraction of tourists return to visit also based on positive values received from e-wom i.e. perceived value when tourists live on your holiday. furthermore, e-wom greatly influences tourists to find information so that a positive and significant effect toward the return to visit a certain place on the tour to turkey because of the tourists get a positive message from the search results and relevant information received espektasi tourists (abubakar & ilkan, 2016). however, research results that have different opinions such as research (baber et al., 2016), explained that not all tourists will return to visit the same place for messages received (perceived value) travellers is not good or not appropriate espektasi while visiting looking for source of information through e-wom. differences of opinion among researchers about the influence of ewom toward return to visit, because of the difference of the view that in the context of e-wom travelers should get the information interesting and satisfying so get the perceived value (perceived value) tourists to be able to return to visit in the same place. this is because e-wom provides information up to date toward the tourists to return to visit. research results (woo et al., 2015), declared e-wom can influence the perceived value obtained by tourists. the results showed that e-wom can influence the perceived value through the medium of the internet to gain acceptance in a positive and significant information in korea. furthermore, the results of research on perceived value toward return to visit such a study (rasoolimanesh et al., 2016; sultan, 2012), shows that perceived value can be influenced positively and significantly to return to visit tourists (rasoolimanesh et al., 2016; sultan, 2012). international journal of applied sciences in tourism and events 36 based on the description of the study the study that concluded that there is a difference in the results of the research. therefore, the perceived value into focus the difference when the information obtained from e-wom while visiting to be able to return to visit, then this study will use a perceived value as a variable of the mediation will be integrated with variables that will be used to look at relationships and the influence of e-wom toward return to visit through the perceived value. h7 : perceived value has mediation role for the relationship between e-wom and return to visit. methodology this study is based on a survey which was conducted between april 2017. the population is all tourists visit to goa pindul. the data were collection by means of a direct survey of goa pindul. this study uses a accidental sampling technique according to the following criteria that the respondents had visited goa pindul, travelers have used the internet in search of information about goa pindul, age 17 years has been more. the number of respondents targeted was 200 respondents. out of 210 questionnaires, 200 were completed and returned, and all of them were counted as valid. the type of questionnaire given to the respondents in this study was a closed questionnaire, inquiring about the perceptions of each respondent. the measurement used in this study is a scale of 1 to 5 (likert). description of the respondents there were a total of 200 respondents, 114 of whom were male and 86 were female. most respondent were aged between 17 and 22 years at the time of the survey. 102 respondents had senior high school, 78 respondents had bachelor’s degrees, 81 respondents had high school, and 20 of them had master’s degree. table 1. characteristics of respondents no characteristics of respondents frequency percentage 1 sex male female 114 86 57% 43% 2 age >17 – 22 23 – 28 29 – 34 30 – 34 > 34 62 43 57 22 16 11% 31% 28,5% 21,5% 8% 3 educational background high school bachelor’s degree master’s degree doktor 102 78 11 9 54% 36% 5,5% 4,5% operational definition of the research variables this study employs five main variables; e-wom, destination image, perceived value, and return to visit. table 2. operational definition international journal of applied sciences in tourism and events 37 variabel variables definition item/indicator e-wom is an informal communication tool directed at consumers through internet-based technology with regard to the use or certain characteristics of goods and services (barzoki, 2014). argument quality, source credibility, positive valence, negative valence (barzoki, 2014; reza, shekarchizadeh, & samiei, 2011) destination image the combination of a variety of products, attractions, and attributes toward the individual's impression of a selection process based on a variety of information (whang et al., 2016). cognitive image, affective image, conative image (whang et al., 2016) perceived value the overall assessment is the consumer about the usefulness of the product/service based on perceptions about there are received and perceived (rasoolimanesh et al., 2016). service value, personil value, image value (rasoolimanesh et al., 2016). return to visit is the purpose of referring to the perceived likelihood of visiting a tourist attractions during a certain period (whang et al., 2016). short-term, mid-term, long-term (shawn & feng, 2007; whang et al., 2016): analytical techniques the model used in this research is structural equation modeling (sem) with pls-sem statistical techniques as a tool to test the data. validity and reliability in this study, reliability is measured by using composite reliability. generally, the minimum value of the composite reliability is 0.5 (ringle, n.d, 2014). all variables have reliability, since their respective values are shown to surpass the required value. composite reliability of e-wom 0.909; destination image is 0.916; perceived value is 0.824; and return to visit is 0.852. the are two measurements of composite validity. the first measurement is convergent validity. the minimum convergent validity requirement in this study is set at 0.5 (ringle, n.d,2014). table 3 shows all the indicator values are calculated at more than 0.7. therefore, all the indicator in this study are valid. the second measurement employed is the average variance exstracted (ave). the following are the ave values for each variable, respectively: 0.503; 0.651; 0.515; and 0.503. the overall ave values are calculated at above the required (0.5). therefore, all variable are confirmed as valid. table 3. covergent validity, construct reliability, ave, cronbachs alpha construct item convergent validity construct reliability ave cronbachs alpha e-wom x1.1 0.746 0,909 0,503 0,892 x1.2 0.823 x1.3 0.529 x1.4 0.581 x1.6 0581 x1.7 0.633 x1.8 0.633 x1.9 0.712 x1.10 0.780 x1.11 0.791 x1.12 0.762 x2.1 0.848 international journal of applied sciences in tourism and events 38 destination image x2.2 0.855 0,916 0,651 0,887 x2.5 0558 x2.6 0.838 x2.7 0.854 x2.8 0.797 perceived value y1.3 0.512 0,824 0,515 0,734 y1.4 0.646 y1.5 0.602 y1.6 0.659 y1.8 0.676 y1.9 0.748 return to visit z1.1 0.700 0,852 0,503 0,790 z1.2 0.630 z1.3 0.639 z1.4 0.681 z1.5 0.731 z1.6 0.807 results and discussions results the test results show that hypotheses h1, h2, h3, h4, and h6 are supported. the e-wom variable has positive and significant effect on destionation image, e-wom has positive and significant effect on perceived value, e-wom has positive and significant effect on return to visit, destination image has positive and significant effect on perceived value and perceived value has positive and significant effect on return to visit.on the other hand, h5 and h7 indicate that this effect has proven to be insignificant. destination image does not have a significant effect on return to visit, and e-wom does not a significant effect on return to visit tough perceived value. see the result of the hypothesis testing in table 5 and the path diagram in the figure 1. figure 1. path diagram table 4. path coefficients (mean, stdev, t-values) international journal of applied sciences in tourism and events 39 original sample (o) sample mean (m) standard deviation (stdev) t statistics (|o/stdev|) p values e-wom -> di 0,905 0,906 0,013 68,633 0,000 e-wom -> pv 0,418 0,414 0,157 2,671 0,008 e-wom -> rtv 0,782 0,788 0,154 5,070 0,000 di -> pv 0,332 0,341 0,160 2,073 0,039 di -> rtv -0,086 -0,085 0,133 0,645 0,520 pv -> rtv 0,217 0,210 0,073 2,992 0,003 table 5. result of hypothesis testing proposed effect p. values remark h1: e-wom → destination image 0,000 significant h2: e-wom → perceived value 0,008 significant h3: e-wom → return to visit 0,000 significant h4: destination image → perceived value 0,039 significant h5: destination image → return to visit 0,520 insignificant h6: perceived value → return to visit 0,003 significant h7: e-wom → perceived value → return to visit 0,078 insignificant based on table 4 influence e-wom toward destination image that is getting a lot of information obtained through online media by tourists toward an object, it will be created in the destination image by proving the original samples of 0.905. influence between e-wom toward perceived value i.e. the more information obtained by travelers through online media to make tourists get perceived value so that perceived value is formed by proving the origin sample of 0.418. influence between e-wom toward return to visit, namely the more information received by travelers through online media to make tourists will visit again within a specified time in order to prove that the information received was correct with the proven original samples of 0.782. destination image influence on perceived value i.e. the better destination image received by tourists through the experience done eating will make tourists receive perceived return so that perceived value that was received well evidenced an original sample of 0.332. the influence between the destination image toward a return to visit that is apparently the better destination image somewhere does not affect travelers to visit back because with visiting tourist thought to return with proof of original sample registration-0.086. the influence between the perceived value toward return to visit, namely the better perceived value by making tourist want to visit back to travel restarted so that perceived value is equal to the original evidence samples amounting to 0.217. therefore, the variables that influence with return to visit e-wom is variable with the highest number of 0.782 whereas, no effect on return to visit the variable destination is the image with the original sample registration -0.086. discussions effect of e-wom on destination image based on the results of hypothesis testing the first note that the significance of the t value obtained of 0.000 < 0.05, meaning that the first hypothesis is received with a value of the t statistic of 68.633 > t table (1.96). so, there is a positive and significant influence between ewom toward the destination image, the higher e-wom will be increasing destination image. the results of this research empirically that there is proves the influence of e-wom toward the destination image. the results of this study supports previous research is consistent with or done (abubakar & ilkan, 2016; jalilvand et al., 2013), which states that the existence of the influence of e-wom toward destination image. effect of e-wom on perceived value based on the results of the second hypothesis test is done to find out the influence between e-wom toward perceived value. the value significance of t acquired for 0.008 < 0.05, meaning that the second hypothesis is received with a value of the t statistic of 2.671 > t table (1.96). so, international journal of applied sciences in tourism and events 40 there is a positive and significant influence between e-wom toward perceived value, the higher e-wom will be increasing perceived value. the results of this research empirically proven that influence e-wom toward perceived value. the results of this study supports previous research is consistent with or done(hussain, nasser, & hussain, 2015; woo et al., 2015), which states that the existence of the influence of e-wom toward perceived value. effect of e-wom on return to visit based on the results of the third hypothesis were conducted to know the influence between e-wom toward return to visit. the value significance of t acquired for 0.000 < 0.05, meaning a third hypothesis was accepted with a value of the t statistic of 5.070 > t table (1.96). so, there is a positive and significant influence between e-wom toward return to visit, the higher e-wom will be increasing return to visit. the results of this research empirically that there is proves the influence of e-wom toward return to visit. the results of this study supports previous research is consistent with or done (abubakar & ilkan, 2016; ladhari & michaud, 2015; lien, wen, huang, & wu, 2015; reza jalilvand et al., 2012) stating that the existence of the influence of e-wom toward return to visit. effect of destination image on perceived value based on the results of the fourth hypothesis testing conducted to know the influence between the destination image toward a perceived value. the value significance of t acquired for 0.039 < 0.05, meaning the fourth hypothesis was accepted with a value of the t statistic of 2.073 > t table (1.96). so, there is a positive and significant influence between the destination image toward a perceived value, the higher the destination image will be increasing perceived value. the results of this research proves that there was influence of empirically destination image toward a perceived value. the results of this study supports previous research is consistent with or done (ã & tsai, 2007; rasoolimanesh et al., 2016), stating that the existence of destination image influence toward perceived value. effect of destination image on return to visit based on the results of the fifth hypothesis testing conducted to know the influence between the destination image toward a return to visit. the value significance of t acquired for 0.052 > 0.05, meaning the fifth hypothesis is rejected with a value of the t statistic of 0.645 t < table (1.96). so, there is a negative influence and not significant between the destination image toward a return to visit. the results of this research prove empirically that there is no influence of the destination image toward a return to visit. research results are very contrary to earlier research done (tosun et al., 2015; whang et al., 2016), which states that the existence of the influence of the destination image toward a return to visit. this happens because the tourists return to visit is not always influenced by the destination image but rather other factors outside of this research such as the destination value, destination trust and destination awareness. effect of perceived value on return to visit based on the results of hypothesis testing is conducted to know how the sixth between perceived value toward return to visit. the value significance of t acquired for 0.003 < 0.05, meaning the sixth hypothesis is accepted with a value of the t statistic of 2.992 > t table (1.96). so, there is a positive and significant influence between the perceived value toward return to visit, the higher the perceived value then it will increasing return to visit. the results of this research proves that there was influence of empirically perceived value toward return to visit. the results of this study supports previous research is consistent with or conducted by (ferns & walls, 2012; liu & lee, 2016), stating that the existence of the influence of perceived value toward return to visit. international journal of applied sciences in tourism and events 41 perceived value has mediation role for the effect of e-wom on return to visit based on the results of the seventh hypothesis testing is conducted to find out the indirect influence between e-wom toward return to visit through the perceived value. the value significance of t acquired for 0.078 > 0.05, meaning the seventh hypothesis was rejected. so, ewom can not affect return to visit through the perceived value. the results of this research empirically proven that there was no influence e-wom toward return to visit through the perceived value. the results of this study supports previous research is consistent with or conducted by (baber et al., 2016), stating that the e-positive wom has no effect toward a return to visit through the perceived value. conclusions first, from the results of research conducted showed that factor e-wom as a trustworthy source of information can affect the destination image somewhere of interest. second, the results of the research done indicates that there are two factors that affect the perceived value, namely e-wom and destination image. from both these factors, factor e-wom turned out to have the most powerful influence toward perceived value compared to the destination image. third, the results of the research done indicates that there are three factors that affect the return to visit namely e-wom, destination image and perceived value. from both these factors, factor e-wom turned out to have the most powerful influence toward return to visit. compared with the perceived value. while the destination image is not able to influence the return to visit. the province, from the results of research conducted showed that influence e-wom toward return to visit through the perceived value is not proved to be influential. thus, perceived value on e-wom is not accepted by either the tourists so as not to create the retun to visit through the perceived value to the goa pindul. based on the results of the study, it is known that almost all of the variables have an effect on revisit intention. however, the destination image does not have a positive effect because the image owned by the tourist attractions is not good and has not 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(2014). perceived value, transaction cost, and repurchase-intention in online shopping: a relational exchange perspective. journal of business research, 67(1), 2768–2776. https://doi.org/10.1016/j.jbusres.2012.09.007 international journal of applied sciences in tourism and events volume 5 issue 1 year 2021 pages 88-97 doi: http://dx.doi.org/ 10.31940/ijaste.v5i1.2310 url: http://ojs.pnb.ac.id/index.php/ijaste 88 needs analysis of natural, cultural, and arts tourism potency: getting involved of college students’ in community based tourism luqman al hakim 1*, siti supeni 2, leticia juliena saputri aji 3, attharik bowi rinugroho 4, sulistiawan 5, yanu arfianto 6 1english language education, universitas slamet riyadi, indonesia 2civics education, universitas slamet riyadi, indonesia 3,4,5,6english language education, universitas slamet riyadi, indonesia *corresponding author: luqmanalhakim@unisri.ac.id abstract: the study aims at analyzing the needs of natural, cultural, and arts tourism destination at plesungan tourism village, gondangrejo, karanganyar. there are four objects being observed and analyzed before doing community service. the type of research is descriptive study. the subjects of research are the head of four tourism objects at plesungan village. they are plesungan waterpark, meteor putih hermitage, lemah putih hermitage, and waste management tool. the methods in collecting the data are an interview, observation, and documentation. the data were analyzed through data display, data reduction, and conclusion. the findings of research are the needs of promotion to improve the quantity of visitors, there is a necessity of serving local food and beverages as well as preserving local heritage, there are no souvenirs from the village that empower local potency, the necessity of healthy life training during the pandemic, and the english skill of the villagers need to be improved to facilitate foreign tourists while visiting the village. empowering local potency to facilitate tourists is the main needs of the village to preserve and improve the quality of tourism service and the quantity of visitors. keywords: needs analysis, tourism, community service, and community based tourism history article: submitted 1 january 2021 | revised 28 february 2021 | accepted 10 march 2021 how to cite: hakim, l. a., supeni, s., aji, l. j. s., r., a. b., sulistiawan, arfianto, y. (2021). needs analysis of natural, cultural, and arts tourism potency: getting involved of college students’ in community based tourism. international journal of applied sciences in tourism and events, 5(1), 88-97. doi: http://dx.doi.org/ 10.31940/ijaste.v5i1.2310 introduction community based tourism has been growing rapidly in indonesia. ecotourism village in rural area in yogyakarta, indonesia exists and sustains because of geographical condition and tradition of local culture (vitasurya, hardiman, & sari, 2012). kampung kreatif dago pojok is a village in west java, indonesia where is unique for its creativity due to full of arts in terms of decoration and the activities of society (adiati, 2016). pohsanten village in bali, indonesia attracts tourists in its natural and cultural tourism destination, i.e. waterfalls, rural cultural and arts destination, cacao farming, and pasatan temple spiritual tourism (ernawati, 2018). kampong adat sade, lombok has its handicraft and religious tourism sites (irfan & suryani, 2017). there are various ways to develop community based tourism. empowering local potency, fostering infrastructure, building governance, uniting the developmental product and market segmentation, and analysing and teaching conservation in the form of culture and environment are ways to develop ecotourism (nugroho, negara, & yuniar, 2018). alternative policies needs to be adopted by policy makers by strengthening local rules (awig-awig) and local government regulations in bali (widhianthini, 2017). one of the ways to develop community based tourism is through english training program to support the implementation of tourism development for tangga buntung community’s members (ramadhan & asmaruddin, 2017). making integration of tour packages by preparing standard and interesting homestays, increasing knowledge about the international journal of applied sciences in tourism and events 89 awareness of tourism, and adopting technological tools as a promotion are suggestions to develop tourism village (utami, taufik, & bhakti, 2019). empowering society is the key to succeed community based tourism. for the sustainability of developmental tourism village, it needs to involve people as the core subject (sesotyaningtyas & manaf, 2014). the community readiness for community based tourism has four criteria to assess the development of tourism village: characteristics of community, perception, participation, and wishes (indiarti & munir, 2016). human resource is asset to realize and support livelihood sustainably in tourism village (hardati, 2019). the involvement of villagers is essential to promote tourism village to achieve developmental village independently to realize harmonious culture and sustainable tourism (astawa, triyuni, & santosa, 2018). the role of students in community service place in a significant role as a player in the service. investigating team based community service project is used to facilitate two learning outcomes: community learning and personal learning and design condition affects such outcomes. (bartel, saavedra, & dyne, 2001). learners engaging in community service as a part of requirement of their class will make greater gains in the moral reasoning than those who do not (boss, 1994). the quantity of service done by learners is less important than the quality of service (berger & milem, 2002). learners having higher levels of service show higher grades, attendance, and other academic success result, however those having low socio economic status with service indicate better score on most academic success variables than their peers who have low socioeconomic status with less or no service (scales, roehlkepartain, neal, kielsmeier, & benson, 2006). students obtain a chance to involve actively in the community service because of teachers’ commitment to give it (wade, 1995). one of the roles of students is to promote the potency of community based tourism as stated by utami, taufik, & bhakti (2019). besides, instagram is a platform allowing people to upload whatever interesting tourism objects when it is shared (fatanti & suyadnya, 2015). instagram has a role to shape business due to it advertises a product (latiff & safiee, 2015). besides, instagram is a medium to explore problems of health globally and to prepare social media campaign (messner, medina-messner, & guidry, 2016). instagram has recreational information and commercial advertising why people purchase a product (amornpashara, rompho, & phadoongsitthi, 2015). instagram is seen as an equipment where one can share snapshots, give a comment, and mark likes or dislikes about the materials being shared (hanan & putit, 2013). the study aims at analyzing the needs of natural, cultural, and arts tourism destination at plesungan tourism village, gondangrejo, karanganyar. there are four objects being observed and analyzed before doing community service. table 1. the activities, place, and instagram link no the activities and places link of youtube/instagram 1 observing lemah putih hermitage https://www.instagram.com/tv/cdnzu2falft/?igshid=13tbnrpyz5oj 2 observing meteor putih keris gallery https://www.instagram.com/tv/cdqefb0gmsj/?igshid=fmjb7etaqj0p 3 observing sendang plesungan waterpark https://www.instagram.com/tv/cdaujsiab4d/?igshid=18zmhp0y5w3 ir https://www.instagram.com/tv/cdyelbnjfn/?igshid=q2bqqirxu0v2 4 observing waste management tool https://www.instagram.com/tv/cdgmppbjdur/?igshid=k4lprawtkb0 g this research was carried out to identify and analyze the needs of natural, cultural, and arts tourism destination at plesungan tourism village, gondangrejo, karanganyar; therefore the results might be formulated to design programs of community service learning in that object. there are some previous studies supporting this research. prachanant (2012) employed needs analysis about the needs, functions and problems by 40 tourism employees in using english. it is found that the most important is speaking, then listening, reading and writing. besides, the functions of english are to give information, to provide services, and to offer a help. finally, the https://www.instagram.com/tv/cdnzu2falft/?igshid=13tbnrpyz5oj https://www.instagram.com/tv/cdqefb0gmsj/?igshid=fmjb7etaqj0p https://www.instagram.com/tv/cdaujsiab4d/?igshid=18zmhp0y5w3ir https://www.instagram.com/tv/cdaujsiab4d/?igshid=18zmhp0y5w3ir https://www.instagram.com/tv/cdyelbnjf-n/?igshid=q2bqqirxu0v2 https://www.instagram.com/tv/cdyelbnjf-n/?igshid=q2bqqirxu0v2 https://www.instagram.com/tv/cdgmppbjdur/?igshid=k4lprawtkb0g https://www.instagram.com/tv/cdgmppbjdur/?igshid=k4lprawtkb0g international journal of applied sciences in tourism and events 90 problems in suing english are word choice inability, insufficient vocabulary, and low grammatical mastery. another study done by puspitasari (2018) who studied to find the needs of skills, topic, and difficulties encountered activity faced by stakeholder of tourism in banyumas. the results are speaking is the most required skill, the topics needed are hotel and tourism materials, and lack of practice in conveying tourism city map, and listening a variety accent from english speaker: china, japan, and india. in addition, savasan, uzunboylu, & tuncel (2016) conducted research to find out the needs of stakeholder and the importance of systematic and program-based education in meeting their needs and the results are that they need the above aspects to improve their skills, knowledge and other important qualification. methodology the method of research is qualitative research. the subject of research are four chairman at four tourism objects at plesungan village. they are sendang plesungan water park, lemah putih hermitage, waste management tool, and meteor putih keris gallery. the research was conducted in may up to july 2020. the study aims at analyzing the needs of natural, cultural, and arts tourism destination at plesungan tourism village, gondangrejo, karanganyar. there are four objects being observed and analyzed before doing community service (sendang plesungan water park, lemah putih hermitage, waste management tool, and meteor putih keris gallery) in their community service program and upload the result in instagram to promote the potency of the community based tourism. the methods of collecting the data are interview and observation. we have interviewed the chairperson of sendang plesungan (water park), some micro enterprises (wax, food stalls, and furniture), lemah putih hermitage, and meteor putih gallery (a place to make keris). we have also observed those places and galleries to see directly the objects. the method of analyzing the data used interactive analysis that contains data display, data reduction, and conclusion drawing. results and discussions results lemah putih hermitage padepokan lemah putih, located in plesungan village, karanganyar regency, central java, indonesia was founded by a dance artist, soeprapto soerjodarmo or commonly called mbah prapto, in 1986. mbah prapto is known as a pioneer of the art of free movement called amerta motion art. the concept of amerta motion art is an art by utilizing motion which is adopted from everyday movements as a means to unite the soul with the environment. after he passed away, his son galih naga seno continues to manage the gallery. our visitation is documented in instagram in the form of video. the visitation was done by 15 community service students that belongs to group 44. the link of the video can be clicked below: https://www.instagram.com/tv/cdnzu2falft/?igshid=13tbnrpyz5oj and https://www.instagram.com/tv/cdfwfbpjgzp/?igshid=foryh0ujm094. they interviewed mr. g as the principal of the hermitage. the following is the result of interview with him about the potency of padepokan lemah putih as per below information. “when mbah prapto's network with the amerta dance began to spread widely in various countries, in 1986 he took the initiative to establish padepokan lemah putih as a place to accommodate his students to study. at the hermitage, the sharing community was born as one of mbah prapto's teaching techniques. i continue in the footsteps of his father, a dance artist engaged in the arts and culture, which has made padepokan lemah putih come up with a new concept, namely taman hutan lemah putih (thlp) as a destination for arts and cultural activists, but also a space for mediators. someone to interact with each other, god and nature. previously, the focus of mbah prapto was joget amerta, but (his nickname) mas galih with the basics of ethnomusicology (music study, culture study) is conducting research on the sound of meditation, where through sound, humans (we) can turn away or change ourselves, like people who have a trauma or phobia actually through body technology, we can heal the traum or phobia”. international journal of applied sciences in tourism and events 91 based on mr. g explanation above, the needs of lemah putih hermitage are to accommodate students’ of mr. pr to study and share about the amerta dance, which has spread in various country in 80’s. after mr. pr passed away, his son mr. g went on his struggle to build new concept, taman hutan lemah putih as destination of arts and cultural activists and a place for mediation and conducted research on the sound of meditation. the challenges of the hermitage to fulfill the needs are getting the support from the ministry of education and culture of indonesia to enter amerta music as a medium of increasing spiritual intelligence and to promote the hermitage not only by personal advertisement, but also digital and web based promotion because in this era people often interact with gadgets and many kinds of social media and online media; therefore they easily get information about this hermitage if it is being promoted. furthermore, in this covid 19 pandemic, it needs solution to re-exist the tourism object by improving the number of visitors though virtual promotion, creative content about the object, testimony from visitors who have visited the object to ensure that it is safe through healthy protocols, and many more. the following is the result of interview between the authors and mr g as per below information. “we need support from the government and society for lemah putih. now we are proposing and coordinating with the ministry of education and culture of indonesia to include amerta music as a medium to increase spiritual intelligence. we have social media such as instagram and blogs, however we do not advertise much on those. so more people who know this hermitage from person to person, word of mouth”. (source: author documentation, 2020) figure 1. lemah putih hermitage meteor putih keris gallery meteor putih keris gallery is a place to create keris (ancient weapon in java island) located at plesungan village. in our visitation, we interviewed and observed mr. md as the owner of the gallery. we also recorded our visitation in a video and uploaded it in instagram. the gallery is owned by mr. md (keris creator). although keris is traditional weapon, there are still many visitors ordering and buying that weapon. the following is a conversation between the writers and him about the potency of meteor putih keris gallery and the marketing of it. “later use the fire of merapi/ merapen so the fire is taken directly from merapi there, use a kind of tintir then make the keris, the same as using 7 springs that always keep the water clear. the material in particular is replaced by nickel, but now there are many experiments from the exhaust of the old motorbike that contains a lot of nickel. but it's not as good as using pure nickel because pure nickel doesn't rust easily and the nickel is soft. iron and steel are hard to form. steel can be sharpen if iron does not sharpen easily, now if you don't add a nickel between steel and iron between black and gray, it won't look like nickel is white so there will be white, gray and black. and nickel is flexible if the steel is not given nickel it will break easily, making the layers stronger”. international journal of applied sciences in tourism and events 92 in the conversation above, mr. md conveyed the process of making keris begun with the choice of fire as a tool to heat up the nickel, steel, or iron as composition of it. subsequently, he told us the strengths and weaknesses in using certain parts as ingredients of keris, i.e. the nickel, steel, or iron. pure nickel is good but it is soft and easy to be broken. he recommends to integrate between steel and nickel or iron and nickel. (source: author documentation, 2020) figure 2. meteor putih keris gallery promotion is an element to increase economic value of products being sold. mr. md does the promotion by distributing a business card to visitors who are visiting his gallery. foreigners visiting the place gave testimony that they got the information about that place from the business card given by their friends. the following is mr. below is md statement about his needs when he promotes his gallery. “i don't use facebook and others, but i use my business card. so if those who come here or in the tourism section i give my business card. you know, a foreigner will come here. if asked where did you get it from? from a business card like that. until a foreigner from england asked to make a small keris for living in the forest”. sendang plesungan water park sendang plesungan is one result of a tourism journey where it was born from the foundation of art and culture in the plesungan village of the recreation, because at first many of the village people studied art and culture that had been passed on by their ancestors, and there were also gifts from nature and formed because of nature, sendang plesungan where beside it is water park, it is also held some art and cultural activities. we observed the condition of the water park to record the object in a video, namely https://www.instagram.com/tv/cdaujsiab4d/?igshid=18zmhp0y5w3ir and https://www.instagram.com/tv/cdyelbnjf-n/?igshid=q2bqqirxu0v2. those videos uploaded contain the interview with the management of the object and the journey in the visitation. beside that, we also interviewed with the chairperson of sendang plesungan about its potency and challenge. the following is the result of a conversation between we and chairperson of sendang plesungan about its potencies, namely sendang plesungan annual festival presenting arts and cultural performances from each hamlet and it is in collaboration with the gatra solah art community, blokombo kebayanan community and sendhang plesungan village owned enterprises (bumdes). “there is a festival called the leisure sendang festival with the aim of developing arts and culture. the sendhang plesungan festival is a national annual art festival held at the end of the year by surakartist, in collaboration with the gatra solah art community, blokombo kebayanan community and sendhang plesungan village owned enterprises (bumdes). the name of this festival comes from the location of the festival called sendang plesungan. the plesungan sendhang festival has been around for two years, and is held at the end of each year. this festival is a series of art performances held at the plesungan sendhang tourism complex and is international journal of applied sciences in tourism and events 93 open to the public free of charge. the sedhang plesungan festival features several art performances where the performers are from professionals, isi students, in which case there is already an mou regarding the development of arts and culture and community members who send art actors (art ambassadors for each hamlet) in each hamlet”. at sendang plesungan, there is another potency to empower society to get involved in tourism, sedekah bumi festival. the form is like a carnival that departs from head office of the village and ended at sendang plesungan with displaying and eating agricultural product together from each rukun tetangga (a smallest government community in a village) and paying land tax in that moment. we have had a conversation with the manager of sendang plesungan about sedekah bumi agenda and its potency of art and cultural tourism destination, as per below information. “there is also sedekah bumi festival, this festival as a means of paying land and building tax so that the people of plesungan village are aware of paying pbb. the earth alms festival is also an annual event held every april. the earth alms festival begins with a procession (such as a carnival) starting point at the field or at the village head's office with the finish point at sendhang plesungan. the festival involves the entire community, where each rukun tetangga brings tumpeng (rice formed like cone completed with any kinds of vegetables and side dishes or agricultural products (both in the form of fruit food) which will be eaten together at the sendhang plesungan yard”. (source: author documentation, 2020) figure 3. sendang plesungan water park beside the potency of the village, there are some needs faced by the object. the role of website and social media officer to handle and update the information about the object and its programs is crucial; therefore tourists easily get information about the object. then, the needs of integration between the tourist destination, private sectors, and the village government is necessary to collaborate to improve the quality of the tourism. in addition, investors is important to develop and extend the object so that there is a development in terms of infrastructure, programs, and human resource. the following is the result of interview with mr sw (the management of the object) about the needs of the object. “online marketing is still not optimal because there are no officers to take care of the website. we've never done online advertising. beside that, the management of tourist destinations between the village government and the private sector is still not integrated, so they do that independently. then, we are still having trouble finding investors for the development of this sendang to make it even better. in addition, we also have a little trouble promoting sendang via online, especially for advertising and creating content”. international journal of applied sciences in tourism and events 94 waste management tool plesungan village has waste management supposed that it can be beneficial for economical values, human safety, and environmental cleanliness. we have visited the tool and recorded out visitation in the instagram. the link of the instagram is https://www.instagram.com/tv/cdgmppbjdur/?igshid=k4lprawtkb0g. we also interview the chair person of plesungan village about the process of transporting and sorting the waste and regional planning regarding this waste processing: “each hamlet is provided with a tub that will later be collected garbage every period. and the waste is divided into 2, namely household waste that can be processed by composting, and garbage that is not easy to break down will be burned. there are several buildings that are under construction. namely the building for processing waste, offices and guard posts, yards, and septic tanks”. (source: author documentation, 2020) figure 4. waste management tool he also told us about waste processing at plesungan village waste management site, the result of waste processing in this village, and the process of dealing with the smoke that will arise if there is combustion process for the garbage as per below information. “there are several stages of waste processing, namely transportation, sorting, composting, and burning. and finally for the results in the form of water will be filtered and can be recycled for processing again. there are some results of waste processing, namely ashes from combustion that can be used as planting media, water vapor is recycled to carry out the waste treatment process, fertilizer from organic waste that has gone through the composting process, and agricultural medicines from processing organic waste. to anticipate when smokes appear, plesungan village has the garbage processing facility, namely 2 chimneys that are used to emit smoke and spray water. so when smoke starts to come out, water will also spray, so the smoke will turn into steam and fall as water”. discussions the present study shows that the potency of plesungan village is the villagers because they are essential to contribute to the implementation of some programs of the village, i.e sedekah bumi performance and sendang plesungan festival. it is in line with hardati (2019) stating that human resource is asset to realize and support sustainable livelihood in tourism village. it is also stated by astawa, triyuni, & santosa (2018) who state that the involvement of villagers is essential to promote tourism village to achieve developmental and independent village to realize harmonious culture and sustainable tourism. the present article indicates that the potency of the village is natural (sendang plesungan and garbage management tool) and cultural tourism destination (lemah putih hermitage and meteor putih keris gallery) where these attract visitors to visit and enjoy the objects. it is in line with ernawati (2018) who describes the potency of international journal of applied sciences in tourism and events 95 pohsanten village in bali, indonesia where it attracts tourists in its natural and cultural destination, i.e. waterfalls, rural cultural and arts destination, cacao farming, and pasatan temple spiritual tourism. the present study shows that there is a collaboration among four tourism objects (sendang plesungan water park, lemah putih hermitage, waste management tool, and meteor putih keris gallery) to coordinate about the activities done in the tourism village. it is in line with burgos & mertens (2017) who use community based tourism collaboration horizontally and use leadership. horizontal collaboration is viewed from balanced distribution of networks among groups of stakeholder. meanwhile, leadership is seen in the high connection and coordination among groups to give service about tourists’ needs and demands. the present article use plan before observing and interviewing the chairperson of four tourism objects. we had a meeting and prepared instruments of interview and photograph and video tools before visiting the objects. it is in line with grybovych & hafermann (2010) who employ new and unconventional planning to exemplify new untraditional practices to embed the planning into broader sustainable community planning struggle. the present study benefits to the community service students because they learn leadership in community service, altruism, and competencies of community development and the learn about a variety of cultures and the effects of the program. it is in line with leuci, hodge, & tharp (2014) that the results of community service program are important learning of leadership in community service, altruism, developmental community of competencies, various culture, and impacts of the program. the study states that one of the challenges of the village is the support from the ministry of education and culture of indonesia about policy, facilities, and funds to develop the potency and diversity in the village. it is in line with nugroho, negara, & yuniar (2018) stating that adopting local potency, developing facilities, building governance, incorporating the developmental product and market segmentation, and analyzing and teaching conservation in the form of culture and environment are ways to develop eco-tourism. the research finding is also supported by widhianthini (2017) who states that additional policies are necessary to be adopted by policy makers by strengthening local rules (awig-awig) and regulations of local government in bali. one of the challenges of the village is the digital, design, and web based promotion in which in this era (covid 19 pandemic and globalization era), these promotion are beneficial to recognize the diversity and facilities of tourism in the village. it is in line with utami, taufik, & bhakti (2019) who promote the village by preparing standard facilities (homestay) and using technological equipment to promote the objects. conclusions the conclusion is that the present study shows the potency and challenge of community based tourism so that the real fact is open to promote the village and to identify the needs to develop. natural, arts, and culture are potencies of the village to exist and develop. the existence of sendang plesungan and waste management tool is necessary as natural tourism objects to show the characteristics of the village seen from its nature. lemah putih hermitage and meteor putih keris gallery are arts and cultural society products showing its characteristics as a place to practice joget amerta (the hermitage) and to create keris weapon (the gallery). in general, the four tourism objects told above have the same challenge namely the management of web and social media based promotion and its manager. besides, it needs a support from the government about the development of the objects. references adiati, g. 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(2017). a dynamic model for sustainable tourism village planning based on local institutions. journal of regional and city planning, 28(1), 1–15. https://doi.org/10.5614/jrcp.2017.28.1.1 international journal of applied sciences in tourism and events volume 5 issue 1 year 2021 pages 22-31 doi: http://dx.doi.org/10.31940/ijaste.v5i1.2366 url: http://ojs.pnb.ac.id/index.php/ijaste 22 community-based tourism in kresek village madiun east java bambang soemardiono 1, yudi hartono 2*, soebijantoro 3 1department of architecture, institut teknologi sepuluh nopember, indonesia 2,3department of history education, universitas pgri madiun, indonesia *corresponding author: yudihartono@unipma.ac.id abstract: this research aims to reveal the role of community in tourism development and formulate a communitybased tourism in historical tourism areas of kresek monument in kresek village, wungu district, madiun regency, east java. this research is carried out with a qualitative explorative method. data was collected through in-depth interviews, observations, focus group discussions, and the study of documentation. data validity was obtained through source triangulation. data analysis with interactive analysis model. the result shows that the people succeeded to transform historical trauma into tourism potential through various recreational and educational activities, but the absence of synergy of policies among the stakeholders becomes a hindrance in developing the historical tourism area. through a series of focus group discussions, the model of community-based tourism (cbt) was formulated for the empowerment of people in developing tourism in the historical tourism areas in kresek village. the community is actively involved in the selection, planning, and evaluation the tourism development. these models can be implemented in rural tourism development. the result of implementation models can contribute to the improvement of the economy and standards of living in the local community, the sustainability of tourism, and environmental conservation. the result of the implementation model can contribute to the improvement of economic standards of living in the local community, the sustainability of tourism, and environmental conservation. keywords: community-based tourism, historical tourism areas, village history article: submitted 17 february 2021 | revised 24 may 2021 | accepted 10 march 2021 how to cite: soemardion0, b., hartono, y., soebijantoro. (2021). community-based tourism in kresek village madiun east java. international journal of applied sciences in tourism and events, 5(1), 21-30. doi: http://dx.doi.org/10.31940/ijaste.v5i1.2366 introduction madiun is an important landmark in the history of indonesia. there are many historical footprints left, among others, are historical sites. a historical site is a place which has historical value and social significance. in madiun, there are plenty of historical sites that have the potential as a tourism asset, among others, is the kresek monument. this monument depicts the occurrence of the indonesian communist party rebellion in madiun in the year 1948. such event left a collective memory and deep inner wounds for the people of madiun, not only directly it became the witness of history, but also for the next generations. syafii maarif called this madiun affair in 1948 left all kinds of wounds and traumatic collective memory. the kresek monument was built to commemorate the merit of those fallen heroes in that event (gie, 1999). a traumatic tragedy repeated itself in the event of the indonesian communist party rebellion. research by aquarta and soebijantoro shows that the indonesian communist party rebellion event was influential in the people’s psychological condition due to trauma from the event which had happened twice in their region. the presence of kresek monument was getting more social significance for the local community and indonesian people in general (aquarta & soebijantoro, 2014). kresek monument has become a historical tourism area that is often visited. this historic monument is packed with visitors during the holiday season and on weekends. meanwhile, on weekdays there are only tens of visitors who come for recreation. on saturday and sunday, the number of visitors can reach 500 people per day. whereas in the holiday seasons such as eid or http://dx.doi.org/10.31940/ijaste.v5i1.2366 international journal of applied sciences in tourism and events 23 new year, it can reach about a thousand per day. the people have been actively involved in the development of kresek monument historical tourism site development. the community organizes itself in a tourism awareness group of kresek village, namely “mekar group”. according to yusnikusumah and sulystiawati, the participation of local people in tourism management and tourism potential is a strength that distinguishes them from tourism areas (yusnikusumah & sulystiawati, 2016). the existence of the mekar group in kresek village is interesting to be exlpored in connection with its empowerment in the development of kresek monument historical tourism site. this study formulated a community-based tourism (cbt) model in strengthening the existence of the historical tourism area of the kresek monument. the cbt model developed is unique because it is applied to communities in tourist areas with deep historical trauma as a novelty. the cbt model is directed at empowerment and independence of the community to achieve the success of tourism programs and their development based on historical tourism. cbt is an approach of empowerment which involves and puts the people as the doer is important in the context of the sustainable development paradigm. cbt offers the opportunity to move the whole potential and dynamics of the people to balance the role of big-scale tourism business doers. cbt does not mean merely local and small effort, but it should be put in the context of community cooperation globally. the local community plays an important and main role in decision making which influences and provides value to their lives and environment (usman, 2008). in the concept of cbt, it is contained within a concept of people empowerment which is always connected to the characteristic of the people. the empowerment of people started with creating a conducive condition and circumstances which may allow the people’s potential to develop. in achieving the goal of empowerment, numerous attempts can be carried out through various strategies, namely: 1) property and character that are more uniquely organized in a smallscale, a type of tourism to ecologically safe, and does not cause negative impacts as the ones resulting from the type of conventional tourism; 2) developing small-scale tourism objects and attractions and can be managed by local communities and entrepreneurs; 3) local community involves themselves in enjoying the benefit of the tourism development and it is more empowering the people (nasikun, 2000). cbt is most commonly practiced in rural contexts (mtapuri & giampiccoli, 2020). there are two models in the cbt, namely formal planning and emphasis on profit, and participation in planning and concerned with the balance of management in developing and planning the tourism. the second model emphasizes the effects of tourism (garrod, 2001). external facilitation is needed in the cbt. good business mentoring must be provided to the local community so that they can eventually manage their enterprise effectively (scheyvens & russell, 2010). in managing tourism development with cbt approach, the government is an advisor of human resources, coordinator, and facilitator; participation of stakeholders as a tour operator, and travel agent to start a new business. in cbt, there is the equitable sharing of benefits, the use of local resources is sustainable which is managed by the community, the strength of local communities, and the link between regional and national with the global market to improve the activities of tourism (yaman & mohd, 2004). cbt is also specific about its market. from a demand-side perspective, cbt enables tourists to discover local habitats and wildlife, celebrates and respects local cultures, rituals, and wisdom (ardianto, 2012). as such, cbt should not be seen as a short visit, but specific circumstance and specific products. services should also be viewed with a positive approach provided it is circumscribed within the various characteristics, include: ownership and management by the local community for their benefits, and also in the control (jugmohan & giampiccoli, 2015). cbt is most commonly used as a development strategy in developing countries, although it is also can be applied in developed countries, and its origin and characteristics are linked to an alternative development approach (mtapuri & giampiccoli, 2014). the alternative more holistic approach of cbt recognizes that benefits can be a combination of social, economic, environmental, and cultural (hasan & islam, 2015). development strategies consist of attraction development, facility and accessibility, community empowerment, and additional development strategies consisting of promotion and tourism organization development (damanik & pratiwi, 2017). if only use the theory of the international journal of applied sciences in tourism and events 24 strength of weak ties to explain cbt development, the existence and importance of efforts towards community-wide betterment are hindered. on the other hand, relying too much on community field theory may obscure the importance of linkages to outside the community for the development of cbt (trejos & cascante, 2010). future theoretical efforts may want to incorporate a diachronic approach, which may involve an explanation of the evolution of networks and the formation of the community field. cbt is tourism development that considers the sustainability of the environment and culture. this concept is used to achieve sustainable tourism. cbt is a community development and environmental conservation (suansri, 2003). this means there are some paradigms in tourism development for maintaining tourism and empowerment which involve and puts the people as the doer is important in the context of the sustainable development paradigm. tourism development is a part of the development of the creative economy sector. there are many benefits from tourism development. tourism is an economic sector that has been proven to alleviate poverty in the area because the management of tourism, it will have a trickledown effect for the local community (rohim, 2013). further, with community-based tourism, the community or local people play an integral role in decision making and provide merits for lives and the environment. methodology present the materials, methods, survey, questionnaire etc. used for the study. author should explain whether this study is experimental, or review study, or simulation based or survey based. discuss software, hardware’s used during study with their brand names. mention all research conditions, assumptions, theories followed. this section should be easy enough for any reader to repeat the study under similar conditions. this research method is a qualitative explorative. data collecting is carried out through observation, interview, focus group discussion (fgd), and study of documentation. observation is performed with non-participative direct observation in various tourism development activities. the interview is carried out an open interview with a list of questions that have been systemized based on the initial picture obtained as well as independently through fgd. the informers are the members of the mekar group, local people, village head as well as relevant officials. the selection of those informers is performed selectively based on the data requirement. in addition to collecting primary data, secondary data is also collected. such data are the profiles of “mekar group”, data of the area in general, and data concerning the tourism in the research site from the book and another source of literature, as well as the search of various information published in both electronic media as well as print. the researcher also collecting visual data in the form of photos and videos. data validity was obtained through source triangulation. the data analysis of this study adheres to the steps of qualitative research with an interactive analysis model, namely: data reduction, data display, and verification/conclusion (moleong, 2011). data reduction encompass the selection process, focusing, simplification, abstraction, data transformation, and categorization to simplify data organization. from that process, data display is carried out to be arranged systematically by showing the relation between data flow and depicting what has happened to facilitate the writer to conclude. the conclusion is carried out since the data collecting phase by recording and signifying the phenomena which display order, repeating condition, as well as dominant patterns or model. results and discussions results kresek village has a total area of 421 ha/m2 in a hilly territory with a land slope of 10 degrees, the average temperature of 33o c. kresek village is led by a village head. kresek is a fertile area with abundant water availability from the water spring of mount wilis. the habitants mostly work as farmers and farm labor. kresek village has a natural tourism potential such as in grape, agrotourism, and historical tourism. its worldwide historical tourism is the kresek monument. international journal of applied sciences in tourism and events 25 kresek monument has a total area of 2 ha. kresek monument is a more easily accessible tourism area by the people of madiun compared to other tourism areas such as sarangan tourism in magetan and ngebel lake in ponorogo, east java. from the city of madiun, its distance is only 15 kilometers. kresek monument was built in 1987 and completed in 1991. the historical event behind kresek monument was the rebellion of the indonesian communist party which took place in madiun in the year 1948. the area of madiun was selected as a place to execute such action due to its highly strategic area and far from the center of government. madiun was developing as a primary communication center which was not only connected with the main road of trans-java and railroad which connected surabaya and west java, but also because it had plenty of rice fields, plantation areas, and the existence of port located in pacitan in the south beach of java (andreson, 2003). madiun had a strategic area, from economic aspect, area typology and military especially the air force because of the presence of iswahyudi airport. it had plenty of sugar factories, such as rejoagung sugar factory, kanigoro sugar factory, pagotan sugar factory, redjosarie goranggareng sugar factory, sudono geneng sugar factory, purwodadie glodok sugar factory was viewed to meet the economic standard. the existence of a train workshop which was located near rejoagung sugar factory and a rail track that connected surabaya-jakarta also gave an added value to the city of madiun. the typology of the area which is flanked between 2 mountains, namely mount willis and mount lawu was also a strategic area to defend from an attack and escape. the event in kresek village commenced when the pack of indonesian communist party escaped with its prisoners because they were chased by the siliwangi army. when they took cover from the chase of siliwangi army, in the middle of the way, they turned into the house of a citizen named rajiman. in that house, all prisoners were killed, but there was a victim which remained alive, named suyud. suyud drowned himself in the pile of dead victims. after the pack of the indonesian communist party members went away, he came out and asked for help from the citizens. in that former house, a pavilion was established. in the monument area, there are several sculptures and reliefs which have their meanings. in the entrance gate, there are 5 (five) sculptures of children and youths. further, a large sculpture of a man carrying a machete was swung to a kneeled-down theologian. some people still misunderstood and mistook that large sculpture. they thought the sculpture showed the mightiness of the indonesian communist party, whereas it was meant to depict the ruthlessness of the indonesian communist party. parents told their children to convince them that it was true that the indonesian communist party members were killing the theologians. on the wall, there was a relief which depicted the chronology of the indonesian communist party rebellion event in madiun in the year 1948 and also a message to the young generation to always preserve pancasila and the constitution of indonesia of the year 1945. even so, such relief is still not clear enough to depict the event’s chronology. another sculpture is the sculpture of the victims lying around with an inscription of the names of the victims. since 2012, the kresek monument tourism area is getting more and more developed. from a spatial aspect, a garden was made surrounding the monument by the environment office of madiun regency. the monument has also been equipped with a bath, wash, toilet facility from the tourism office. on the westside, children’s play rides were built such as flying fox, swing, seesaw, slide, mini train, birdcage, to be suitable for family recreation. a joyful stage was also built for large-scale activities. around the monument, culinary tourism is also available. there are plenty of food stalls managed by the village’s community. those stalls provide a wide range of menus such as pecel (a traditional culinary), gram fish, soto, rawon (traditional culinary), and mushroom satays. the sellers are organized and they hold regular meetings. visitors on saturday and sunday can reach 500 people per day. the crowd is at its peak usually on the last weekend of the month. meanwhile, during the holiday season such as eid or new year, it can reach 1.000 visitors per day. the price of the admission is rp 3.000 per pax, however, it is free on regular days. since the garden layout is available, there is an increase of visitors who come to the kresek monument tourism location. many of the visitors utilize it as a location for preceding without any additional charge. international journal of applied sciences in tourism and events 26 the main source of income is the retribution from visitors and parking. the visitors of the monument from year to year gradually increase. based on the memorandum of understanding (mou), the composition of revenue contribution from the kresek monument is 50% for the regional government of madiun regency, 25% for management, 15% for the village government, and the remaining 10 is for “mekar group”. the management, in this case is 5 (five) employees with 4 people bearing the status of government employees and 1 person a contractual employee. village revenue of 15% goes into the cash of village owned enterprise. the mekar group initially was the community of the people who care for kresek tourism that is already a legal entity. starting from the year 2005, they started to manage kresek with an independent fund. the target of their activities is for kresek to be highly visited. the type of activities is, among others, aerobic gymnastics and minion markets around the monument territory. the existence of the mekar group began from the initiatives of people who care about the tourism asset in their region. in the year 2018, it changed into the mekar group after the issuance of regional regulation of east java province number 6 the year 2017 concerning master plan of building the east java province tourism for the year of 2017–2032. also in that year, the management of kresek monument tourism area was transferred into the mekar group through mou between the regional government with pokdarwis. the committee of the mekar group is authorized through the decision letter of the village head. the current president of the mekar group is heri purwadi, assisted by vice president juwanto, secretary tri sugiatno, and treasury jiono. total members are around 40 people. discussions by the mou, the kresek monument tourism activity is fully managed by the mekar group. the mekar group is obliged to guard the sapta pesona and provide awareness to the people concerning the importance of sapta pesona to create a good impression for the kresek monument tourism area, and therefore expected to increase revenue. sapta pesona is safe, orderly, clean, beautiful, friendly, and memory. in practice, it is still not fully managed by the mekar group. the government of madiun regency still assign some of their employees to manage the monument, which comprises of 5 (five) employees with 4 people bearing the status of government employees and 1 person a contractual employee. the main challenge in developing the kresek monument tourism area is that there are still traumatic emotions from the nearby people. there is also a haunted impression from the kresek monument. the initial purpose of the construction of the monument which was built in the new order era is indeed to commemorate the ruthlessness of the indonesian communist party, and therefore the buildings within it also give a scary impression. there are still visitors who are reluctant to spend their money surrounding the monument. some of the mystical occurrences such as possession which have been experienced by the visitors also add the haunted feeling. the community of kresek village does not have the guts to alter the initial buildings in the monuments such as the sculptures of victims of the ruthlessness of the indonesian communist party. to abolish the feelings of trauma and haunted impression, the community of kresek village held several entertainment events such as puppet shows and music, in partnership with a sponsor, as well as a leisure walk with a motorcycle door prizes. the community of kresek village also facilitates the development of educative tourism “dairy cows” for students, so that they come to kresek not only to learn from historical tourism. pokdarwis also plays a role in developing tourism area infrastructure such as the construction of connecting bridge with another tourism area. the construction of the bridges is sponsored by pt. inka madiun (a railroad company). the bridge encourages connectivity between the tourism area in kresek and its surrounding territory. the absence of synergy of policies among the stakeholders of kresek monument tourism area is also one of the hindrances in developing the kresek monument tourism. the synergy of policies should exist between tourism office, environmental office, the village government, and “mekar group” itself. several times ago, there was an initiative from the people to develop rice fields village tourism but it did not receive enough response from the village party. the motivation international journal of applied sciences in tourism and events 27 of the people to develop the tourism area is big enough, but it is still not yet facilitated by the stakeholders in kresek village. regional regulation of east java province number 6 in the year 2017 concerning master plan of building the tourism of east java province for the year 2017–2032 mentioned that one of its people empowerment program is increasing the capacity and role of the tourism awareness group (kelompok sadar wisata/pokdarwis) in the development of tourism, and realization of tourism awareness in the tourism destinations of east java. based on the results of the fgd, the model of community empowerment was formulated by adopting the cbt development models as follows. the stages of the cbt implementation strategy in the development of the kresek tourism village in more detail are as follows. table 1. the stages of the cbt implementation strategy in kresek village step activities description planning identification of potential and problems potential and historical tourism development of kresek monument, “dairy cattle” educational tour, grape nature tourism, kajar agrotourism, dongkrek art and culture tour formulating tourism village profiles (vision, vision, mission, goals, strategies and programs for developing tourist attractions cbt of kresek village organizing & developing human resources planning program socialization & implementation formation of a tourism village pilot team implementing evaluation identification of potential and problems formulating tourism village profiles (vision, mission, goals, strategies, programs) monthly meeting building stakeholder commitments promotion and publication periodic meetings with stakeholders independent & empowered community, glorious tourism figure 1. cbt of kresek village international journal of applied sciences in tourism and events 28 mission, goals, strategies) implementing formation of a tourism village pilot team the formation of the team covers the fields of historical tourism development, educational tourism, nature tourism, agro-tourism, cultural arts tourism, culinary, homestay organizing & developing human resources tour guide training, comparative study of each field, print and digital tourism information management skills. building stakeholder commitments local government (department of tourism, office of environment), village government, local entrepreneurs program socialization & implementation internal socialization in society important and urgent program priorities promotion dan publication promotion of tour packages and management of printed and tourist information (pamphlets / brochures/ tourist maps) and digital (websites, social media) evaluation monthly meeting evaluation of tourism village management activities periodic meetings with stakeholders evaluate tourism village management activities with stakeholders regulary the tourism activity should at least include three dimensions of interaction, namely: cultural, politic, and business (usman, 2008). in cultural interaction dimension, the tourism activity provides the means for cultural acculturation of various ethnicity and nationalities. through tourism, the culture of traditional agricultural society meets and harmonies with the culture of industrial modern society. such culture greets each other, touches one another, adapts to each other and often, it creates new cultural products. in the dimension of political interaction, the tourism activity can create two possible extremes, which are friendship between ethnicities and among nations, and on the other side, the types of exploitation oppression or neocolonialism. on the other hand, through tourism, each ethnicity and nations can discover or get to know the disposition, will and interest of other ethnicities and nations, but on another note, it can create a form of dependency, such as dependence of state revenue to the tourists from another country. in the dimension of business interaction, tourism activities offer the collision of a business unit which provides various necessities for the tourists. the form presented by these business units can be of local, national as well as international scale. the development of tourism is aimed for economic interest, such as adding employment opportunities, increasing the state income as well as regional income. cbt is a relevant concept for the empowerment of people in the development of tourism in the kresek village. the empowerment of tourism awareness groups should be carried out continuously in extracting, preserving and conserving the tourism potential. the increase of the role of society in the development of tourism requires various empowerment effort, for the people to be more actively and optimally involved as well as receiving positive benefit from construction activities which are carried out to increase their welfares (rahim, 2012). the local institutional aspect must be taken into account in designing a model of sustainable development in an area. this is so that problems that arise can be eliminated as early as possible and alternative policies can be obtained that should be adopted by policymakers, strengthened by local rules, and local government laws (widhianthini, 2017). community participation in tourism consisted in making a decision, and concerning the acceptance of advantages in tourism development (timothy, 1999). the organizing of local community in the development of tourism is a cycle that consists of several stages, namely: the stage of integration, mapping issues, potential and problems, the design of joint action, activity implementation, monitoring and evaluation, reflection, and the absence of feedback to re-mapping issues, potential and problems (andini, 2013). community international journal of applied sciences in tourism and events 29 empowerment is carried out seriously, from, by, and for the people in participation. the emergence of the people’s participation lies the foundation of two perspectives. first, the involvement of local community in the selection, design, planning and execution of the program to the lives of the people. second, transformational participation as a goal to transform weak and marginal conditions into empowered and independent. the coaching pattern of people empowerment in developing the tourism object is emphasized on the participation of the people. empowered varies in the meaning of the philosophy of living in community, education, skill, attitude/manners, social rules, tradition, even to the appearance of the society itself (sastrayuda, 2010). the people are involved in the selection, planning and execution of the program, so that there is a guarantee of attitude pattern and mindset as well as values and knowledge that are also being considered. the people can create tourism products that have a competitive and comparative advantage to enhance and facilitate the potential for community and tourism potential to improving the welfare of the local community (purnamasari, 2011). in kresek village, since the beginning, the community has been initiative and active role in developing the kresek monument tourism area. the community have succeeded in transforming a community history trauma into tourism potential, but they have not yet obtained sufficient facilitation from the stakeholders in kresek village. the synergy of policies among the stakeholders becomes a hindrance for the tourism development area. cbt model is relevant for the empowerment of people in developing tourism in kresek monument tourism area. the community is actively involved in the selection, planning and carrying out the tourism development, empowerment and independence of the people. empowerment is started by creating a conducive situation and conditions which allow the people’s potential to be developed. people empowerment is carried out by, from, and for the people in participation. the emergence of the people’s participation in the foundation of two perspectives, which is the first, the involvement of the local community in the selection, design, planning and execution of the program to the lives of the people, and second; transformational participation as a goal to transform weak and marginal condition into empowered and independent. empowerment is started by creating a conducive situation and condition which allows the people’s potential to be developed. such an attempt can be performed through the extraction of various properties and unique characters which are organized in a small-scale, developing small-scale tourism objects and attractions by local communities and businessmen. imaging such as the appearance of the people as well as the appearance of the existing environment is also an attraction that is as important in inviting and attracting the tourists. therefore, it should be preserved and maintained, especially the appearance that makes tourists feel secure, peacefull, and rise living spirit to create and have a better attitude. the ability of the people in providing various necessities for the tourists, ranging from the ability to accept or ability in presenting numerous attractions and required information, to the ability in making souvenirs that are special and interesting for the tourists. ideas from the people need to be cultivated and developed continuously. the skill possessed by people is also the key to the development of tourism. the skill in providing a range of tourists necessities, whether in the form of displaying attractions as well as required information, to the skill in making souvenirs which are special and interested by the tourists. the skill possessed by the people is highly connected with creativities and ideas or notions owned by the people, as such the coaching of creativity should always be cultivated and developed. tourism development should be able to be sustained and maintained in the future. it is necessarily a commitment from all parties to maintain the sustainability of the natural, social, economic, and local culture as a basic capital of tourism. the sustainability of local culture is important in tourism development. this is a key issue in the cbt program that it should aim to allow the visitors to experience the lifestyle of the local community as a way for them to learn about the local culture (kayat, 2014). this model can be implemented in rural tourism development. the result of the implementation model can contribute to the improvement of international journal of applied sciences in tourism and events 30 economic standards living in the local community, the sustainability of tourism, and environmental conservation. conclusions since the beginning, the people have been initiative and active role in developing the kresek monument tourism area. the community has succeeded in transforming a community history trauma into tourism potential, but they have not yet obtained sufficient facilitation from the stakeholders in kresek village. the synergy of policies among the stakeholders becomes a hindrance to the development of the tourism area. through a series of the focus group discussion, the model of community-based tourism (cbt) formulated for the empowerment of people in developing tourism in the historical tourism areas in kresek village. the community is actively involved in the selection, 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(2016). evaluasi pengelolaan ekowisata di kawasan ekowisata tangkahan taman nasional gunung leuser sumatera utara. journal of regional and city planning, 27(3), 173–189. https://doi.org/10.5614/jrcp.2016.27.3.1. ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 126 sustainable tourism management model for tegenungan waterfall, gianyar ni made sudarmini1 cokorda istri sri widhari 2 ni wayan sukartini 3 politeknik negeri bali email: madesudarmini@pnb.ac.id1 abstract in general, the aim of this research was to design a model for the management of tegenungan waterfall tourist attraction located in gianyar regency. the data were gathered through interviews, observation, questionnaire, and documentation. data analysis was conducted using descriptive statistics, adopting a descriptive qualitative method. the findings of the study are expected to be useful for the management, local society, government, and politeknik negeri bali. the results of the data analysis showed that the management model suitable to be applied to operate the tegenungan waterfall attraction pointed to the establisment of the tegenungan waterfall attraction management board which should involve four stakeholders, namely community, businessmen, government, and universities. keywords: tourism, waterfall, tegenungan, model. introduction bali as a world tourist destination is not only famous for its unique arts and culture, but also has a beautiful panorama. tourism developed in bali is a cultural tourism that is inspired by the teaching of hinduism and the philosophy of tri hita karana as the main potential whereby tourism can serve as a vehicle for its actualization, resulting in a dynamic interrelationship between tourism and culture that makes them develop synergistically, harmoniously and sustainably so as to provide prosperity to society, cultural and environmental sustainability (perda provinsi bali, 2012). the combination of art, culture, customs and beautiful natural panorama has attraced many tourists to visit bali. compared with other sectors, tourism is the most rapid sector in terms its development; this is because bali has many tourist attractions, such as nature tourism, historical tours and cultural tourism. tourism, as an activity that directly touches various aspects of life and involves the community, has an impact on society. such impact, be it socio-cultural, socioeconomic or environmental, as well as the increase of the balinese population, due to the urbanization of the population from outside bali, of the livelihoods of the people of mailto:madesudarmini@pnb.ac.id ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 127 bali and beyond bali, have led to the fact that local tradition has tended to change, that the religious rituals become more lively due to the increase of income (wijaya, 2015). to maintain the existence of bali tourism in the future, tourism development should always prioritize sustainable tourism development. suistainable tourism provides positive benefits for people's lives and environmental sustainability (damanik, 2006; butarbutar, 2012). sustainable tourism development can cancel out the negative impacts to improve the quality of life of people and tourist destinations (yazdi,2012). sustainable tourism is tourism that can meet the needs of the present and the future, does not damage the environment and local cuture to be inherited to future generations. in principle, sustainable tourism is tourism whose activities still pay attention to the balance of nature, environment, culture (ene, 2010) and economy so that tourism can continue. in other words, the management should be able to provide economic benefits for all stakeholders, be it government, private sector, and local communities. in sustainable tourism, tourists who come not only have fun, but also get more experience in order to gain insight and development of knowledge for themselves. the attitudes to be displayed by tourists when visiting a region to support sustainable tourism include: responsible, in the sense that it does not cause natural and cultural damage to the area they visit; respectful, in the sense that they respect the customs and culture of the inhabitants of the destination (hasan, 2014). gianyar regency has tegenungan waterfall as a tourist attraction, located in banjar tegenungan, kemenuh village, sukawati district, gianyar regency, bali. in 2011 desa kemenuh was proclaimed as a cultural tourism village expected to maintain cleanliness and environmental sustainability. the location of tegenungan waterfall is very strategic, which is close to sukawati art market, trekking kalker train kaler village kemenuh, and on the same route to other tourist attraction in gianyar supported by good transportation system. this tourist attraction has good potential and deserves to be developed as ecotourism in gianyar, because it brings about positive contribution to society, i.e. increasing income and employment (setiawan, 2010). management of this attraction is currently run by the local community, and the average number of tourist visits to this object is 500 people per day. this potential still needs to be developed because it has not been managed properly, which can be seen from the supporting facilities that have not been adequate. the absence of a life guard responsible for the safety of tourists who use waterfalls to bathe have led to the death of tourists. in addition, the excavation of rocks in the ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 128 upstream river around the object has caused the water to be murky leading to the damage of the environment. the management has no authority in regulating or prohibiting the existence of this excavation and the involvement of gianyar regency government is undoubtedly required in arranging it. the future challenge in managing this attraction is to realize sustainable tourism, which is able to utilize natural resources optimally so as not to cause environmental damage, and tourists respect the social culture of local communities so that sustainable economic benefits can be distributed fairly to all stakeholders around the tourist attraction. a management model is needed (mowforth, 200), which can answer the sustainability of the waterfall tourist attraction. from the background of the problems described above, in general the purpose of this research is to formulate the tourism management model of tegenungan waterfall tourism in gianyar regency to realize sustainable tourism. to arrive at the model, the following were be analyzed: (1) the perception of tourists to tegenungan waterfall in gianyar regency; (2) community participation in managing tegenungan waterfall in gianyar regency; (3) the management of the waterfall tourist attraction; (4) the constraints faced in managing tegenungan waterfall in gianyar regency. literature review tourism management is fundamentally an activity to arrive at sustainable tourism. the three pillars of sustainability are sustainability in economiy, socio-culture and environment (pitana, 2009; asker, 2010). management means controlling, organizing, running or managing. management includes aspects of tourism resource management, organizational crisis management, finance, marketing, human resources, production and operations, as well as management information systems. these aspects are interconnected and addressed by each different division to achieve a goal (mowforth, 2000; husein, 2005; pitana, 2009). management and policy were the most important two dimensions influencing the sustainable tourism development (wang, 2016). community participation in developing sustainable tourism is very important, which can start from planning, implementation, monitoring and evaluating programs, and utilization (yang, 2014; budiasa, 2014). local communities’ participation in decision making, empowerment, and community knowledge about tourism do affect the sustainability of rural tourism development (fong, 2015). ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 129 the elements that determine the success of a tourist destination are (a) attractions including natural and artificial attractions; (b) accessibility to location (access,) such as the availability of local transportation, whether land, sea or air, as well as supporting facilities and infrastructures; (c) amenities such as accommodation quality, restaurant, financial services and security; (d) support services provided by the government and the private sector (anciliary service) including regulations and legislation on tourism (yoeti, 2008). pigure 1 conceptual framework method this research was conducted at tegenungan waterfall in gianyar regency. the number of respondents who participated was 100 tourists, and 30 local people. the informants were managers/public figures who know the management of tegenungan waterfall. reqruitment of the respondents was conducted using accidental methods, while the determination of informants was conducted using purposive sampling method. the data were collected by interview, observation, questionnaire, and documentation, subsequently analyzed using (1) descriptive statistic technique (yazdi, 2012), (2) qualitative descriptive analysis, i.e. describing phenomenon or relationship object potential attraction access amenities anciliary service community participation planning implementation monitoring and evaluation utilization sustainable tourism economy, socio-culture environment management model 1. current management tourism resources crisis management organization finance marketing human resources production and operation information system aspect management 2. constraints in management internal external structural ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 130 between phenomena studied systematically, factually, and accurately (kusmayadi, 2000). result and discussion tourists’ perception tourist attraction is everything that has uniqueness, such as natural beauty, social and cultural life which become the target or purpose of tourist visit. broadly speaking, the factors that cause tourists to visit a tourist attraction can be grouped into four, namely (1) tourist attraction (attraction), (2) accessibility to access (access), comfort (amenities), and support services provided (anciliary service). the average number of tourist visits per day was 500 people, and could even reach 800 people during holiday season. the majority of them were foreign tourists. the result showed that tourists' perception on tegenungan waterfall tourism attraction located in gianyar regency could be categorized as "good", the average score being 2.63, as shown by table 1 below. table1 tourists’ perception on tegenungan waterfall in gianyar regency no. tourists’ perception average remark 1. attraction 2,80 good 2. accessibility 2,77 good 3. amenities 2,48 fair 4. ancillary service 2,49 fair averages 2, 64 fair source: research 2017. tourists can enjoy the beauty of natural panorama (waterfall) and can also do other activities such as bathing or trekking. a total 100 tourists stated that this tourist attraction has a beautiful panorama, and can be caterized as "interesting to visit", with the score being 2.80. the result of analysis showed that accessibility to reach the location was in the "good" category, with the score being of 2.78. access to this location is very easy, can be reached by either two-wheeled vehicles or four-wheeled vehicles, or even tour buses because the road to the location is good. in addition, the location of this tourist attraction is in a very strategic route; from denpasar to gianyar we can take ida bagus mantra highway, and is close to sukawati art market and on the same route to other sights like goa gajah, ubud, kintamani. the only things not yet available are (1) public transportation passing through these attractions. public transportation is very important ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 131 for individual tourists, since most of them organize their own journeys without the help of travel agents, relying heavily on public facilities; and (2) a location sign board that makes it easy for visitors to locate the tourist attraction. the results of the study indicated that the facilities required by the tourists are not yet optimally available, for example there was no atm machine, money changer, tour guide, certified life guard, wifi, health facility for first aid to tourist (p3k). the amenities of this attraction were perceived by the participants as "poor", with the average score being 2.48. according to the tourists (participants of the study), the ancillary service available in tegenungan waterfall was "poor", with an average score being 2.49. in the vicinity of the waterfall there are no other support services, such as travel agents, tourist information. tourists feel that the manager has not provided optimal supporting services. for example, tourists who need information about hotel felt that no one served them. community participation community participation in developing sustainable tourism is very important, whereby the goal is to provide welfare for themselves while maintaining the quality of the environment, and protecting their social and cultural life, so that its implementation can support the achievement of the three pillars of sustainability, namely economic, socio-cultural and environmental sustainability. community involvement can start from planning, implementation, monitoring and evaluating the program. the analysis of the level of public involvement can be used to describe the extent to which the people of tegenungan village participate in its management which can be illustrated by examining their authority and responsibility. because the village acted as the manager, therefore all the people got involved fully from the planner, implementation, monitoring & evaluation of the program, and utilization of program results. decisions were made through meetings among the village people, where everything was discussed and decision was made through deliberation. in every decision made, there must be pros and cons, which affected the social life of the village. for example, in planning to provide a cctv for the security of visitors, managers had to conduct meetings and the decision could only be implemented after an approval from the village was obtained. it was also true of the participation in utilizing management results: groups such as family welfare education, youth social ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 132 organization, and traditional musical ensemble all got funding for every activity they conducted resulting in good socio-cultural life. the management of the waterfall attraction tegenungan waterfall is located in kemenuh village, sukawati district, gianyar regency. tegenungan village has of 1 (one) banjar, namely tegenungan banjar, so that tegenungan banjar is at the same time tegenungan village. the result of interview with an informant, mr. i gusti made raka, the current manager, and some people from the village, showed that the existence of the waterfall as a tourist attraction was realized by the community in 1988 when udayana university students carried out their community service in kemenuh, sukawati district, gianyar regency. at that time the students realized that the waterfall in tegenungan had a very beautiful scenery and had the potential to become a tourist attraction. in 2002 in accordance with the results of a village meeting, the community is allowed to issue admission ticket for people who want to visit the waterfall. and the revenue was deposited to banjar to become cash for banjar. with the increase in tourist visit to the tourist attraction, from 2004 until 2014 in accordance with to the decision made in a village meeting, the waterfall management was agreed to be run by one of the village members. this was because village people felt that they did not have the ability to manage the attraction, and they only wanted to receive the net result for the village cash. this tourist attraction grew and became popular both nationally and internationally since then, where more and more tourists had been visiting the tourist attraction leading to increased fund coming into the village. because it was considered to be growing, then from 2015 until now its management was taken over by the village, where village leaders acted as the head of the management. on the basis of the results of observations and interviews with the manager, it can be concluded that this object has not been managed properly. this can be seen from the implementation of management by the management. all management is done by the managing chairman, but is does not yet have an organizational structure that governs the tasks and responsibilities in the management. 1). management of tourism resources basically, the management of tourism resources is an activity to achieve the objectives of sustainable tourism, whether in terms of economy, socio-culture, and ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 133 environment. managers are required to carry out effective resource management to ensure protection of ecosystems and degradation of environmental quality. the management has done some improvemen, for example making a better stairs to facilitate the tourists who want to visit the location. in addition, for the security of tourists, railling has been placed on the stairs. although the surrounding environment was still beautiful, the problem was the parking lot that was still not well organized. this was because the parking lot at this time was still owned by individual village members. 2). marketing management marketing planning reflects the relationship between tourism products and its market. tourism marketing strategy includes three elements: 1) market diversification; 2) quality improvement; and 3) season extension (tourist arrivals). destination marketing is an effort to empower all the elements of the tourist attraction available and to design an event that can attract tourists on a regular and repetitive basis year after year. the results of interviews with the head of management of the waterfall showed that the manager does not have a specific strategy to market the waterfall. the manager had no cooperation with other parties (travel agents) to market the attraction; instead, they relied on mouth-tomouth promotion by the visitors. this finding was consistent with the results of observation: the researchers have not found any brochure as one of the promotional tools in the research site. 3) human resources human resource management in the tourism industry is a series of activities undertaken to open new opportunities for people who want to join the world of tourism. management of tourism resources in question concerns how organizational leaders develop their members to become a skilled manpower of tourism. the number of workforce was 49 people, all of whom were the residents of tegenungan village, recruited with no consideration of education level, competency or age. so every member of the village who wanted to participate in the management will be accepted regardless of the competence they had. for example, the life guards who were very important to ensure the security of tourists were recruited from the village security force (pecalang) having no competence to become life guards. the employees could be groupped into 4 (four) groups, namely parking attendants, ticketing staff, cleaning staff, ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 134 and security officers. the management has not conducted any training to improve the employees' ability. 4) financial management financial management is a very important issue to raise the trust of the village members to the management. up to this time, the only thing that the management has done was directly depositing the money received every day to the village credit institution (lpd). the amount was determined from the number of tickets sold. the admission ticket to enter the attraction is 15 thousand rupiah for foreign tourists, 10 thousand rupiah for domestic tourists, and 5 thousand rupiah for local tourists (balinese). financial reporting from the manager was done every month during a meeting. 5) organizational management since the attraction was run by the village, any decision made should come out of a formal village meeting. therefore, the management of the attraction was basically the same as the management of banjar in bali. 6) crisis management crisis management in tourism industry is a very essential component, used not only to identify kriris but also to limit its impact on the organization, tourist destination, and related industries. in relation to the management of the waterfall attraction, the problems that might have an impact on the sustainability of the attraction included the of pros and cons among the community members against the head banjar as the manager, the excavation in the upstream of petanu river that made the water murky, the arrangement of buildings around the waterfall, and the competition between the village of tegenungan and blangsinga village to claim over the waterfall. the current management did not have any clear concept as a solution to solve the problems. management constraints the results of interviews with managers indicated that there were various constraints evident in the operational activities of the waterfall. all of the constraints were grouped into 2 (two), namely internal and external issues. internal problems were all problems that existed in the village that brought about some impact on the ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 135 management of the waterfall, such as human resource capabilities, pro and contra attitude within the community, the arrangement of parking lots. while external problems were problems that came from outside that had an impact on the management of the waterfall, such as the excavation, arrangement of the environment. the constraints can be explained as follows: 1). human resource capability the community involved in the management did not have competence as required. in accordance with the results of the village meeting, all village members were welcome to participate in the management with no consideration of competence. 2). pros and cons attitude this attitude was triggered by the distrust of some village members against the manager. those in the contra position showed indifference to the existence of the waterfall. this distrust concerned liability of the money received from the sale of admission tickets. according to the manager, such pros and cons attitude had a negative impact on social life of the society. 3). arrangement of parking lot since currently the parking lots belonged to individual village members, consequently they were not well organized. 4). arrangement of the environment in the upstream of the petanu river there was an excavation that could destroy the environment and the river water became murky, so the view of the waterfall became unattractive to visitors. in addition, the existence of buildings which belonged to individual village members might cause damage to the natural scenery around the waterfall. the management did not have the authority to regulate it, because it was the authority of the government to regulate it. if the solution to problems caused by the external factors were not sought, then it could bring about a negative impact on the sustainability of the waterfall as a tourist attraction. ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 136 5). conflict potential there was a conflict potential with the neighboring village, blangsinga village, concerning the naming of the tourist attraction, because the original name of the waterfall was srogsrogan waterfall located between the tegenungan village and blangsinga village. naming it tegenungan waterfall is likely to indicate that this waterfall belongs to the tegenungan village. this has the potential to create conflicts between the two villages in the future, because blangsinga village wants the name of the waterfall to be returned to srogsrogan waterfall. this problem has not been solved so as to ensure sustainable tourism at the waterfall tourist attraction. 6). management model the constraints encountered in managing the tegenungan waterfall tourist attraction will have an adverse impact on its sustainability as a tourist destination. to overcome the problems faced by kemenuh village in managing tegenungan waterfall, then the appropriate management model is by forming a tegenungan waterfall management board (twmb) whereby a manager is appointed to run its operational activities. preferably, the appointed manager should be recruited from tegenungan village or from outside of the village provided that they have the credibility and competence required in performing their duties. the selected manager should be given the authority to run the management in a professional manner while the village keep monitoring and evaluating its operational activities. employees recruited by the management should come from tegenungan village with their competence being given due consideration. twmb should form planning department, marketing department, hr, finance with their respective job desscription, and twmb also should establish cooperation with private sector and the government. the tegenungan waterfall management model located in gianyar regency can be seen in figure 2 below. bpowt private sector village management training universities ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 137 figure 2 a model for tegenungan waterfall located in gianyar conclusion from the results of analysis and discussion above, the following conclusion can be drawn: tourists’ perception of tegenungan waterfall can be categorized into the category “good”, the average score being 2.62. the level of community participation in managing tegenungan waterfall is very high, from planning, implementation, monitoring and evaluation, as well as utilizing management activities. tegenungan waterfall has not been managed properly due to the absence of implementation of standard management. the problems encountered in running the waterfall tourist attraction are of internal and external. internal problems include low capability of the human resources, and the existence of pros and cons within the village. while the external problems concern environmental arrangement and conflict potential with the neighboring village. the appropriate management model to run tegenungan waterfall tourist attraction is by forming tegenungan waterfall management board (twmb) involving four pillars (stakeholders), namely local community, businessmen, government, and universities. the following suggestions could be given to improve the management of tegenungan waterfall: for tegenungan village (management): improving operational management by forming tegenungan waterfall management board (twmb) appointing an operational manager capable of managing the waterfall tourist attraction professionally. the new management should improve relevant supporting facilities required by visitors, such as money changer, atm machine, better parking lots. intensive promotion should be done to face the competition. cooperation with other parties should be established: travel agent (increasing tourist visits)); also to be done is coordination with the government in regarding to the excavation in the tourisn object and arrangement of buildings in the vicinity. dialogue with the neighboring village should immediately be done to solve the current conflict. the government should issue a policy in regard to the excavation surrounding petanu river being the water source of tegenungan waterfall. ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 138 in accordance with the third principle of the three principles of higher education, universities should conduct community service to provide the villagers with management training. references asker s, boronyak l, carrard n and paddon m. 2010. effective community based tourism, a best practice manual. singapore: sustainable tourism cooperative research. budiasa iw and ambarawati iga. 2014. community based agro-tourism as an innovative integrated 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utama mowforth dan munt. 2000.managing sustainable tourism development escap tourism review 22 new york, ny: un. perda provinsi bali nomor 2 tahun 2012 tentang kepariwisataan budaya. pitana i g dan diarta i k s. 2009. pengantar ilmu pariwisata. yogyakarta:andhi setiawan j, sutarj, citra, ananda, i putu. 2014. analisis potensi wisata air terjun tegenungan sebagai pengembangan ekowisata di desa kemenuh, kabupaten gianyar. 5(1) http://ejournal.undiksha.ac.id/index.php/jjpg/article/view/3735. yang j, ryan c and zhang l. 2014. sustaining culture and seeking a just destination: governments, power and tension a life-cycle approach to analysing tourism development in an ethnic-inhabited scenic area in xinjiang, china ournal of sustainable tourism 22(8) 1151-1174. yazdi, khoshnevis s. 2012. sustainable tourism american international journal of social science 1(1) http://ejournal.undiksha.ac.id/index.php/jjpg/article/view/3735 ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 139 wang s h, lee m t, chateau p a and yang c c. 2016. sustainability performance indicator framework for evaluation of sustainable tourism in the taiwan coastal zone sustainability 8(685) 1-13. wijaya, p. 2015. masa depan pariwisata bali (perspektif permasalahan dan solusinya). journal of research in economics and management 15(1) 118-135 yoeti o a. 2008. perencanaan dan pengembangan pariwisata pt. pradnya paramita open access proceedings journal of physics: conference series ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 163 perception of tourists toward community-based festival of kuta majelangu market made ruki1, ni gst nym suci murni2, ida ayu elistyawati3, politeknik negeri bali email: rukimade@gmail.com1 abstract the aim of this research was to identify foreign tourist perception toward service of kuta majelangu market as an attraction of community-based tourism. foreign tourist’s perception was analyzed by likert scale. this research used various approaches such as: social and culture, community-based tourism, sustainable tourism, and perception theory. respondents taken from foreign tourist come from many countries such as japan, australia, china, america, germany, austria, holland, and british, while the informants were taken from districts officers, around kuta village: such as the head of traditional village known as bendesa, head of subvillage/kelihan banjar, and kuta community leaders. data were taken from observation, interview, questionnaire, and some documents. the results of this study revealed that perception of tourists toward the festival market majelangu kuta as community-based tourist attraction for a variety of requirements had been fulfilment where starting from the land use, planning, management, preservation, benefit economically performed independently by local community. while the perception of tourists toward the activities and services of the market majelangu kuta were well perceived by 79% percent of tourists. keywords: kuta majelangu market, the perception of tourists, community-based tourism. introduction law of the republic of indonesia no. 10 year 2009 about tourism requires that one of the purposes of tourism activity is in an effort to empower community or local community, preserving natural resources, maintaining the sustainability of nature and the environment, and ensuring alignment between sectors, between regions, between the center and regions which is one unit system in order to be an autonomous region as well as the alignment between stakeholders. one of the concepts that describes the role of the community in the development of tourism is community-based tourism. basic principles of communitybased tourism is putting the community as the main perpetrators through community empowerment in tourism activities so that the benefit of tourism as big as destined for the community. community-based tourism emphasizing empowerment the local community to a better understanding of treating the values and assets that they have, mailto:rukimade@gmail.com1 ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 164 such as culture, customs, cuisine, culinary, lifestyle (as cited in okazaki (2008). according to mccool & martin (1994) in the context of community attachment and attitude toward tourism development, the community shall independently conduct mobilization of assets and the value being the main attraction for tourists visiting experience (as cited in williams, et al., 1995). mccloskey (2011) stated the concept of the development of community-based tourism requires the presence of access, participation, control and benefits for the community in the aspects of economic, social, cultural, political and environmental issues. the community as the main perpetrator in the development of communitybased tourism plays a role in all lines well as planners, investors, managers, implementers, monitors or evaluators (as cited in rasoolimanesh, 2016). while tosun (2006) stated the community in the development plays a role in all lines as planners, investors, managers, implementers, evaluators. the highest level of participation is spontaneous participation, in which local residents have the nature power to make decisions and control the process of development still the involvement of government and private sector is indispensable (as cited in prabhakaran, et al., 2014). kuta majelangu market, which is held once a year on ngembakgeni, in kuta beach, bali, is intended not only as a customary activities but also as a concept rather than the implementation of community-based tourism. the market that is part of the tradition that has already lasted for decades it held a one-day on the day ngembak geni i.e. the day after nyepi holiday. the market is managed by the village of kuta by involving indigenous traders from kuta. products sold on the market, in addition to food, as well as various kinds of souvenirs, as well as presenting performance art. based on the background above, the authors are interested in conducting research on the existence of a majelangu market. beside, this sort of research has never been conducted yet. it is hoped to have vital information and detail, both on the market activities also meant as community-based tourist attraction, the role of indigenous village, a community of traders, the type and quality of service, and the perception of the existence of tourist and service they experience. research methods data were collected through a literature review, observation, in-depth interviews to managers and the spreading of a detailed questionnaire to 105 tourists’ visitors majelangu markets of kuta. data analysis is done in qualitative analysis – the ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 165 interpretive and quantitative analysis using the likert scale by applying some theories are eclectic, i.e. the theory of community-based tourism, the theory of perception, and the theory of service. to know the perception of tourists to the existence of a market, we collect opinions from travelers as the respondent. they are local tourists as well as foreign tourists. the collection of this opinion is done through direct interviews and disseminate a list of question or questionnaire. determination of the respondents uses the method of accidental sampling, random visitors or tourists found on site. the calculation results using likert scale which gradable positive start from 5 strongly agree, 4 agree, 3 undecided, 2 less agree, 1 do not agree. the number of respondents are 105 of 61 local people, consisting of 30 male, female 31, and foreigners of 44 people, consists of 20 male, female 24. the age of respondents on average 30 years old – 60 years. the background of the respondents, both concerning the background of the country, region, age, and gender is expected to represent the diversity of the opinions of travelers to the existence of the market majelangu of kuta. results and discussion kuta majelangu market as a community-based tourist attraction kuta majalangu market that was held one day after nyepi holiday was meant as tourist attractions that can be visited both by locals as well as tourists. the villagers made majalangu market as a community-based tourist attraction. the involvement of kuta communities in managing the holding of market majalangu, is based on consideration as follows: location kuta majalangu is held in kuta beach, starting from the front of segara temple up in front of the task force office of kuta beach, 250 meters long and 30 meters wide. at this location the tents and stalls fitted to the merchants roll out merchandise, and the stage to perform a wide range of entertainment. this location is chosen because it is indeed a land under the management of village customs through the unit manager of the indigenous village of kuta beach. "this is indeed a coastal area including indigenous village or kuta and therefore we can make use of them in accordance with the programed, in particular in terms of supporting the well-being of our people," said the leadership of the villagers, wayan swarsa (interview, thursday, 8/5/2017). with ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 166 this activity, which is one of its objectives to drive potential local village, then elections site of beach venues of this market in accordance with the concept of communitybased tourism, where the community does not depend on investors but exploit potentials that they have independently without the intervention of others outside the community. cooperation with indigenous village community in managing the market this indigenous village party help the process of holding the market with forming a committee to be in-charge in handling technical of the market. traders and prospective committee next convenes to equate the perception and define everything according to the concept of a market that they want. they determine the lay out with the appropriate number of market traders, the type of merchandise, the capacity of the land or the location, and the approximate number of visitors. it is calculated to maintain comfort and conservation of the environment based on the area capacity. type of tents for rent was adjusted to their financial abilities, as well as other technical things. all options were discussed openly and democratically so that people feel involved, responsible, and able to understand all aspects of the implementation of the market. the steps undertaken by the indigenous village of kuta and the community was a form the development of the community by the community and for the community, in accordance with the terms of community-based tourism concept. food and handicraft products on the market it is sold culinary products and displayed handicraft for sale such as apparel and gift products featuring traditional balinese characteristics, such as pork, vegetables of lawar, suckling pig, gerangasem chicken, typical balinese hot spicy grill fish, also various kinds of traditional snacks. halal food products are also provided, as well as international food is like chinese food, fizza, and so on. this meant that the tourists have the option to taste, culture and beliefs of each. thus, it is practiced in this kuta majelangu in accordance with the principles of community-based tourism, which according to unep and wto (2005) between them to develop pride in community, maintain the uniqueness of the local culture and character, helps the development of learning about cultural exchanges on communities, appreciate cultural ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 167 differences and human dignity, with regard to retaining cultural tolerance through tourism activities. investment all aspects of the organization of people's markets are handled by the community, including in terms of investment, provision of supporting facilities and infrastructure as well as setting up the sale respectively. the village of custom helps to facilitate and to ensure participation and guarantee the rights of the community in the management of existing resources. the investment is carried out by taking into account efficiency, effectiveness, propriety, so as to give economic benefits to the community. in the activity of the market, the local people act as protagonists, both as planners, investors, managers, as well as executor. this is in accordance with the principles of community-based tourism that puts the community as the main perpetrators through empowerment of local activities in tourism. traditional performances cultural scene in front of segara temple is a kuta majelangu support facilities. at this stage various traditional balinese arts are performed, such as musicians of bali, balinese dances, as well as art music with songs, performed by groups of children and youth organizations of indigenous village of kuta whereas in the south of market location, exhibited a dozen of ogoh-ogoh or giant sculptures. ogoh-ogoh had previously been carried round the village as part of the ritual of the day of pangerupukan, the day before nyepi holiday. ogoh-ogoh is a work of art or creativity in the trade of young men and girls of the village customs is very attracting tourists. the concept of community-based tourism, in the form of stage entertainment and exhibition of ogoh-ogoh is part of the effort to appreciate the local culture, heritage and tradition in tourism activities, as it is essentially community-based tourism should be able to strengthen and preserve local culture. perception of tourists toward kuta market majelangu as a community-based tourism ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 168 to know the perception of tourists to the existence of a majelangu market of kuta we gain the opinion of respondents on a number of matters concerning majelangu market of kuta, among others: the location of the market. as many as 95% of the respondents said people's market location is excellent. respondents perceived that this location is very strategic because it is at the kuta beach which is an area of tourism indeed a well-known and visited hundreds of tourists every day. access to this location is very easy. thus the market is easily accessible. tourists who visit that day to experience the beauty of kuta beach at the same time can also enjoy the market. whereas 5% of respondents who consider this location is less adequate as people's market presence that this harms the atmosphere as well as the convenience of the tourists who were enjoying the beauty of kuta beach. atmosphere. the majority is that 70% of tourists said the atmosphere in the market perceived good. they're impressed because this bustling market atmosphere is in an encouraging atmosphere. the tents are decorated in traditional balinese ornaments, as well as the majority of traders wear balinese clothes the typical atmosphere of the building is distinctive impression for the tourists. travelers rate the festive market atmosphere, friendly, and nuance of bali, are something different to that in their country. set-up. as much as 70% of respondents say this market is properly set up with the same thematic arrangements. the committee set up in accordance with the merchants and sellers location theme merchandise. for example, a seller of clothes are grouped in one area, as well as merchant craft or gift shop, and food. with a set up like this, the visitor traffic would distribute well into the booths hence that it is not concentrated in one point only. but as much as 30% of the respondents consider structuring tends less appropriate because of it is too tightly one to another. it makes visitors feel crowded and uncomfortable. culinary diversity. culinary diversity in the kuta majelangu is rated very good by 83% of tourists. tourists said they did not find any difficulties when they were about to choose foods because of its availability relatively complete. travelers can find many ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 169 kinds of food, both international and local foods, typical balinese cuisine, as well as halal food. tourists consider that the availability of diverse culinary is strengthening the existence of kuta majelangu market. hospitality of service. kuta majelangu market in delivering services is perceived good by 75% of respondents. respondents assess the officers or guards stand sufficiently responsive to the needs of visitors and able to provide adequate information with the ability to communicate in foreign languages, especially english, which is pretty good and communicative. hygiene. as much as 75% of travelers considers that cleanliness of this market is quite good. bathroom amenities are also representative, sufficient clean water and equipped with soap and toilet paper. so are the environmental conditions surrounding the market is pretty clean. while 25% of the respondents considered the number of inadequate restrooms which it makes the visitors must stand in queue to get into the toilet. conclusion and suggestion conclusion kuta majelangu market can be said as a community-based tourist attraction due to a number of requirements has been fulfilment where starting from ranging space of land use, planning, management, preservation, benefit economically performed independently by the local community. through market activities, this market resource is potential, good society, economy, environment, as well as the potential uniqueness of local traditions and culture can be powered independently and participatory so that local people benefit welfare. while perception of tourists toward the activities and services of the kuta majelangu market are well perceived by tourists. it is visible from 79% percent of tourists. various aspect of this market, which is either tangible or intangible, such as location, atmosphere, setup, type of food, service, to clean aspect are well perceived by tourists. suggestion to maximize service, a distance of booths on the kuta majelangu needs to be more space, so that visitors are more convenient in doing their transaction. similarly road access for visitors needs to be wider and vehicles parking lot should be well ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 170 provided, so that visitors will be more convenient and they do not jostle around in when they are in the market. acknowledgement the authors would like to thank the editor and the anonymous reviewers for their constructive comments, the p3m of politeknik negeri bali for their guidance and support, and to the indigenous of community for their permission and information as well as tourists as the respondents of our research. references anonymous. law of the republic of indonesia no. 10 year 2009. tourism. lópez-guzmáno, sánchez-cañizares s and víctor p. 2011. community based tourism in developing countries:a case study. tourismos: an international multidisciplinary journal of tourism. vol. 6 no 1. okazaki e. 2008. “a community-based tourism model: its conception and use”, journal of sustainable tourism, kobe university, japan. prabhakaran s, vikneswaran n and sridar r. 2014. community participation in rural tourism: towards a conceptual framework. rasoolimanesh s. m, mastura j and rabeeh b. 2016. “effects of motivation, knowledge and perceived power on residents' perceptions: application of weber's theory in world heritage site destinations”, international of journal tourism research. rasoolimanesh s m and mastura j. 2016. community participation toward tourism development and conservation program in rural world heritage sites. rasoolimanesh s m and mastura j. 2016a. “sustainable tourism development and residents' perceptions in world heritage site destinations”, asia pacific journal of tourism research. williams d r, cary d m, carla m and riden m u. 1995. community attachment, regional identity and resident attitudes toward tourism. ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 171 integrated practice learning model to improve waiter/s’ competency on hospitality study program, politeknik negeri bali i made darma oka1, i ketut sadia2, i wayan pugra3 tourism department, politeknik negeri bali, kampus bukit jimbaran, badung, bali email: madedarmaoka@pnb.ac.id1 abstract hospitality study program, politeknik negeri bali (pnb), hadn’t implemented integrated learning practice optimally. the aim of this research was improving the learning process method as an integrated practice learning model involving three courses (food production, fb service, english for restaurant) in the same topic. this study was conducted on the forth semester of hotel study program as the sample used in this research. after the random sampling was selected two classes as research samples, those were iva class as an experiment group and ivb class as a control. thus the samples could be determined according to the number of students in each class as many as 26 people. the application of integrated practice learning had an effect on the achievement of student competency in waiter/s occupation at hotel studies program. the result of statistical test showed that there was a significant difference of competency achievement between integrated learning practices with partial practice learning students groups. it’s suggested to the management hospitality study program to encourage and to facilitate the lecturers especially of core subjects to apply integrated learning practices in order to achieve the competency. keywords: integrated, practice learning, competency, waiter/s, occupation introduction integrated learning as a concept was a learning approach involving several courses to provide a meaningful learning experience for students. the aim was to make it easier for students to understand the lecture material taught by the lecturers. resmini (1996) stated that integrated learning was believed to be a practice-oriented approach to learning that meets the needs of students. effective integrated learning could help to create broad opportunities for students to see and build on interrelated concepts. with this integrated learning the students were expected to have the ability to identify, to collect, to assess and to use the existing information in the vicinity meaningfully. it could be gained not only through the provision of new knowledge to the students but also mailto:madedarmaoka@pnb.ac.id ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 172 through the opportunity to consolidate and to apply them in new and increasingly diverse situations in the hospitality industry. learning could be able to prepare professional waiter candidate. the achievement of the students in the restaurant service lecture (fb service) should be at a very satisfactory level. thus the graduates of the diploma program of hospitality, pnb, had high competency so as to compete competitively in the hotel industry. the standard of competency that became the reference in fb service subject course was asean common competencies standard for tourism professional (accstp) in restaurant. all of these standards had been through common conventions and declared legitimately as a standard in their respective fields. in the last five years, the achievement of the highly satisfied hospitality study program students, pnb, was still below 30%, while the fb service course was the core course that determined the competency of the student concerned (program studi perhotelan, 2016). oka, et al. (2011) stated that the level of student satisfaction on the model of teaching courses food and beverage service applied to the hospitality studies program was average of 71.91%. some important components that needed to get serious attention were the accuracy in choosing learning media, learning methods, and appropriate learning strategies to be applied in learning. therefore, it was necessary to apply more effective learning method to the students in order to obtain optimal learning result. arsyad (2005) suggested, in the process of teaching and learning, there were two very important elements of teaching methods and learning media. these two aspects were interrelated. the implementation of appropriate learning methods could generate new desires and interests, to generate motivation and stimulation of learning activities, and even to bring psychological influences on students. to design integrated learning, lecturers should have broad insight into the linkage of combined concepts, high creativity, good teaching methodology skills, high selfesteem, and encourage to package and to develop materials. integrated learning if it was well designed could provide effective learning and provide more meaningful learning experience, because students could learn according to the context of real work through work simulation. the formulation of the problems focused in this article was whether there was a significant difference in the achievement of competencies between ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 173 groups of students who were treated with integrated learning practice with group of students who applied partial practice learning methodology this research uses experimental research approach, where there were two groups of samples were given different treatment. experiment group (e) is a group of students who were experimented with the application of integrated practice learning. control group (k) is a group of students with the application of learning practices separately / partially. population in this research were students of forth semesters of pnb hospitality study program year 2016/2017. samples were randomly selected from four classes of students of hospitality study programs namely classes iva, ivb, ivc, and ivd. after the random drawing was selected two classes as research samples those were class iva and class ivb. thus the number of samples could be determined according to the number of students in each class. in the determination of the research sample, the group determination was made as experimental group and control group. one group was given an integrated practice of learning practice and another group was treated with partial practice learning, through random sampling technique. the draw was found that the selected group as the experimental group was the iva class, and was selected as the control group was the class ivb. to equate the condition of the experimental group and the control group, the students as the subjects of the study in each group were classified based on three categories according to the scores obtained in the pretest namely: good, medium, and less. good category of students who scored ≥81, moderate category with score 66-80 while the less category with score ≤ 65. based on initial test scores obtained in the second semester as an experimental group consisting of good category students 9 people, while 11 people, and less 6 people. the total number of iva students were 26 people. semester ivb as a control group consists of students good category 10 people, while 12 people and less 6 people. the total number of ivb students were 28 people. in order to obtain two groups of samples with the same condition, the students were made good, medium and low, the ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 174 compositions were the same for both groups, so there were no more good and medium category students in the control group than in the experimental group. thus the sample of this study was a good category of 9 students in the experimental group, 9 people in the control group. medium category students were 11 people in each group. category less students 6 people in each group. so that the sample in this study was 52 people from 54 people population. to clarify the above description can be seen in table 1. table 1. the composition of populations and samples category populations samples experiment group control group experiment group control group good 9 10 9 9 fair 11 12 11 11 less 6 6 6 6 amount 26 28 26 26 source: data of student’s hospitality study program, 2017. in this study, it was used inferential statistical analysis techniques. inferential statistical analysis techniques used were test differences in this case that was used t test. this test was used to prove whether there was a significant difference between students with integrated practice learning with control group students who did not apply integrated practice learning to the hotel studies program of pnb. after that, it was proved then the mean value which gave better result between the experimental group and the control group selected as the research sample. discussion hotel study program pnb is an educational institution that provides education with more emphasis on vocational education. practical activities become more dominant in the learning process in order to be able to meet the demands of learning achievement that has been determined. the purpose of vocational education is to prepare workers who are able to apply the skills in the field of work in the tourism industry. thus the applied learning is directed to produce graduates who master the ability in a particular ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 175 field of work so that it can be absorbed directly in accordance with the needs in the tourism industry. the results of observations by researchers so far showed that the process of learning practices in the pnb hospitality study program was still done partially and more emphasis on achieving their respective competencies. therefore, this study examined the impact of integrated learning practice by combining three interrelated courses of food production, food and beverage service, and english professional for restaurant. it was hoped that with the application of integrated practice learning, students more easily simulated and related the relationship of learning materials to one competency with other competency according to the hotel industry situation. data obtained in this study were in the form of scores of student learning outcome which was the result of the measurement of student competency to support the work as a waiter of three courses of learning practices combined in the topic of handling guests enjoying food and beverages in the restaurant. the data were taken from two groups of students of the hospitality study program, department of tourism, politeknik negeri bali, who were sitting in the fourth semester of academic year 2016/2017. the number of samples in this study were 52 students divided into 2 groups, the groups that were given the integrated learning practice (experiment group) were 26 students and the unadjusted control group 26 students (table 2). table 2. student competencies score on waiter’s occupancy no experiment group score control group score 1 84.00 72.00 2 88.00 80.00 3 92.00 84.00 4 96.00 80.00 5 84.00 80.00 6 92.00 72.00 7 88.00 80.00 8 92.00 80.00 9 96.00 84.00 10 80.00 72.00 11 80.00 68.00 12 80.00 68.00 13 80.00 79.00 14 92.00 78.00 ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 176 15 76.00 66.00 16 76.00 72.00 17 80.00 72.00 18 88.00 80.00 19 92.00 80.00 20 84.00 80.00 21 80.00 68.00 22 80.00 66.00 23 76.00 72.00 24 72.00 72.00 25 76.00 66.00 26 80.00 66.00 source: research data, 2017 data score of student learning outcome in this study were processed by using spss with t-test analysis techniques of two paired samples. a two-t test was used to assess whether the two groups' averages differed statistically from one to another. the result of data processing was integrated learning practice had an effect on improving student competency to do food and beverage service in restaurant. this was evidenced by the significant difference between the achievement of experimental group competency and the control group in which the experimental group achievement was better than the achievement of the students of the pnb hospitality study program control group. based on the results of data processing presented above, the findings in this study was that the application of integrated practice learning had a significant effect on increasing the achievement of student competency for the pnb hospitality study program. this was evidenced by the results of the analysis and that there was a significant difference in the achievement of competency between the groups of students who were treated with integrated learning practices with groups of students who practiced partial learning. this finding was in line with the results of the research of arjana, et al. (2012) which stated that integrated practice learning was effective to improve student competency achievement to make flight ticket reservation, because the concept was learned through direct and real experience so that students were able to comprehend the concept as a whole. the immediate experience intended in this study was an ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 177 integrated learning practice designed to approach the real atmosphere of the industry by creating themes based on the fields of work in the tourism industry especially food and beverage services in international restaurants. ardika (2012) mentioned that educators needed to apply pragmatics in speaking skills because students generally felt happy if the learning process that occurs in the classroom was actively implemented. the application of integrated learning aimed to improve students' creativity and motivation. this would appear at the time of the course. students were more enthusiastic in learning, the students felt more intimate, felt more courageous in issuing opinions in answering questions, dare to ask because lecturers always involve students in preparing teaching media, so that learning was active, creative, effective and fun. the same thing was stated by coll, et al. (2002) in the learning could be done by the process of active mastery in the workplace so as to improve student self-confidence through the assignment of duties, motivation of lecturers, and self-evaluation so that finally facilitated in achieving competency. with active learning from learners would retain attention, improve performance, and establish new knowledge. media could serve as an intermediary or messenger from sender to message recipient. if the media carries messages or instructional information or contains instructional purposes, then the media was called learning media. sanjaya (2008) mentioned that the selection of media in teaching and learning process was very necessary to consider several principles, namely (1) according to the objectives to be achieved, (2) based on clear concept, (3) characteristics of students, (4) learning styles of students and teachers and (5) should be appropriate to the environmental conditions, facilities and time available for the learning needs. permana (2008) mentioned the principles of integrated learning: it meant that children were not only focused on certain subjects, it was possible that the developed learning contained meaningful messages for the children; the need for consideration of which priority scale should take precedence in the selection of subject/learning topics, study time, and evaluation of children's learning progress; the learning environment in the classroom gave children the freedom to think and creativity; the surrounding community opened and provided insights for the development of learning in schools; ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 178 children gained attitudes and norms from the community environment, including home, school, both verbal and non-verbal. in an integrated learning the role of an educator changed from the information giver to facilitator, mentor, challenger, resource person and organizer. thus the students got a wider opportunity to explore, investigate issues and problems issues with more open activities. student involvement was to enhance in all stages of learning, from planning and tasks, activities to reflection and self-evaluation. thus, students had the opportunity to be more enthusiastic, self-evaluate, so that the acquisition of knowledge was more effective. conclusions based on the results of the above analysis it could be concluded that the application of integrated practice learning had a significant effect on increasing the achievement of student competency in occupation waiter/s field at the hospitality study program, politeknik negeri bali. this was evidenced by the results of statistical tests indicated that there were significant differences in achievement of competencies between groups of students who were given the treatment of integrated practice learning with the group of students with partial practice learning. it was suggested to the management of pnb hospitality study program should encourage and facilitate for the lecturers especially the core subjects matter (core) to apply integrated learning practice in order to facilitate the achievement of competency to the material taught to the students. the lecturers were also expected to implement integrated learning practices so that students quickly understood the competencies as per accstp requirement so that the pnb hospitality study program could compete in asean level. acknowledgments i am thankful to all informan for providing us information and kind support throughout the research work. i am also thankful to the god. ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 179 references ardika, i w. dana. 2012. “penerapan pragmatik dalam pembelajaran bahasa inggris”, jurnal soshum, vol. 2 (1), p. 72-81. arjana, i w. basi, n. mastiani nadra, n. m. ernawati. 2012. “pembelajaran praktek terpadu untuk meningkatkan kompetensi penerbangan bagi mahasiswa program studi usaha perjalanan wisata politeknik negeri bali”, jurnal soshum, vol. 2 (1), p. 13-27. arsyard. 2005. media pembelajaran. jakarta: pt raja grafindo persada. coll, r.k., lay, m., & zegwaard, k. e. 2002. “enhancing acces to experiental learning in a science and technology degree program”, journal of vacational education training, 54 (2) 197-217. oka, i m. darma, i n. winia, dan i. a. k. sumawidari. 2011. “eksistensi multimedia dalam pembelajaran materi tata hidangan pada program studi perhotelan pnb”, analisis pariwisata. vol. 11 (1), p. 49-55. permana, j. 2008. pembelajaran terpadu. bandung: universitas pendidikan indonesia. program studi perhotelan. 2016. program studi perhotelan jurusan pariwisata politeknik negeri bali. badung: administrasi akademik.resmini, n. dkk. 1996. penentuan unit tema dalam pembelajaran terpadu. malang: ikip malang. sanjaya, w., 2008, perencanaan dan desain sistem pembelajaran. jakarta: prenada media group. ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 32 luxury tourism: a perspective of facilities and amenities 1ni made rai sukmawati, 2ni made ernawati, 3nyoman mastiani nadra 123tourism department, politeknik negeri bali, indonesia email: 1maderaisukmawati@pnb.ac.id, 2madeernawati@pnb.ac.id, 3mastianinadra@pnb.ac.id abstract the purpose of this study is to conduct a discussion on facilities and amenities of luxury tourism. it is a qualitative study exploring the opinions of travelers on luxury tourism. the study participants consist of 48 respondents who are members of 7 different facebook travel groups. data collection was carried out by posting a topic of discussion on luxury travels to the facebook groups. the results indicate that the conventional way of understanding luxury tourism is highlighted by top class facilities and amenities. these include 5 star and above standard of accommodation, chartered flight, private jet and yacht, butler and limousine service, and spectacular structures. however, contemporarily, luxurious travel is defined more broadly, it does not always connote, e.g. marble bath tub with gold plated tap, it could mean anything comfortable or ease. luxurious facilities and amenities in tourism are defined differently by different market segments either first, middle or lower class. thus, there is always a luxurious element for any travel regardless of its class, e.g. a private toilet in the himalaya is considered as a luxury; there is a luxury for shoestring travelers. it is expected that the analysis could widen the perspective and enrich the discussion on luxury tourism. keywords: luxury tourism, facilities, amenities, market segment. introduction according to strong (2006), an american based luxury travel provider views luxury travel as travels for the elites that involve luxurious first class facilities and amenities and vip service, creating a lasting memory and transformative experience and enhancing the life style of the customers. nonetheless, johnson (2013) presents a discourse on luxury travel and argues that luxury travel is very much marked by the experiences that represent all that is authentic about a destination and the immersion into local culture; nonetheless, comfort factor still applies and high standard of accommodation and dining will always be the features. every tourism theme has its luxurious expression. for african destinations and for any wildlife enthusiast or safari-lover, luxury is not about the marble bath-tub or the mailto:maderaisukmawati@pnb.ac.id mailto:2madeernawati@pnb.ac.id mailto:mastianinadra@pnb.ac.id ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 33 gold taps, it is much more about the location, the hosting, and the guides. the ultimate luxury is the exclusivity of having the experience to yourself, feeling pioneering, exploratory, included in an incredible – a relatively unexplored remote area, guided and in a private vehicle. perceptions on luxurious specifically facilities varied. academically, luxury travel is relatively unexplored, literature on luxury travels is still rare, this study intends to add the reviews on this specific travel products. it is expected, the results could become a reference for tourism service/product providers who are interested in integrating the element of luxury in the travel products. theoretical framework strong (2006) argues that operating a luxury travel business means providing elite travels that create a lasting memory and transformative experience that enhance the life and the style of the customers. it could consist of the luxury of fine dining, charter jet and yacht. further described, the elements of luxury travel could include: personalized vip service, no queuing, people wait to provide services; personal butler, house keepers, gourmet chefs, cooking and wine classes, dining with the king, entree to a private art collection, arrangement of once in a life time individual unique event. the business is supported by experienced, expert and dedicated staff with firsthand knowledge, solid respect for discipline, logic, organization, and constant pursuits of progress. harding in johnson (2013) defines luxury travel covers high class tangible and intangible aspects of the product: “the definition of luxury travel to me is to undertake a new experience and immerse oneself in a new destination whilst indulging in the very best levels of personal and attentive service, lavish and sumptuous accommodation, exquisite and unrivalled levels of gastronomy and informative and educational guides. it is travel without stress, pressure of time or daily routine, where your every need is preempted and your every expectation is met and exceeded.” the definition is highly relevant for cruise ship product or 5 star accommodation (chen and peng 2014). nonetheless, for african destinations which feature ‘exploring the unexplored’, the luxury accommodation could vary from a 5-star hotel or a boutique property to a unique building or an eco-style lodge. for them, true luxury is a great travel experience, enjoyed in relative comfort. ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 34 birtchnell and caletrio (2014) argue that urry (1973) in his early work of the 70s defines elites as people who are able to travel especially for non-work purpose which shows their status. the discussion elicits two types of elite: one being referred to as the ‘classic elite’ (urry, 1973), whilst, the other is the ‘super elite’ (strong, 2006) referred to as the ‘few’ by carlton (1996). fitzsimmons (2017), supported by schensul (2017), points out a perspective and explains that ‘luxurious is not about materials but about experience and service, something precious, rare, invested in emotional value, such as choosing one’s own room fragrance, blending your own wine, enjoy an outstanding and personal collection of art, plants, or other collectable artefacts. her view resembles the view of ‘classic elite’ with less emphasize on materials, rather on the essence of travels which is the ‘experience’. a similar perspective with the classic elite, thurlow and jaworski (2014) view elite travelers as people who could afford travel for leisure. these authors discuss ‘luxurious materials’ and emphasise more on ‘symbolic luxury’ for luxury travels; because the value of materials is differentiated by ‘…. the eye of the beholder or in the creative mythologizing of the marketer.’ (thurlow and jaworski, 2014, p. 2). therefore, a question arises: is a private toilet in the himalaya a symbol of luxury? lewis and chambers (2000) identify the tangible element of products as the ‘environment of product’ which includes building structures, facilities, infrastructure, and amenities. the ‘environment of product’ includes amenities. ‘amenities are the services that are required to meet the needs of tourists while they are away from home; this would be a top class facilities considering the profile of the elites (dagnaux and granjon, 1990). they include public facilities, signage, retail shopping, restaurants and cafes, visitor centres, telecommunications and emergency services. …many of the amenities are government services delivered by local…’ (twa, 2009, p. 2). research method this paper on facilities and amenities of luxury tourism, reports a part of a wider study conducted on luxury tourism. it is a qualitative study; involving 48 respondents who are members of 7 different facebook travel groups in asia. they are well travelled people; some work for travel businesses, they sell and handle luxury travels marketed around the ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 35 world; or they are the luxury travelers themselves. a request of opinion on luxury travels was posted to the facebook groups. the discourses were closed when the discussion became exhausted or no more opinion is posted on the matter. a ten-page tabulated qualitative data was gathered at the end of the data collection. further, the data was classified based on theme. some themes emerged, these include: facilities and amenities of luxury travel, services of luxury travel, market of luxury travel, standard and expectation of the luxury travel market. this paper specifically discusses the aspects of facilities and amenities of luxury tourism. results and discussion the analysis results show alignment with the literature review wherein two types of elites are identified. the physical structures, facilities, amenities, and materials which are demanded by the super elites are of high quality, super modern high technology, and involving high cost. the super elites comprise 3% of world-wide travelers that represent 20% of the total tourism expenditure (mintel, 2010). on the other hand, the classic elites view the tangible elements not only from the price tag, sometimes luxury is measured by its authenticity which price cannot be calculated (ernawati, murni, and jendra, 2018, in press). the super elite a respondent described luxury inclusively involving the fine facilities and materials used, combined with the high standard of service that enable a profound experience, the exclusiveness, the spoilage that make someone feels like a very precious delicate person. the expression is quoted: a well-established accommodation, with premium services... luxury resembles a kind of feeling, a feeling for arts, a good taste for details... a peace of mind, that everything remains untouchable, waiting for your arrival...your name written on a towel, your best perfume in the bathroom, your favorite dish being served right on time, and everything that can be thought as unlimited to satisfy customers desires. the super elites require high class facilities and materials for their travels, and they are willing to pay high price. some of the expressions are quoted below. ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 36 a: to me luxury travel is private jets, island hopping on yachts, and hotel penthouse suites with butlers. b: i just spent the past 3 years setting up a luxury resort travel agency for a client and i'll tell you this: extra room and luxuries are one thing, but those people i booked into a 2 bedroom condo for 1-week at $65,000/week were paying for the butler, ski valet, complimentary audi, 24/7 room service pet menu. the classic elite the physical structures, facilities and materials desired by the classic elites are not necessarily expensive and incur high cost. they put more emphasis on value, the symbolic luxury, the luxury that are not measured by the dollar. adapting thurlow and jaworski’s (2014) point of view on symbolic luxurious, an air-conditioned room could be a symbolic luxury in the desert. some of the respondents’ expressions on luxury materials for the classic elites are quoted below: a: secret hidden off the beaten path of course no typical franchises its local businesses, sustainable environmental, learning non commercialised culture. b: …. a $900 day hiking in dirt where someone caters raw organic food to you on a cliff as you do mindfulness meditation and yoga there. c: …. were going to get the oldest leader if the town to open his own families straw hut for you to stay in and this will cost you $2kluxury means that they get to feel like they did this the real way. it can also mean that you get to play james bond's for the day dressing up in a tux and riding in a diablo along the coast of italy with an italian architect from that town as your guide. d: the things they wanted would have cost so much money because of the inconvenience of how they wanted it, but not necessarily the product (raw organic farm to table meal) when the pricing went over $800. e: something becomes luxurious when few others can obtain it, sometimes even regardless of the price tag associated with it. conclusion the conventional way of understanding luxury tourism is highlighted by top class facilities and amenities. these include 5 star and above standard of accommodation, chartered flight, private jet and yacht, and limousine service. however, contemporarily, luxurious travel is defined more broadly, it does not always connote, e.g. marble bath tub with gold plated tap. there is always premium standard for every class of products. luxurious facilities and amenities in tourism are defined differently by different market ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 37 segments either first, middle or lower class. moreover, the value of materials is subjective, in which marketers could perform an amazing function in positioning the products. references birtchnell, t. and caletrio, j. 2014. “the movement of the few”. in birtchnell and caletrio (eds). elites mobilities, pp.1-20. london: routledge. carlton, e. 1996. the few and the many. farnham: ashgate. chen, a., and peng, n. 2014. “examining chinese consumers’ luxury hotel staying behavior”. international journal of hospitality management, 39 (may 2014) p. 5356. dagnaux, m.c. and granjon, n. 1990. “luxury tourism”, dossier espaces, 7, pp.111 ref. 102. ernawati, n.m; murni, n.g.n; jendra, iw. 2018. “negotiating between authenticity and change in community-based tourism: evidence from bali”, advanced science letters. fitzsimmons, a. 2017. “lux is in flux, says urban insider annie fitzsimmons: here’s what to know”. national geographic. retrieved from: http://www.nationalgeographic.com/travel/top-10/seven-luxury-travel-trendshotel/. johnson, p. 2013. “10 definitions of ‘luxury travel’ from within the industry”. retrieved from: http://www.aluxurytravelblog.com/2013/03/26/so-what-is-luxury-travel/. lewis, r.c., and chambers, r. e. 2000. marketing leadership in hospitality: foundations and practices. new york, usa: john wiley & sons, inc. mintel. 2005. “luxury and tailor-made holidays” international november 2005. retrieved from: http://reports.mintel.com/display/161543/#. schensul, j. 2017. “vacations of the 1%: trends from luxury travel agents”. usa today. retrieved from: https://www.usatoday.com/story/travel/destinations/2017/07/07/luxurytravel/455451001/. strong, j. 2006. craving for travel: luxury experiences for the sophisticated traveler. canada: luxury travel books. thurlow, c., and jaworski, a. 2014. “visible invisible: the social semiotics of labour in luxury tourism”. in t. birtchnell and j. caletrío (eds), elite mobilities, pp. 176 193. london: routledge. tourism western australia [twa]. 2009. “five a’s of tourism”. retrieved from http://www.tourism.wa.gov.au. urry, j. 1973. reference groups and the theory of revolution. london: routledge & kegan paul. http://www.nationalgeographic.com/travel/top-10/seven-luxury-travel-trends-hotel/ http://www.nationalgeographic.com/travel/top-10/seven-luxury-travel-trends-hotel/ http://www.aluxurytravelblog.com/2013/03/26/so-what-is-luxury-travel/ https://www.usatoday.com/story/travel/destinations/2017/07/07/luxury-travel/455451001/ https://www.usatoday.com/story/travel/destinations/2017/07/07/luxury-travel/455451001/ ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 38 constructing ecotourism-based business competency and entrepreneural spirit 1ni nyoman aryaningsih, 2ketut irianto, 3i made marsa arsana, 4i nyoman meirejeki 13accounting department, politeknik negeri bali, indonesia 2faculty of agriculture, universitas warmadewa, indonesia 4tourism department, politeknik negeri bali, indonesia email: 1nyomanaryaningsih@pnb.ac.id, 2iriantoketut@yahoo.co.id, 3mademarsaarsana@yahoo.com, 4nyomanmeirejeki@pnb.ac.id abstract ecotourism is a part of a tourism development as a catalisator of the economy in rural areas in bali, indonesia. it is established in rural areas as an effort to improve the quality of life and social identity and to give employment opportunities, income, education and skills, cultural understanding, and to bring the development of entrepreneurial spirit and community welfare. the contribution of income from ecotourism ranges from 15 to 57%, with an average of 12.6% per year. as the title implied, this explorative study with a semantic analysis is done to construct ecotourism-based business competencies and entrepreneural spirit. primary and secondary data analysis are used through survey and interview. ecotourism-based business competence can be formed by the community behavior in protecting the natural resources, such as forest as water buffer, entrepreneurship development. the formation of internal competence through the perspective, experience, education, learning by 80% and very dominant influence external competence in the group that can produce human capital. the proportion of internal competence attached to individuals has a very high strength compared to external competencies in ecotourism support services. internal competence and external competence as the basis of business competence is crucial to the development and sustainability of ecotourism as the basis for developing tourist village. building an understanding of business competence and entrepreneurial spirit in the development of tourist villages such as ecotourism is expected to have a positive impact to improve the welfare of rural communities. keywords: business competence, entrepreneurship spirit, ecotourism. introduction the economic development in bali province, indonesia, is dominated by the tourism sector. the growth of tourism market share in bali in the last three years is about 10%. but the results and calculations of bi survey (2017) in quarter iii from the tourism business sector had a decline. the decline in business activities is indicated to occur in almost all sectors of the economy, with the largest decrease in agriculture, husbandry, forestry, and fishery sector by -12.82% and trade, hotel, and restaurant (phr) by -8.75%). despite the decline, bank institutions are still targeting the tourism sector to be superior to channel funds. suryadi et al (2014) shows that the variance mailto:nyomanaryaningsih@pnb.ac.id1 mailto:iriantoketut@yahoo.co.id mailto:mademarsaarsana@yahoo.com mailto:nyomanmeirejeki@pnb.ac.id ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 39 decomposition of the trade, hotel, and restaurant financing ratio shows the fluctuation of phr financing is determined by external shock. on the demand side, tourists visit in the end of the 2017 period experienced a very sharp decline due to natural risks, that is eruptions of the mount agung. the security of tourism business actors is also very high. they continue to offer tour packages products with care and meticulous to tourists. this is also supported by the competence of human resources and the spirit of entrepreneurship is very high. aryaningsih et al (2017) found that urban sprawl as tourism convergence has a structure of business competence and entrepreneurship model of 96%. while business activities are determined by caution and creativity, regarding market information as very important. to grow ecology-based tourism sector is not only by paying attention to the packages of products sold, but also to the process of behavior, cognitive competence, social competence, and quality of human resources in offering these tourist packages to tourists. according to molina (2006), knowledge transfer process will be able to help improve the ability if done with an easy process and vice versa. it will be difficult if the process is done by force. knowledge is a process that plays an important role in generating business opportunities that start with the creation of new ideas (xue et al, 2011). to leinonen (2008), group of individuals in conducting activities and collaborating to achieve common goals in the process will create new knowledge. in line with it, a research by irianto, et al (2017) states that to develop ecotourism, level of environmental carrying capacity and quality of human resources is needed. in addition to individual attitudes, social interaction from the team climate as a facilitator is also needed. siwan, et al (2010) proves the concept of competence and entrepreneurship is beneficial to be a successful tourism business with the role of government. supply side of the growth of the value of tourism sector is the more availability of tourism infrastructure of national and international standard, more varied tour packages offer, potential jobs developed, so that the impact on economic development is widespread. this led to the concept of integrated ecotourism that ultimately received serious attention. but on the other hand, issues of environmental management and utilization such as transformation of productive land into residential and industrial enterprises have not received further study. this is in line with the data released by the world bank which states that indonesia is the country with the largest (fastest) loss of productive land in the world. this statement is evidenced by a research done ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 40 by aryaningsih, et al (2017) concerning the transformation of productive land without zone-based government regulations. this illustrates that the tourism sector could have a negative impact on environmental sustainability. reviewing from the above problems, it is deemed necessary to make a study regarding how to construct business competencies and entrepreneurial spirit based on ecotourism. methodology this research begins with a review of the concepts of dimensions of business competence and entrepreneurial spirit in the eco-tourism sector. the research is designed with an explorative approach. the explorative approach is done to find the relation of the dimensions that make up business competence and entrepreneurship spirit in eco-tourism. data were collected with questionnaires, in-depth interviews, and field observations. questionnaires are used and arranged on a scale (score 1-7). the analysis technique used in this stage is semantic analysis technique which emphasizes on the relationship model between the dimensions that shape the characteristic of business competence and entrepreneurship spirit in eco-tourism. the results of this early stage of research can generate business competence model and entrepreneurship spirit based on eco-tourism. comparative analysis techniques characteristic of business competence and entrepreneurial spirit between regional areas will be done at next stage of research. results and disscusion based on the preliminary survey on the dimensions of business competence and entrepreneurial spirit based on ecotourism in some tourist villages in bali such as sangketan village, batuan village, and abuan village, the dimension characteristics of business competence and entrepreneurial spirit based on ecotourism can be developed. as results of a survey toward 57 persons and of a one month focus group discusion (fgd), dimension characteristics of business competency and entrepreneurial spirit is showed in table 1. ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 41 table 1 dimension characteristics of business comptency and entreprenurial spirit dimensions indicator measurement goal targeting internal competencies business competency (a) social competencies  social interaction  communication.  to help well being as human  altruism decreasing community poverty in village tourism based on participation of the community constructing ecotourism as an alternative tourism in developing village tourism and creative industry (b) knowledge competencies  education  skill  teaching as volunter  positive competitive (c) organizatinal competency  coordination  coorperation  human relationship external competencies (d) individual /self competencies  accountability  individual discipline.  emotion (e) job competencies  working very hard  in creating individual income  culture in self managing entreprenurial spirit (a) creativity  desain product  style product  product heritage (1) creating in economic income. (2) constructing social welfare in rural tourism. (3) increasing inisiative of individual (b) inisiative  creating cost oppotunity  increasing economic income (c) information  regulation  goverment policy.  subsidiary (d) non-formal training in young generation  intellectual intelligency  socialintellectual intelligency  commucation intelectual (e) atribute product  value chain product heritage  revenue institution  geoproduct sources: analysis of primer data with survey and interview methods. ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 42 table 1 shows the business competence dimension is built by internal and external competence, then refers to the proven data in the field with the first stage questionnaire test on the respondents of the economics of underprivileged society in urban sprawl. aryaningsih, et al (2016) found business competence formed by social competence, cognitive competence, and individual competence, entrepreneurial spirit, especially individual creativity is still low, but access to market information for every society is very fast. a field survey on 7 february to 11 march 2018 shows that the formation of business competence dimension and entrepreneurial spirit based on ecotourism as an alternative development of tourist villages in four districts of denpasar, badung, gianyar, and tabanan can form dimensions as in table 1, constructing business competencies and spirit of entreprenurship (figure 1figure 3). social competencies knowledge competencies organizational competencies self competencies job competencies working very hard; creating individual income; culture in self-managing accountability; individual discipline; emotion coordination; cooperation; human relationship education; skills; teaching as volunter; positive competitive social interaction; communication; helping well being as human business competencies figure 1 dimensions of business competencies ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 43 figure 1 shows the dimensions that shape business competence measured from 16 indicators. business competence formed by the dimension of social competence having three indicators, namely social interaction; communication; helping well being a human. knowledge competency consists of four indicators, namely education; skill; teaching as volunteer; positive competitive. the organizational competence consists of three indicators, namely coordination; coorperation/team work; human relationship. individual competencies consist of three indicators, namely accountability; individual discipline; emotion. competency task consists of three indicators, namely working very hard; creating individual income; culture in selfmanaging. to complete the empirical study to build business competence dimension, field test through questionnaire is done in the following stages (figure 3). creativity inisiative information non-formal training in young generation atribute product value chain product heritage; institution revenue; geoproduct intelectual intelligency; social-intellectual intelligency; intellectual communication regulation; goverment policy; subsidiary creating cost opportunity; incrasing economic income. design product; style product; product heritage spirit of entrepreneuship figure 2 dimensions of entrepreneural spirit ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 44 figure 2 shows the dimensions that shape the spirit of entrepreneurship including creativity, initiative, information, non-formal training of the young generation, product attribute. creativity consists of three indicators, design product; style product; product heritage. initiative consists of two indicators, namely creating cost opportunity, increasing economic income. the information consists of three indicators, namely regulation; government policy; subsidiary. non-formal trainings of the young generation consists of three indicators, namely value chain product heritage; revenue institution; geo-product. the product attribute consists of three indicators, namely value chain product heritage; revenue institution; geo-product. to test dimensions of the spirit of entrepreneurship in the next stages in field study a questionnaires with scale rating scale measurements 1 to 7 is used. model and testing stage is shown in figure 3. figure 3 illustrates the dimensions of business competence comprising five variables formed by 16 measurement indicators, while the entrepreneurship dimensions are formed by 14 measurement indicators. the 30 measurement business competencies spirit of entreprenurship 1. social competencies 2. knowledge competencies. 3. organizational competencies. 4. self competencies. 5. job competencies 1. creativity 2. inisiative 3. information 4. non-formal training in young generation 5. atribute product 19 indicator measurement 14 measurement indicator decreasing poverty community in village tourism based on participant of community a. creating in economic income. b. constructing social welfare in rural tourism. c. increasing inisiative of individual figure 3 constructing business competencies and entrepreneural spirit and its mesurement indicators. ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 45 indicators are expected to achieve the goal, namely (1) creating in economic income; (2) constructing social welfare in rural tourism; (3) increasing initiative of individual. the target to be achieved is to reduce the poverty of the community in the village based on community participation. the dimensions of business competence and the spirit of entrepreneurship based on ecotourism with the results of previous research are shown by turner, et al (2006). the barriers to acquiring business competence relate to both education and the more specific training needed to manage farms. turner, et al (2006) found that there were plenty of courses available to farmers who wished to diversify their businesses as a response to the changing economic and policy environment in which agriculture was placed, but a distinct lack of enthusiasm for training among farmers. defra's (2004; 2006a; 2006b) in learning, skills and knowledge review also concluded that access to learning opportunities is limited, but this seemed to be not because of the lack of courses (or providers) but more because of a lack of awareness among farmers or because of the way in which they were structured (timing, duration, and distance to the provider). conslusion the dimension characteristics of business competence and entrepreneurship spirit based on ecotourism as a part of village tourism development have been formed by 16 and 14 indicators. the concept of the dimension of business competence and entrepreneural spirit in the field of research uses instruments with rating scale 1-7. business competence and the spirit of ecotourism is closely related to supporting services owned by human resources in the development of creative industries. in this case, further research is needed to test the business competence model and spirit of entrepreneurship in the creative industry. acknowledgment the authors thank to drpm, pnb, and ijaste who have provided resources for this research in order to help rural communities in reducing poverty through the development of business competence and entrepreneurship through ecotourism. ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 46 references aryaningsih, ni nyoman; 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"entrepreneurial competencies: a literature review and development agenda", international journal of entrepreneurial behavior & research, vol. 16, issue: 2, p. 92-111. turner, m; whitehead, i; millard, n; barr, d; howe, k. 2006. “the effects of public funding on farmer’s attitudes to farm diversification”, centre for rural research, university of exeter. report for the department for environment, food and rural affairs. xue, yaijong and bradley, john. 2011. “team climate, empowering leadership and knowledge sharing”, journal of knowledge management. vol 15, (2), p. 299312. http://ojs.pnb.ac.id/index.php/ijaste/article/view/525 http://www.emeraldinsight.com/author/mitchelmore%2c+siwan http://www.emeraldinsight.com/author/rowley%2c+jennifer sediment characteristics and benthos community spread in lake beratan in bali ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 94 how jobs in agriculture and handicraft have opportunities in tourism development ni made ary widiastini1, dini andiani2, eddy tri haryanto3 hospitality department, faculty of economics, universitas pendidikan ganesha12, faculty of agriculture, universitas sebelas maret3 email: ary.widiastini@gmail.com1, demeilovedini@gmail.com2, eddytriharyanto@yahoo.co.id3 abstract this paper aims to describe a tourism industry which needs a variety of tourism products with an implication on the emergence of various forms of business opportunities with large, medium and small scales. the presence of a variety of tourists’ needs have caused a variety of tourism products too. agriculture, animal husbandry, and handicraft which are needed by tourists are sectors which need a lot of workers as producers, distributors and sellers. in the study reported in the present paper is shown that the agricultural products of bali cannot only be used as agrotourism, but whose products can also be processed to become a variety of handicrafts. similarly, animal husbandry which balinese community people have focused on produces products that can be offered in a culinary tourism in which they are processed by using balinese ingredients and offered in an appropriate wrapping which suits the market needs while the specificity of balinese culture has been able to produce a variety of forms of handicrafts the local and foreign tourists love. through developments in the three sectors above, if the people can focus their attention on them and if the government can accommodate it that will be able to be used as an alternative solution to the national economy. although in their actions they can only serve as sellers, as what has been the focus of street vendors, they actually act as safety valve of the government in overcoming unemployment problems and economic problems for themselves and their families. for this reason, it is expected that the government gives them a more conducive condition for the improvement of economy to be made starting from the family level, as part of the state of indonesia. keywords: tourism, multiple opportunities, alternative, economy, state. introduction the needs of tourists coming to bali, among others, are food and drink. now, in their development, there has been developed special balinese tourism culinary. as what is stated by widiastini, andiani, and arini (2014: 121-133) local culinary as cultural industry business is a business which can give a variety of positive uses or mailto:ary.widiastini@gmail.com1 mailto:demeilovedini@gmail.com2 mailto:eddytriharyanto@yahoo.co.id3 ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 95 benefits, since, in addition to having economic benefit for the actors, it can also give sociocultural benefits for the business people, the community, and the consumers. the sociocultural benefits that can be obtained , among others, lies iin the fact that it can arouse the awareness about the advantage that the traditional food has which, of course, is not less delicious and less nutritious than foreign food such as kfc, mc donald , which are claimed to be bad for health. the agriculture and animal husbandry that the people focus on in bali can give an additional opportunity in addition to the sale of their raw materials when the raw materials are processed into tourist products which are special, unique, and delicious. agriculture, in addition to providing a type of occupation for balinese, is also a culture which , obviously, needs to be preserved. as what is contained in values in subak, a traditional organization whose leader and members are farmers who manage the irrigation system, there are rules , both written and oral, which are aimed at creating a harmonious life for the farmers (bagus, 1994). hence, it will be very wise if the development of tourism gives opportunities for the the maintenance of agriculture. however, the life of agriculture in bali is being marginalized due to the high production cost and low postharvest sale price. this is interesting to investigate, since if agriculture is maintained, it will support tourism. the culture of the community as tourist attraction has been known since tourists enter a tourist destination area. there are ten elements of culture as tourist attraction explained above. they are: (1) handicraft, (2) tradition, (3) history of a place/region, (4) architecture, (5) local/ traditional food, (6) dance and music, (7) way of life of a community, (8) religion, (9) language, (10) local/ traditional custom (ardika, 2004). handicraft as one of the cultural elements that exist in bali is not only useful for artisans, it is also useful for the community arround the place of tourist attraction who work as street vendors, or more known as pedagang acung. pedagang acung as explained by widiasini, (2016), is the name given specially to sellers who work in various tourist areas in bali by showing the commodity to the consumer. pedagang acung can be defined as emic since the definition is culturespecific, i.e., balinese culture. the profit from the sale of the handicraft by the people of the community with minimal capital turns out to be able to meet the needs of the vendor and his family, so that the handicraft industry that exists as the effect of ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 96 tourism with multiple opportunities needs to be investigated through the ideas presented in this paper. method this paper explains about the presentation of local community food as cultural industry product in bali. the data were obtained from the field from a study conducted in two years, journals, and relevant publications which were analyzed qualitative -descriptively. discussion tourism and its implication on other industries tourism as an industry is like a billiard ball which when it is pushed at a side, the existing balls in the triangle space will disperse to various angles. as stated by erawan (1994) the benefit from the development of tourism industry includes the emergence of diversification of incomes, growth in job vacancies, etc. the presence of very complex tourists’ needs has the implication on other commodities and services too, both directly and indirectly supporting the development and growth of tourism. in this context, tourists coming to a tourist destination area need various things which can have implications too on other economic sectors both directly and indirectly, which can be presented in a diagram as follows tourist transportation accommodation food and drink entertainment travel, rent car freelance driver, etc hotel, homestay tourism villa, etc restaurant, bar, café, stall, etc a. natural tda b. cultural tda c. artificial dta auto repair shop fuel, etc furniture, park, etc agriculture, plantation, farm, etc museum, dance, adventure, souvenir, etc etc etc etc etc ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 97 note: tda = tourism destination area figure 1.1 multiple opportunity tourism and its implications (source: widiastini, 2016). in figure 1.1 it can be seen that tourist visit has implications on various economic sectors, through the figure, with the need of transportation for the tourists who visit, then many people obtain job opportunities such as in travel, rent car, freelance driver jobs, and people whose jobs are to keep vehicles in good condition auto repair shop workers and gas station attendants will also gain benefits. similarly, when tourists need entertainment, then they will go to a place of tourist attraction. then, as the proof that they have come to that place, they also need souvenirs. hence, the artisans who make the souvenirs and the vendors can make their living by the presence of the tourists. as stated by erawan and cohen in pitana and gayatri (2005; 109-112) that tourism can give economic effects, i.e., the activation of other sectors and increase in job vacancies. tourism is a big industry which is not only producing multiple products, but also have multiple opportunities. the existence of multiple products needed by tourists has the implication on the availability of multiple opportunities for anyone who want to have a share of the tourism cake. szivas (2008; 206) gives a description about job vacancies in tourism industries as follows. “tourism is a “multiple products industry” (diamond, 1997) in which the tourist’s experience as a whole is created by mix of products. accommodation, restaurant, attraction are some products that can be mentioned. from this fact, job vacancies in tourism include jobs in various sectors such as accommodation, restaurant, attraction, flight, souvenir shop, travel bureau and travel agent, transport, etc. the different sectors are associated as wide job vacancies with various human resources (szivas, 2008: 206).” the variety of the needs of the tourists who come to a tourist destination area, both directly and indirectly have given opportunities to various people to take advantage from the tourist visit to earn some many. even, balinese artists who previously made work of art related to religion, that is hinduism, have changed after tourism is accepted as industry in bali. statues and paintings which were previously made to decorate temples and houses by the balinese are now being sold to tourists to come to bali. the tourist who come to a tourist destination area who have very complex ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 98 needs have implications on the growth of service sectors and goods sectors, which support tourism development directly and indirectly. the processing and presentation of agriculture as tourist attraction land conversion mostly occurs in various areas in bali, especially the agricultural land is transformed into a place to develop infrastructure and facilities for tourism such as hotel, restaurant and tourist object. like what has happened in seminyak. many rice fields have been converted into places where hotel, villas, art shop have been built. by the development of the objects problems have occurred which disturb the operation of the rice fields. concrete in the objects block the flow of water which irrigates the rice fields. looking at the fact, is it possible for the environment, the rice fields and subak to be preserved ? with the damage that has occurred, will the high culture of balinese community, especially agriculture survive? the use of agriculture land for tourism interest makes the give between agriculture and tourism industry. land conversion still continues in keeping with tourism discourse which puts more stress on development. this is in line with the idea of foucault which explains that power that exist in state institutions, in which there has occurred social contracts between authorities and entrepreneurs to realize land conversion, from agriculture to industry, in which the land owner has no other choice than selling his land to the tourism investor, with the assumption that he or she will get a new job in place of the old one. as what is explained by wirata (2017) that people in sesetan district complain about the government’s and investor’s attitude since they do not involve local people who have the right to agriculture in the area, so that land conversion finally causes negative impact for the local people. however, this is not easy in which to compete in tourism one needs big capital, not only material but also cultural capital, that is, education, expertise and skill as the requirements for being accepted in tourism industry, especially in the formal sector. the problem above developed from the imbalance in the sharing of agriculture produces for tourism. in addition to the problem, they put more priority to many programs than the sustainability of the cultural heritage that they have. they focus more on life style. this is what the government has to understand. culture is not only artifacts, it is social life such as special rituals that have to be offered. if ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 99 agriculture in bali vanishes, subak will vanish too, then the government has to synergize with the people in relation to agriculture that supports tourism. as what is stated by pitana and gayatri (2005: 95), the local government has a role to develop tourism potentialities in the area such as: (1) as motivator, in tourism development, the role of the local government as motivator is needed for tourism effort to continue. investor, people and entrepreneurs in tourism sectors are the main targets that need to be given motivation in order tourism development can run well. (2) as facilitator, as the facilitator in developing tourism potentiality, the role of the government is to provide all facilities that support all the programs that are run by the office of tourism and culture in the city of yogyakarta. in practice, the government can develop cooperation within various parties, both private and community. (3) as dynamist, in good governance, for an ideal development to develop, the government, the private and the community have to synergize well . the local government as stakeholder of tourism development has the role to synergize the three parties to create mutualistic symbiosis for tourism development. similar things also occur in jatiluwih tourist destination area, tabanan regency, bali. tourism attraction offers natural beauty in the form of rice fields that are very fantastic. the place is not only loved by domestic and foreign tourists, but also by the members of the team of the committee of natural heritage and international culture. because of it beauty, jatiluwih village becomes one of world cultural heritages (http://whc.unesco.org/en/list/1194). the determination of jatiluwih village as world heritage, on the one hand has broad the name of the village to the international world. however, behind the beauty of the tourism destination area, the fact is that the people of the village and the owners of the rice fields have not got any benefit from the tourism activities in their area. the agent who sold the package tour to jatiluwih village, in practice, do not only bring a tour guide. they even often bring various needs of tourists such as food, drink, and other things from their office. hence the local people earn their living by working as vendors, food and drink seller, and handicraft sellers do not get any benefits at all, they only get the garbage. as they do not get any economic benefits, the local community, the farmers in the village finally opened a new sector, that is poultry farm. this obviously has an impact of pollution coming from chicken manure that can contaminate the international tourism (sulistya, 2012). ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 100 tourism development in an area is often something which cannot be enjoyed by the local people who actually are the important part that cannot be separated from the tourism. in practice, tourism development often focuses on the need of the consumers and forget the need of the community, especially the human resources capital (widiastini, 2016). this obviously has to be an important agenda for the policy maker in developing tourism in the future, in order it can give benefits to all parties involved in it, especially for the local people. hence, as stated by widiastini (2014) traditional food is one balinese cultural component which is very good to be developed by using, processing and presenting the local raw materials to become tourism products that can be accepted by local, national, and foreign tourists. in its application one needs to understand the ingredients and the technique of processing that suit the consumers, i.e., tourists, not the public. in addition, the presentation of the product is important, in which the producers have to understand the trend in presentation that is developing, the form, color, and size/ portion which is preferred by tourists that become the target. in today’s development village tourism is a form that is develop massively almost all over the world even in indonesia, almost all provinces and regencies have develop tourists villages with the hope of maintaining agricultural land, and give an added value to agriculture so that it can be minimize land conversion. village tourism, as what is stated by naser egbali, et al. (2010, suarthana, et.al (2015), gartner (2005), and nilanjan ray, et.al (2012) that the effort to strengthen the local economic development in the village is comprehensive, given the great value of tourism, from economic, environmental, social and cultural perspectives. in this case, it can be understood that the development of village as tourism destination area needs specific action and need to be monitored continually, especially when the potentiality of a village is sighted or even wanted to be used by outsiders who have grater capital than the local people. handicraft as business multiple opportunities for people with minimal capital the culture of the community as tourist attraction has been known since tourists enter a tourist destination area. there are ten elements of culture as tourist attraction explained above. they are : (1) handicraft, (2) tradition, (3) history of a place/region, (4) architecture, (5) local/ traditional food, (6) dance and music, (7) way ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 101 of life of a community, (8) religion, (9) language, (10) local/ traditional custom (ardika, 2004). handicraft as one of the cultural elements that exist in bali is not only useful for artisans, it is also useful for the community arround the place of tourist attraction who work as street vendors, or more known as pedagang acung. pedagang acung as explained by widiasini (2016), is the name given specially to sellers who work in various tourism destination areas in bali by showing the commodity to the consumers. pedagang acung can be defined as emic since the definition is culture-specific, i.e., balinese culture. hence so handicraft industry that is present is the effect of tourism with multiple opportunities. as what is stated by szivas (2008: 206), it gives a description about job vacancies in tourism industry as industry with multiple products, in which the tourist’s experience as a whole is created by a mix of products. job vacancies in tourism include jobs in various sectors such as accommodation, restaurant attraction flight, souvenir shop, travel bureau and travel agent, transportation, etc. in addition, various sectors associated as a wide range of jobs with various human resource requirements. hence, handicraft in practice is mostly produced by people with minimal capital who have to be given good opportunities both in the process of production and sale, so that handicraft as one of balinese community cultural element can be maintained and preserved to give economic benefits to them. in terms of women, arsa (2009) in his article “perempuan dalam industri kerajinan ukir di kabupaten gianyar” explains that the presence of women in handicraft industry is the form of self-actualization of women who want to show themselves as individuals capable of working in public sectors, not only as housewives. in this case, the limitation of education that the women have also become the factor to choose a job in the skill sector. with the minimal capital the women who work in handicraft industry tend to work as finishing hands (smoothening the handicraft and painting it according to the job instruction). however, this is accepted and done well by the woman who choose to work in the handicraft industry, given the limitation of their ability, and the fact that the entrepreneur still prefer men for doing hard work in the handicraft industry. the importance of the possession of capital is stressed by plummer (2011) who break down capitals into seven for people to survive or exist. in this case, the number of people who have the seven capitals is very limited (economic resource, social resource, cultural resource, symbolic ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 102 resource, political resource, physical resource, and personal resource). however, to be able to get a certain position, one needs capital, in this case, the lest capital one owns the lest access one has, the same thing is true on the contrary, the more capital the more access to enter a job which is formal with high salary. in the channel of the distribution of the product of the balinese handicraft industry, widiastini (2015; 2016) give a special description of balinese women who choose to survive as street vendors in some tourists places in bali, especially in kintamani, in which they do not only sell handicrafts produced by balinese people but also the ones produced by artisans outside bali. they sell souvenir to tourists who visit tourism destination areas such as kintamani. sanur, kuta, tanah lot and other places which give them opportunities to get some income using their limited capitals, in which the money they get from the sale is used to meet the needs of the family. hence, it has a wide range of implications on the people with the development of tourism, the local people should have big capital to be able to take advantage from tourism and the people who only have limited capital can also take advantage of the situation by selling souvenirs. however, to make them able to take an optimal advantage, they need help from the government, at least by giving them place to sell their goods. conclusion based in the explanation above it can be understood that agriculture and handicraft can be used as alternative solution in improving the state economy in tourism sector. agriculture can be synergized with tourism through the uniqueness that can be developed, such as rice field terraces and subak system that are found in bali. in addition, handicraft provides an opportunity which is appropriate for people with minimal capital which can be developed through new innovations which are still inspired by the culture of an area with the purpose of preserving the culture of the area. references arsa, i ketut sida. 2009. “perempuan dalam industri kerajinan ukir di kabupaten gianyar”, jurnal rupa dan desain prabangkara, volume 12, no. 15. ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 103 ardika, i wayan. 2004. “pariwisata bali: membangun pariwisata budaya dan mengendalikan budaya pariwisata”, bali menuju jagadhita: aneka perspektif. denpasar: pustaka bali post. bagus, i gusti ngurah. 1979. “kebudayaan bali” in koentjaraningrat (ed.) manusia dan kebudayaan di indonesia. jakarta: penerbit jambatan. dwicahya. 2014. ajeg bali untuk pariwisata berwawasan lingkungan”. at http://balebengong.net/kabar-anyar/2012/08/08/ajeg-bali-untuk-pariwisataberwawasan-lingkungan.html, accessedon: 14th september 2016. foucault. 1982. the subject and power, in the essential foucault. new york: the new press. naser egbali, et al. 2011. “effects of positive and negative rural tourism (case study: rural semnan province) journal of geography and regional planning, vol. 4, no. 2, pp. 63-76. nilanjan ray, et al. 2012. “rural tourism and its impact on socio-economic condition: evidence from west bengal, india”, global journal of business research. volume 6. no. 2. pp. 11-22 pitana, i gde. gayatri, putu g. 2005. sosiologi pariwisata. yogyakarta: andi. plummer, ken. 2011. sosiologi the bacis. jakarta:raja grafindo persada. soheila khoshnevis, yazdi. 2012. “sustainable tourism”, american international journal of social science. vol.1, no. 1, october 2012. pp. 50-56. szivas, edith. 2008. “pengaruh sumber daya manusia terhadap pemasaran pariwisata” in pemasaran pariwisata internasional sebuah pendekatan strategis. francois vellas dan lionel becherel (ed.). indriati (trans.). jakarta: yayasan obor. widiastini, nma, nyoman dini andiani. risa panti arini. 2014. “pengemasan makanan lokal sebagai produk wisata kuliner di bali”, jurnal ilmiah pariwisata, stp trisakti. vol. 19, no. 2, pp. 121-133. widiastini, ni made ary. 2015. “kebertahanan perempuan pedagang acung pada kawasan pariwisata kintamani, bali”, jurnal ilmiah pariwisata. volume 20, no. 2. widiastini, ni made ary. 2016. “pedagang acung sebagai basis ekonomi keluarga di desa batur tengah, kawasan pariwisata kintamani, bali”, disertasi. denpasar: program studi doktor kajian budaya. widiastini, ni made ary, i gede mudana. 2016. women as souvenir vendor in kintamani bali: strengthening the economic base of the family. international journal of multidisciplinary educational research, volume 5, issue 7(1), pp. 1-17. wirata, gede. i made merta, anak agung ngurah anom kumbara, putu sukardja. 2017. “the practice of functionally converting the irrigated rice fields in south denpasar district”, volume 10, no. 1, february. http://balebengong.net/kabar-anyar/2012/08/08/ajeg-bali-untuk-pariwisata-berwawasan-lingkungan.html http://balebengong.net/kabar-anyar/2012/08/08/ajeg-bali-untuk-pariwisata-berwawasan-lingkungan.html ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 104 ideological discourses on environment in bali tourism development ngn suci murni 1, i gede mudana 2, dm suria antara 3 jurusan pariwisata politeknik negeri bali 123 email: gustinymsucimurni@pnb.ac.id1, gedemudana@pnb.ac.id 2 abstract the environment is increasingly occupying important issues in all aspects of life including the tourism business that is often highlighted to ignore the environment. because it is so crucial, it is constantly discoursed not only in local and national contexts but more globally. in these evolving discourses, it turns out that there are a number of ideologies that show the interests of those who discoursing them. this research uses qualitative approach, and scientifi cultural studies paradigm. the purpose of this research is to know the ideologies of global, national and local environmental discourse. research results show that based on the global ideology of sustainable development, there are ecological sustainability, economic sustainability, and social sustainability. ideology of national environmental discourse which is a transformation from developmentalism ideology (modernization) can also hegemonize company industry, society, with legitimizing by law and regulations issued about tourism and environment, so that the sustainability of development can be achieved. the ideology of local environmental discourse there are various local knowledge (local genius) related to the environment that has been practiced by certain countries, especially the developing countries, where tourist destination areas such as bali have run it through religious ritual, as well as through the daily life of the community . keywords: ideology, environmental discourse, tourism development. introduction the issue of green tourism emerged because of some problems such as market saturation of destinations offering conventional products, increasing global warming that has become a global issue, awareness of tourism and tourism industry actors, as well as sustainable tourism development which is including tourist satisfaction, environmental conservation and welfare of local community (france, 1997) which can also be seen in three folding or three pillars (perlas, 2000). all are involved in carrying out sustainable tourism activities namely government, employers, society (politico-economy-culture). each of these pillars has an interest in the sustainability of the business or practices that occur in the world of tourism. almost all tourism components including the hospitality industry are motivated into green issues to meet the tastes of tourists and to comply with central and local government regulations in tackling environmental damage (murni, et al., 2014; https://ojs.unud.ac.id/index.php/ecs/article/view/9117, downloaded 8 mailto:gustinymsucimurni@pnb.ac.id https://ojs.unud.ac.id/index.php/ecs/article/view/9117 ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 105 december 2017). green tourism or green tourism is a term that is widely used to show various activities related to tourism based on the environment, thus green tourism is very close to the term sustainable tourism and eco tourism. sustainable tourism is a tourism activity with various forms, which is expected to meet the needs of tourists and the host community, but still protect and improve future needs, sustainable tourism must be able to meet the four criteria that is environmentally, socially, culturally, economically that is not negatively impact on environmental changes, in other words the environment must be maintained, not harmonious with respect to the culture and social of the local community, and economically can benefit the company, the government, and the local community (mowforth 1998). ecotourism essentially emphasizes on some characteristics of promoting positive environmental ethics, not destroying natural resources, concentration on intrinsic rather than extrinsic values, ecocentric oriented rather than anthropocentric, must be beneficial to wildlife and environment in terms of science, economics, and politics. it should also be an experience in the field of the natural environment, can be a place for education and appreciation, and has a high dimension of cognitive and affective experience (page and dowling, 2002: 26) mowforth and munt (2003: 321) describe the relationship between tourismsustainability-globalisation, which relates to the first world power over the third world. sustainability discourse is deliberately triggered by developed countries for the sake of the environment (rio summit) which actually protect the interests of the environmental capitalist. developing countries are forced to follow rules or regulations to save the environment by paying for or buying products produced by developed countries. its environmental ideology is certainly its estuary on economic benefits. in other words, in order to survive global capitalism must produce consumption itself. producing consumption means creating artificial, luks or pseudo necessities that are not essential (piliang, 2011: 209). implementation of green tourism in the hotel refers to operating activities that are based on global environmental practices implemented from one of the accreditation/certification used by the hotel (murni, et al., 2017). the environment in question is both the physical environment and the cultural environment, both within the hotel itself and the surrounding environment, as well as the surrounding community environment (yusof, 2014). in the implementation of the physical environment the emphasis is more on the environmental management system, which leads to energy savings, water savings, waste treatment and hotel waste that mostly ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 106 refer to iso 14001 or iso 14000 series. almost all environmental management systems in the hotel use the standardization. beside that, the global environmental accreditation, the hotel is also required to follow and adhere to local regulations, including to implement local wisdom owned by the local community where the hotel was built. the hotel implements global environmental green tourism practices on the one hand and tri hita karana's local environment on the other hand to meet environmental and cultural concerns, as well as to increase income from the economic side. however, when the environmental practices are implemented simultaneously, there will be problems at the hotel because the concept of green tourism (global) is different from the local concept. the concept of green tourism globally emphasizes both aspects of nature and human aspect, or can also be divided into three aspects, ecology, economy, and sociology, while the local concept emphasizes three aspects, namely environment, human, and god (ecology, sociology, theology) . research methods this study is a literature review and designed using qualitative methods, in accordance with the study of interdisciplinary cultural studies, which describe and interpret in depth about environmental discourse. in accordance with the methods used, data analysis techniques in this study is qualitative data analysis techniques. data analysis performed in accordance with qualitative analysis procedures as presented miles and huberman (2009: 16-19) that is data reduction, data presentation, as well as the conclusion and verification of data. results and discussion eagleton (1991: 1-2) provides a variety of definitions of ideology, best suited to a local-global ideology in environmental certification. especially some ideological meanings that say a set of characteristics of ideas or thoughts of a particular group or class, ideas that help to legitimize dominant political forces, false ideas that help to legitimize political power, conjuncture of discourse with power, conscious social actors understand the world. ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 107 global ideology the global ideology in the discussion here is described from sustainable development in terms of three aspects, namely ecological, social and economic sustainability. in addition, the global clean and green ideology is also widely adopted by almost all countries in the world. the term sustainable development is used for the first time in the international conservation of nature (iucn) report themed on the world conservation strategy or 'global strategy for conservation'. however, this term has unwittingly been used also by dr. gro harlem brundtland, prime minister of norway and president of the world commission on environment and development, established by the united nations in 1983. sustainable tourism development is described as a process that can meet the needs or satisfaction of tourists, can meet the needs of the host community, and can preserve the environment in the long term. sustainable tourism must be able to meet criteria that is environmentally, culturally, economically (mowforth, 1998). that is, it does not have a major impact on environmental change. in other words, the environment must be maintained, does not cause disharmony to the culture and social of the local population, and economically can meet the benefits of companies, government, and local residents. the least sustainable tourism can fulfill the triple bottom line (economic, social/cultural, environmental) or can meet five aspects called pentagon magic term described by five diagonals, namely (1) economic health, (2) well-being of locals, (3) satisfaction of guests, (4) protection of resources, and (5) healthy culture (donyadide, 2010: 427). the global ideology in the field of the environment can also be seen in the first sustainable development discourse or initiated in 1987. however, initially the issue of sustainable development was discussed through the un conference on the world environment held in june 1972 in stockholm, sweden. the conference can be regarded as the embodiment of the international community's awareness of the importance of cooperation in handling environmental problems and at the same time the starting point of the next meeting discussing development and environmental issues. the stockholm-based conference with the motto "only one earth" produced declarations and recommendations that could be grouped into five main areas: settlement, natural resource management, pollution, education and development. the stockholm declaration calls for the shared commitment, the shared view and ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 108 principles of the nations of the world to protect and improve the quality of the human environment. the introductory human environmental concept emphasizes the need for measures to control population growth, eliminate poverty, and overcome the hunger suffered by most people in developing countries. the stockholm conference begins to involve all governments of the world in the process of environmental assessment and planning, unifying the opinions and concerns of developed and developing countries for saving the earth, promoting community participation and developing development with environmental considerations (http://www.menlh.go.id). from the perspective of global ideology, the practice of green tourism in the five-star hotel in nusa dua tourism area can be seen from the offer of green tourism certification given to the hotels that are able to control the environmental management, especially in energy saving, water, solid and liquid waste management, as well as the hotel's commitment in the social and cultural fields of the local community for the sustainability of the company without sacrificing the environment. in environmental terms, environmental certification has also been pioneered by the united states by introducing acclaimed and highly prestigious accreditation and certification, green globe 21, which certifies hundreds of countries in the tourism sector and other sectors deemed to be implementing environmental management. earthcheck is also a derivative of the green globe that certifies the asia pacific countries in accordance with the agreement of the united states with other countries, such as australia (ec3 global) in selling certification to its target countries such as indonesia. as described by newell (2010: 6), hegemony is never finished, even the extension and deepening of the logic of capitalism into the new geographical and ecological territory of this planet seems unprecedented. this process needs to be adequately understood as a political and economic phenomenon with important social and environmental consequences for both academics of global environmental change and for all as a society, who will live with the benefits and problems it will bring. furthermore, gramsci discloses that hegemonies such as an agreed consensus, in this case such a body or institution that sells global environmental certificates to other hotels or companies in the name of environmental saving is economically beneficial and sociable. the slogans are also very persuasive and very appreciative of planet. as earthcheck's slogan is "the planet deserves more than half measures". from the slogan put forward by agencies / companies that sell ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 109 environmental labels, it's as if they really appreciate the planet or the earth, whereas every kind of label is offered, all there is to pay. environmental awards, first initiated by the united states as a certifier or award to resort companies or hotels that have implemented green tourism. just look at the green globe or earthcheck award given to hotels that have become partners and notabene is an international hotel chain that had previously made a deal. with prestigious awards globally and awarded to the hotel's international network, its echoes will be heard and felt all over the world. ultimately as a global certification body / institution will be easy to sell its products labeled environment. what's more now the trend of tourists also changed, ie they will find tourist attractions and places to stay that tend to lead to green tourism. economic sustainability actually becomes the focal point of all activities under the guise of the environment. almost all declared planetary slogans carry the economic sustainability behind it. just look at the world footballers invited to plant mangroves for the "save the planet", the tail is the revitalization of the bay of benoa which ultimately also contains the economic ideology of central (central) power. in addition to the economic sustainability ideology undertaken by the state, globalization has also become the most successful instrument for changing international politics. almost every country exploits globalization for the national interest. using a variety of methods, both from subtle and rough ways. some use violent instruments to assert their position on the international scene, others use trading instruments to widen market share to developing countries. among the players of globalization there is also that infiltrate their cultural elements into the system of other countries in order to increase the image of the country. according to huntington (1996: 215), in the global arena, the question of hegemony seems to be one of the most relevant social theories to know the process of ideological war called war between civilizations. with the advent of information technology and transformation, the barriers of the country due to distance and deadline seems to have become no longer a constraint. as a result, the flow of information exchange from different parts of the world flows freely to all corners of the world. this condition allows seizure of influence between a country to another. that is why the countries that control in the media of information technology are the ideological-political rulers of the world. the united states is the only superpower country that has proven its victory in this arena. the products of this superpower culture have penetrated and become a mecca in ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 110 almost all countries. in the field of tourism especially hospitality, the united states has managed to sell hotel branding to the world including indonesia, where bali can be said representation of indonesia because almost all hotel chains in indonesia exist in bali. the chain hotels are hyatt, sheraton, marriot, westin, st regis, laguna, and many other hotels under american management. the five star hotels in nusa dua are inseparable from the interests of certain parties to make a profit, both in business and in the economic field. the hotel is one of the important components of tourism that provides a lot of jobs for the people around nusa dua tourism area and the people of bali in general. behind the practice of green tourism and thk award in five star hotels there are several other ideologies working behind it, such as the economic ideology of the tourism industry. the ideology of the tourism industry works in a subtle way by impersonating the economic welfare of the people around the five-star hotel area so that unemployed people can work as employees in the hotel or villa built. the above is similar to althusser's opinion (2010: 128) which states that under feudalism, when humanist ideology becomes revolutionary, it remains bourgeois. in a bourgeois class society, economism always plays, and still plays a role in veiling certain economic and economic practices of class which is governed by the relations of production, exploitation and exchange, and by bourgeois law. based on sustainable development or sustainable tourism that also gives attention to social aspect, it is better to see the implementation of csr (corporate social responsibility) at five star hotel in nusa dua tourism area. because the concern for the surrounding community can be seen from how seriously these hotels implement csr which is one of the requirements of awarding environmental certification. csr is also a derivative of the concept of sustainable development that must be run by all corporations or companies that utilize natural resources for the benefit of the company. csr initiated by developed countries is actually made to deceive or eliminate the sins committed by the company because it has exploited nature and its contents for the benefit of his company. the industrial logic applied to the market (corporation), in which the law of the market turns out seems to be fooled by the imposition of this csr. the industrial logic disguised in the spirit of capitalism seems to be declared with these social responsibility issues. in fact, the main objective of the issues that developed among the marxists and socialism itself still believe that ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 111 development developed in various parts of third world countries is still in the form of developmentalism itself. environmental issues in its own journey are an inevitable part of an industrialization. this reality seems to be a justification that industrial (economic) and ecological concepts are two things that are hard to find. this fact further reinforces that the two concepts contradict each other. the classic question that always arises is whether this economic development should sacrifice the environment. as if this question can be answered by implementing csr in helping to alleviate the problems, in addition to promoting and of course imaging as an environmentally friendly business and side with human life. it should be noted that in the past year the total amount of csr donations allocated by corporations to address environmental concerns amounted to 5% of corporate profits, used for human needs (basic living, education, health and housing) costs, for supporting infrastructure and the rest for the restoration of his own natural conditions. conversely, the social costs required to recover against natural conditions are many times that number. corporate profits and natural recovery costs are usually not comparable. national ideology the global economic interests, along with national, ethnic, religious, and political ideologies will continue to fuel a conflict that can lead to mass mobilization activities that are able to legitimize the new regime. the economic and political system is ideologically or in the context of the social actors capable of changing the system. in everyday life things like this are often seen, all groups do or enter the idioms they have to achieve goals, both personally and in groups. in the case that the government gives permission to build starred hotels in community-sterilized locations, where the location has been sacred from the sordid but due to economic and tourism interests, the government permits the building of hotels. these events in life can be present in the self as a series of messages that are very confusing or can be present in the self as potential messages in the form of a stimulus of the natural environment that is present in the self as a living organism. some messages are also present in the form of language and some present in the form of social codes, even present in the form of ideologies that acting as power (rudyansjah, 2009: 42). this suggests that ideology and power are spreading everywhere, both in the highest system of government to the lowest system of ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 112 government, in education ranging from the lowest to the highest, as well as the life of society in the micro-political level. the construction of a five-star hotel in nusa dua is not only the ideology, power and politics of the local or provincial government, but there is an ideology and other power behind it that helps so that ideology, power and politics goes well without any significant obstacles. althusser (2012: 25) explains that his ideology and practices in each of these apparatuses are the realization of an ideology (regional unity of different religions, ethics, politics, aesthetics, etc.) whose existence is guaranteed by his position on the ideology of the ruler. thus an ideology always exists within an apparatus and in its practice. from an analysis study conducted in connection with the marketing and tourist needs of attractions, beaches and culture, it is deemed necessary to protect balinese culture (locals) from large-scale development and bring about great change. therefore, it is suggested that the development of tourism should be separated (enclave) with the local people, its location is recommended on the seafront, and close to the airport. so the consultants dropped their primary choice on nusa dua. actually the separation of tourism development with the local population is not only to protect the local culture but also to secure capitalist exploitation. according to mbaiwa (2005, 159), tourism enclave is a kind of '' internal colonialism ''. natural resources in a host region benefit the outsiders, which can mean that enclavism is internal colonialism, because it benefits more outsiders, whereas the local people get little or nothing. the same thing can be seen in the writings quoted from twinside.org which reveals that modernity and economic processes that support this demand also simultaneously dictate the form and speed of the development of tourism. globally, the process of enclavisation in tourism has been the result of the need to create exclusive tourism centers. enclaves are also often seen as safe investments, which will ensure stable, continuous, reliable income streams, unfamiliar with the tourism sector. enclavisation exploits local resources, but provides little benefit to the local economy. the establishment of btdc (bali tourism development corporation) as a developer and manager of nusa dua tourism area, can be attributed to michel foucault's theory of power / knowledge in which government power is not a property, but a strategy. btdc then changed to itdc, which is indonesia tourism development corporation, where itdc as a single autonomous enterprise in developing and managing nusa dua tourism area is a representative of central ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 113 government in managing the area with vision and mission "to be world class company (corporation) developing and managing tourist resort with environment friendly and social / cultural approach. with the mission, itdc as a state-owned company (owned by the government) has the authority to develop the area that in fact should benefit from the development. the question is whether a state-owned enterprise whose profits to profit does not sacrifice the environment and culture. the answer to this question is very difficult because there is no development without using land. every land that is built there must be a change and often evictions occur, either the eviction of people who support the culture, various living things that inhabit the original habitat, or plants that have various functions. local ideology in accordance with foucault's theory of power discourse/knowledge, which reveals that the power of knowledge is not only the power of the state, on the sociopolitical structure, the capitalist-proletarian structure, the boss-slave relationship, the periphery-center relationship. but instead focusing on smaller individuals or subjects that are more easily conquered because power in this case is not property, but strategy. this means that what is needed by society today can be adopted and fulfilled although in practice it can not be seen clearly the promised result. the discourse of clean and green was proclaimed by the governor of bali from the time the head of the province of bali until the second period, the discourse continues and is planned until 2018 until the end of his post. from the beginning the governor of bali is committed to making bali the first clean and green province in the country. this program is in line with the efforts to conserve the environment and nature of bali in the midst of the swift currents of globalization, as the conception of tri hita karana. from the above description can be criticized that the discourse of clean and green by raising green economy and green culture is very difficult to implement. how can say green economy if hotel development in south bali never stops. the number of hotel developments leads to uncontrolled groundwater drainage, reduced green spaces, coastal densities that can cause abrasion, development imbalances will invite jealousy, and many other issues that are incompatible with green ecomomy: economic improvements, accompanied by welfare and community civility without sacrificing natural resources. similarly, green culture is very difficult to measure, such as what is green culture and whether a culture that is steady or dynamic culture. moreover, clean and green, it seems still far from expectations. ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 114 clean or clean are also a lot of indicators, not only solid and liquid waste, but also hygiene and sanitation that become one unity. in the hindu religion of bali, tri hita karana (thk) is a concept of the cause of harmony. thk is a concept born from the teachings of hinduism relating to how human relationships with what is around him and who created it, which consists of elements parhyangan, pawongan, and palemahan. since 1969, thk is a foundation philosophy in balinese society development and confirmed in the regional regulation on rtrwp, namely the regulation of area or perda no 4/1996. until now thk has become a philosophical foundation in the life of balinese hindu society, both in action with society and actions with human beings. the application of tri hita karana in the life of hindus in bali can be found in the realization of parhyangan (parhyangan to the local level in the form of the heaven of the universe, at the village level in the form of the village temple or kahyangan jagat, hindu people in bali, for indigenous villages include customary village, family level covering all family members, pawongan at the local level covering the province of bali, at the village level covering border of village "asengker" bale agung, at family level covering housing yard. the global ideology of the developed countries hegemonizes developing countries under the pretext of saving the earth. the ideology of the state is also almost the same as adopting criteria or standards issued by developed countries. the difference is that the government hegemonize companies, institutions, and society for the sake of sustainable development that includes three important aspects, namely environmental, economic, and social. local ideologies also do not want to lose in sounding save the environment by promising harmony, by cooperating with thk philosophy that has become the basis of life of the balinese hindu. the thk award's local ideology can be seen from the three aspects used as the criteria in certification or awarding the hotel, tourist attraction (such as recreation park / ecotourism), resorts, tourist attractions, special retreat, tourist areas, schools, colleges and offices /government agencies. thk award wishes to provide awards and accreditation to companies and agencies, in order to implement thk philosophy in accordance with the criteria set by its benchmarks. tri hita karana award sold to hotels also need to be scrutinized from all three aspects. for example, the application of thk in a hotel that is considered good and has been certified gold/emerald, whether must have run all aspects with ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 115 harmony. this is important because the harmony itself is actually very difficult to measure although it can be quantified statically. for example, a hotel has a physical environment in accordance with the standards, the surrounding community has gained welfare, its temple is very artistic and in accordance with its location. it is debatable whether the hotel can be said to be "holy" because its rooms are littered with intimate relationships, for example by non-married spouses or when that happens, whether a regular religious ceremony (hindu) done by the hotel is sufficiently capable to neutralize the chaos that occurs. conclusion based on the chapters discussed above can be drawn several conclusions, namely as follows. the ideology of environmental discourse in the global context begins with the ideology and discourse of sustainable development that is always used as a backdrop for every development. based on the ideology of sustainable development, it can be divided into ecological sustainability, social sustainability, and economic sustainability. the ideology of environmental discourse in the national contest (indonesia) which is incarnate on the ideology of development can also hegemonies the company, society, by legitimizing through the laws and regulations issued about the environment and environment so that the sustainability of development can be achieved. in addition, the government also issued regulations on the determination of the tourism area of bali, including the enclavism of nusa dua tourism area, the itdc's economy as a regional manager, and the determination of the strategic area of national tourism (kawasan strategis pariwisata nasional or kspn). the ideology of environmental discourse in the local context (bali) can also play a role in environmental discourse, clean and green issues are also part of the global ideology which has been practiced by some developed countries also descended on developing countries, and ultimately boils down to the deep areas thk ideology which is the three concepts that contain the meaning of the cause of harmony. thk is a concept born from the teachings of hinduism relating to how human relationships with what is around him and who created it, which consists of elements parhyangan, pawongan, and palemahan. this local ideology was transformed into thk award initiated by thk award team from bali travel news which is the bali post media group. after ten years of running, eventually separated ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 116 with bali post by making their own foundation (thk award foundation), but still seek government support for the sustainability of thk award. thk award is claimed to have the support of the rulers of the environment to get the legitimacy of certification / accreditation to hotels and other companies. the criteria of each aspect (parhyangan, pawongan, and palemahan) are assessed, adapted to the criteria/standards derived from global environmental certifications, such as ems and iso 14001, which are also widely used by the global environmental certifier. references althusser, louis. 2010. tentang ideologi: marxisme strukturalis, psikoanalisis, cultural studies. yogyakarta: jalasutra. eagleton, terry. 1991. ideology: introduction. london. verso foucault, michel. 2002. pengetahuan dan metode, karya-karya penting foucault (transl.: arief). yogyakarta: jalasutra france, lesley. 1997. the earthscan reader in sustainable tourism. uk: earthscan pubication ltd. mbaiwa, joseph. 2005. “enclave tourism and its socio-economic impacts in the okavango delta, botswana”, tourism management 26 (2005) 157–172 (elsivier). miles, m. b. and huberman, a. m. 2009. analisis data kualitatif (tanslated by tjetjep rohendi rohidi)(. jakarta: universitas indonesia press. mowforth, m dan munt, i. 1998. tourism and sustainability, new tourism in the third world. london: routledge. murni, n.g.n.s., kumbara, a.a., sirtha, i.n. and mudana, i gede. 2014. “globallocal environment certification at five star hotels in tourism area of nusa dua, bali”. e-journal of cultural studies, 7 (2) (https://ojs.unud.ac.id/index.php/ecs/article/view/9117), downloaded 8 december 2017). murni, n.g.n.s. and damayanti, i.a.k.w. 2017. “dampak sertifikasi lingkungan terhadap lingkungan fisik pada hotel bintang lima di kawasan nusa dua”, soshum-jurnal sosial dan humaniora, 6(2 juli), p.179. newell, peter. 2011. the elephant in the room: capitalism and global environmental change. global environmental change 21 (2011) 4–6. page, s dan k, dowling. 2002. ecotourism. new york. prentice hall. perlas, nicanor. 2000. shaving globalization civil society, cultural power and three folding, new york : cadi and global network for social threefolding. rudyansjah, tony. 2009. kekuasaan, sejarah, dan tindakan sebuah kajian tentang lanskap budaya. jakarta: rajawali press. yusof, z.b. and jamaludin, m. 2014. barriers of malaysian green hotels and resorts. procedia-social and behavioral sciences, 153, pp.501-509. zengeni, n., zengeni, d.m.f. and muzambi, s. 2013. hoteliers' perceptions of the impacts of green tourism on hotel operating costs in zimbabwe: the https://ojs.unud.ac.id/index.php/ecs/article/view/9117 ijaste – international journal of applied sciences in tourism and events vol.1 no.2 december 2017 117 case of selected harare hotels. australian journal of business and management research, 2 (11), p. 64. other sources peraturan pemerintah republik indonesia nomor 50 tahun 2011 tentang rencana induk pembangunan kepariwisataan nasional tahun 2010 – 2025. peraturan daerah provinsi bali nomor 2 tahun 2012 tentang kepariwisataan budaya bali. peraturan daerah propinsi bali nomor 3 tahun 2005, tentang rtrw. http://www.academia.edu/2205555/transformasi_wacana_dan_praksis_politik_lingk ungan (downloaded, 14 march 2016). http://www.btdc.co.id/bali (downloaded, 15 october 2015). http://www.bappeda-provbali.info/clean-green.html (downloaded, 20 january 2015). http://www.iso.org/iso-14001-environmental-management.html (downloaded 15 february 2017). http://www.menlh.go.id (downloaded, 25 may 2016). http://www.undp.or.id/factsheets/indonesia/fs_eu_ncsa.pdf (downloaded, 10 june 2015). http://www.btdc.co.id/bali http://www.bappeda-provbali.info/clean-green.html http://www.iso.org/iso-14001-environmental-management.html http://www.menlh.go.id/ http://www.undp.or.id/factsheets/indonesia/fs_eu_ncsa.pdf hubungan kualitas kerja dengan kepuasan anggota koperasi pasar srinadi di kabupaten klungkung ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 19 the cultural characteristics of international tourists i putu budiarta department of tourism, politeknik negeri bali, indonesia email: putubudiarta@pnb.ac.id abstract number of international tourists visiting bali, indonesia, keeps increasing. they usually come from different countries and cultural background. objective of this research is to introduce some cultural characteristics of chinese, japanese, korean, australian, american, german, indonesian, and balinese. data of this literature review was based on some academic books and electronic data from internet. data was collected by reviewing some books and articles and by observing the characteristics of resident’s culture. the result showed that the culture of tourists and the culture of residents are very different. japanese, chinese, korean, indonesian, and balinese prefer collectivism or group to individualism but, australian, american, and germany prefer individualism to collectivism. indonesian and balinese like asking about religion, age, salary, and possession but australian, american, and germany don’t like asking about them. it is recommended that all tourism employees should know about the tourist’s cultural aspects so that no misunderstanding between the tourists and the residents. keywords: tourism, destination, international tourists, culture, cross cultural understanding. introduction bali is one of the most popular tourist destinations in the world which has been known since 1914 when the dutch ship kpm for the first time brought some tourists to bali. since that time the number of tourist visiting bali was increasing continuously. after hotel bali beach, sanur, was opened in 1966 and ngurah rai international airport, tuban, in 1969 the tourism in bali developed more rapidly. moreover, development of inclusive international hotels in nusa dua in 1990s could attract higher class of tourists. all those tourist facilities, beautiful nature and unique culture of bali has made bali the most famous tourist destination in the world. tourism has caused the increase of economy in bali. in 1998, income of balinese was 51,6% and came from the tourism sector and 38% of job vacancy in bali was from tourism sector (pitana in ardika 2003: 57). in the last seven years the number of tourists visiting bali still showed the growth. below is a table of international tourists visiting from 2011-2016 (see table 1). mailto:putubudiarta@pnb.ac.id ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 20 table 1 the international tourists visiting bali 2011-2016 nationality international tourists visit 2011 2012 2013 2014 2015 2016 asean 335,949 373,586 418,012 483,487 422,986 416,429 asia (non asean) 802,410 834,225 995,423 1,236,81 6 1,424,995 1,839,893 america 139,078 154,741 164,666 177,940 214,518 184,374 europe 633,378 635,301 712,418 736,188 842,436 1,151,922 oceania 825,556 859,978 892,615 1,050,42 2 1,042,001 1,202,805 africa 15,826 18,640 19,385 18,137 27,830 8,398 crew 74,512 72,861 76,079 63,648 27,069 124,115 total 2,826,709 2,949,33 2 3,278,59 8 3,766,63 8 4,001,835 4,927,937 (source: central bureau of statistics of bali province, 2017). it could be concluded from the table that the growth of international tourists visiting bali from 2011 to 2016 increased continuously. in 2012 the increase was about 4%, in 2013 was 11%, in 2014 was 12%, in 2015 was 10% and in 2016 was 23%. the most of the international tourists come from asian countries (non-asean) such as china, japan, korea, india, and others. it is then followed by oceania countries (australia, and others), then european countries (germany, dutch, united kingdom, and others). asia (non-asean), oceania, and europe are the biggest three of tourist producers for bali. tourism is an activity that takes place when, in international terms, people cross a border for leisure or business and stay at least twenty-four hours, but less than one year (mill, 1985: viii). the tourist’s activity from origin to destination will establish some business such as airlines, taxis, railroads, hotels, travel agents, amusement parks, museums, spas and other health resorts, performing arts, and others (frechtling, 2001: 15). the international tourists that visit bali, of course, will bring their own cultures. culture is a set of beliefs or standards, shared by a group of people, which help the individual decide what is, what can be, how to feel, what to do and how to go about doing it (peters and ameijde, 2003: 88). some elements of culture are religions, beliefs, ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 21 languages, traditions, customs, life-styles, behavioral patterns, dress codes, and many others. generally, there are two different cultures: western and eastern culture. in the western cultures people are less dependent of each other and individualistic. but in eastern cultures people are dependent each other and collective. in tourism activities there is a process of serving people at hotel, tours, transport or tourist attractions. there are at least two people from two different countries and culture will communicate. there is also a contact or communication between the tourists and the residents whose cultures are different. inskeep (1991: 367) stated that culture differences between residents and tourists could create frustrating situations and sometimes lead to misunderstanding. in order to decrease the misunderstanding between the tourists and residents it is important to know, respect and understand the cultural characteristics of the tourists and residents (cross culture understanding). if the tourists like local cultures in a destination, then they will be repeaters (repeat tourists) in the destination (sutama, mudana, and astawa, 2017; <https://ojs.pnb.ac.id/index.php/ijaste/article/view/536>). based on that background, this article will discuss the cultural characteristic of international tourists which are very different among each other. the discussion involves cultural characteristics of chinese, japanese, korean, australian, american, and germany. in addition, it is also important to discuss the cultures of indonesian and balinese for comparison. research methodology this is a literature study research. data in this research was based on resources from academic books related with culture. to support the academic resources the author also used some electronic data from the internet. the cultural characteristics were identified by searching at the internet channels using the phrases “characteristic of chinese, japanese, korean, australian, american, germany, indonesian and balinese”. the selection was based on the criteria of the most nationalities visiting bali. https://ojs.pnb.ac.id/index.php/ijaste/article/view/536 ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 22 results and discussion the following are description of some personalities, traits or characteristics of some international tourists that visit bali such as chinese, japanese, korean, australian, american, germany, indonesian, and balinese. according to administration of china fashion agency (2017), the characteristic of chinese tourists are the following.  chinese get used to doing things in groups. according to the latest report by national tourism agency in china, 70% of chinese people travel through agency organized groups. most chinese people have never travelled abroad until the recent decade, so they are less eager to explore alone.  chinese love shopping for luxury products abroad. these products are very expensive in china and are regarded as important when showed to other chinese people. about 60% of the chinese tourist budget is dedicated to shopping.  chinese tourists lack culture awareness. it is not because their foreign language is not good enough, but they don't have the patience or desire to listen, but prefer to stay together and make noise.  money is the most important thing for chinese tourists. when they saw the chinese ceramics in the british museum, they kept on debating about how much it's worth and even made comparisons with the auction prices of similar products in china.  chinese tourists like to take photos, no matter where they are, and whether they had other's permission or not, they’ll take photos of local strangers or local premises.  chinese tourists are not only contemptuous to regulations of foreign countries, but also contemptuous to the regulations of their own country.  chinese sometimes publically pull off their socks and eat with their heels resting on a chair, or noisily swallow food, or sneeze loudly without covering their mouth.  chinese tourists may be very generous when purchasing luxury goods, however, they are very stingy with service tips. gerhold (2013) stated that characteristics of the japanese are the following. ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 23  japanese is polite. the traditional japanese bow used as a greeting during any given exchange. though handshakes are perfectly common in japan now, they more often than not come with a bow as well (or two or three).  japanese is punctual. japan takes its time management very seriously. the japan railway (jr) and other connecting subways and train systems are well-known for their incredibly punctual schedules. when there is a delay of even a minute, the whole system gets thrown off.  japanese is hard-working. it’s common for people to work several more hours after their contractual quitting time. even if you have a contracted job, it’s still considered rude to leave right on schedule.  japanese is respectful. in japan, the older you get, the wiser you are considered and the more respectfully you’re treated. you’ll get in big trouble if you use informal language with a person older than you unless they’re family. even then, some relatives still expect proper formal language befitting of their senior status.  japanese are very shy people. this might be linked to their focus on politeness and respect. many japanese people worry about their foreign language skills and fear saying something incorrectly in english when they talk to native speakers.  japanese is prefer to group. they prefer share ideas with their peers and make a group decision. when they go traveling they prefer in group to individual.  japanese is very formal. this manifests itself in both manner and language. japanese has many different formality levels depending on who you’re addressing.  japanese is clean. many internet users have seen japanese tourists pick up trash from around campsites and rest stops even when they didn’t make the mess themselves. keith (2014) stated that the personality traits of koreans are the following.  koreans are green. korea also takes its recycling programs serious! bio-waste matter (left over food) is recycled through yellow plastic bags that are meant specifically for compost matter (which is rumored to be super eco-friendly and fed to pigs!). in addition, everything is separated by glass, plastic, cardboard and cans.  koreans are sleepless. korea’s really a night owl’s paradise. after work, friends like to get together and have dinner with a few drinks. but going home right after http://www.korea4expats.com/article-trash-bags-seoul.html ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 24 that isn’t very korean. instead, there’s almost always a round 2 (2차 – i-cha) and sometimes rounds 3, 4 and 5, going on well past most people’s bedtimes.  koreans are extremely emotional. when a person dies in korea, it’s not quiet; koreans give new meaning to the word “cry.” but of course death is an emotional aspect for any culture.  koreans are addicted to smartphones. korea is quite literally one of the most connected nations on earth and that means connectivity everywhere: in the subways, on top of mountains and even in elevators. just watch any scene in a korean subway; people are paying more attention to their phones than the people around.  koreans are obsessed with new york, paris, and london. combine korea’s new york obsession with romantic parisian cafe culture and you got your own brand of korean style coffee shops. london is glamorized for its fashion and regality. it’s all fueled by romantic images of new york, paris and london by the korean media. korea loves their cosmopolitan nature, and seoul definitely strives to be just like them.  koreans are pressured. there’s a lot of pressure to get ahead in all facets of life in korea. mothers with money will enroll their kids in english nurseries at close to $1000 usd a month so kids learn to speak without accents. mothers with less money will send their kids to english academies (or math, science, history, etc.) to try to get a step ahead of everyone else.  koreans are impatient. koreans have a ppalli-ppalli culture (meaning “hurry, hurry”) which focuses on getting things done as quickly as possible. under the direction of park chung-hee, korea’s president in the 70’s, korea began to cultivate a sense of urgency which lives on today. according to aldousnow sydney total reaction points (april 2012), the australian culture are the following.  australians are independent. they think of themselves as individuals who are equal in everything and opportunities. http://motherboard.vice.com/blog/south-koreas-internet-is-about-to-be-50-times-faster-than-yours http://motherboard.vice.com/blog/south-koreas-internet-is-about-to-be-50-times-faster-than-yours ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 25  australians love pets i.e. cat, dog, bird or fish. they give them a lot of affection and may keep them inside the house.  australians usually eat their evening meal at home and “eat-out” on special occasions. australians in general will use knives, forks and spoon and will only use their fingers at barbeques, picnics or light suppers.  when you have a meal with australian, he will ask you if you want a second serving and so be as polite and honest as possible. if you have eaten enough then you can refuse. this is not impolite. australians will not usually repeat the offer of more food/drink as they will assume that “no” means no.  australians like to stand in a casual posture or sit with their legs crossed when having a conversation. they generally do not touch each other when talking.  in summer australians tend to wear fewer clothes and dress very casually. shorts, t-shirts are worn by aussies regardless of age.  australians enjoy eye contact between people of all ages. this is considered polite.  families or closed friends may hug or kiss each other on the cheeks or lips in greeting or farewell.  australians blow their nose into a handkerchief when they have a cold or to clean their nose and place it in their pocket to dispose of later on.  they consider sniffing or spitting as unhygienic and impolite.  australians will often stand quite close to you and may touch your arm in a gesture of friendliness.  australians are very open and direct but don’t like to be asked about their age, marital status, income, value of house and possessions.  australians have the appearance of being very relaxed people but punctuality for an appointment is very important.  many invitations to australian homes will be for a "barbie" (bbq). it is customary in australia to respond to an invitation barbeque party, lunch, dinner, gathering, among others on the spot, via email, phone call or a letter. being frank to the host about the food that you can and cannot eat as advisable.  invitation that says byo or a restaurant that has byo signs in them, it only indicates that you need to "bring your own beverages." ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 26 the university of michigan has composed some basic characteristics of american culture.  americans come in all colors, have all types of religions, and speak many languages from all over the world.  americans believe in freedom of choice.  americans need a lot of “elbow room”; they like personal space around them.  americans and their police follow the law.  littering (throwing garbage on the street), graffiti (writing on walls), and loitering (standing around and doing nothing in public spaces) are against the law and punishable by a fine or jail.  discriminating against or making any insulting statement about someone else’s religion or ethnicity is against the law and could be punishable, known as a hate crime.  americans are extremely informal and call most people by their first name or nickname.  asking “how are you?” is a simple greeting and is not a question about your health.  americans smile a lot and talk easily to strangers, sometimes sharing personal stories.  americans don’t push or stand too close to anyone in line. they always wait their turn.  when the service is good at a restaurant, tipping is expected to be 15-20% of the total bill.  it is polite to eat with one hand while the other is under the table in their lap.  when you meet americans, be sure to look them in the eye, smile, and shake hands.  americans make small talk at the beginning of conversations and will probably ask you “what do you do?” which means what is your job?  americans open presents and cards in front of people.  it is considered rude to ask direct questions about a person’s religion, age, money, salary, weight or clothing size. ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 27  men should not make “sexist” remarks to or about women, anything that would suggest women are unequal to men.  americans are extremely punctual, always on time and never late.  some americans hug a lot. it is okay for women and men to hug even if they aren’t close friends.  it is normal for american women to have male friends who are just friends (and vice versa).  american men try to share equally with their wives in parenting and housework.  americans love pets and having a dog or cat in the household is common.  many elderly americans live in retirement homes rather than with their children or family.  domestic violence is against the law and it is illegal to hit anyone: spouse, child, parent or even a pet.  do your own work. copying from a friend, book, or the internet is called plagiarism and can cause expulsion from school.  americans look for bargains and often by used items. according to dammann german english translation (october 24, 2017), the german characteristics are the following.  germans are hardworking, disciplined and efficient and often spend their time thinking quite practically about how a problem should be solved.  germans are humorous, but in a more cynical way but they are not stiff and humourless like many people think they are. they love a joke and will laugh and smile when one is told.  germans are well-organized and have everything ahead of them well-planned in advance. they simply love to structure every day so they know what they are expected to do by others as well as what they want to do.  germans are punctual, unless something unexpected holds them up. this means if you have a designated appointment time with a german be their 5 minutes early as this will impress them. they will be most offended if you arrive late. ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 28  germans are holding tradition, as traditions are important to germans. there tends to be annual events that traditionally take place on the same date, at the same time and at the same place year after year.  germans are creative, as germans are well known for their abilities to create news things. you may see a small sensor that is designed to detect rainwater on the windscreen of your car which automatically switches the wiper on. this could well be a german invention as creativity is what germans are famous for. according to peters and ameijde (2003:126) the cultural characteristics of indonesians are the following.  indonesians are very difficult to keep to standard quality. they have difficulties keeping an archive or a good bookkeeping. the indonesians will adjust willingly to his customer’s wishes and his power is his customer-oriented attitude. the culture is typical tailor-made and customer-oriented.  indonesians are sensitive for foreign products and foreign knowledge. out of a feeling of inferiority they don’t value their own knowledge and products, as they should. this is also a consequence of suppression colonialism.  the cooperation system is characterized by the family system of which harmony is the core. this harmony is expressed in decision-making process as mufakat or consensus and in cooperation as gotong royong or participate and support.  indonesian public condemn overt sexuality and foreign magazines, and publication of nude bodies must have such illustrations deleted before they can be sold in indonesia. but at the same time there are sauna and massage parlors.  indonesians condemn corruption, but continue to act corruptly.  indonesians pretend piety at home, but the moment they get off the plane abroad, they look for nightclub or go to a hotel where they order girls.  the indonesian laws apply equally to all people. in practice, however, the petty thief goes to jail while the big-time thief goes free.  indonesians are abs (asal bapak senang, yes-man) practice.  indonesians have different way to say “no” (in devious way). department of tourism post and telecommunication regional office (1996) stated that social etiquette plays an important part in the balinese’s daily life and ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 29 willingness to conform to their traditional manners is always respected. like in any other countries, there are cultural pith fall however, mainly social and religious taboos, the breaking of which may cause social and religious offence. those etiquettes are the following.  it is considered rude to point with toes at a person or object and it is not accepted to walk in front of praying people.  for those who do not know each other well, it is considered impolite to touch someone’s head since head is regarded to be the most important part of the human body.  visitors are always welcomed to any of ritual ceremonies or temple festivals provided they are properly dressed and show their respect by wearing a sash around their waist.  it is totally unacceptable to take picture of women or men bathing in public bathing place or river.  for ladies having their period, there is a strict prohibition of entering any temple or holy place.  (after observing the daily life of the balinese for years the author find that the balinese have the following characteristics:). balinese greeting “where are you going” is very common to express friendliness.  balinese is not punctual. one hour delayed from the appointed time is still tolerated. when there is a meeting schedule at 8 a.m., it is very common the meeting will start at 9 a.m. and for participants that come late don’t feel ashamed.  when the host offering something, balinese usually refuse the first servings but accept the second or third ones, they feel ashamed in requesting something to eat or drink to the host.  balinese like asking personal questions like: age, religion, salary or income, marital status, value of house and possessions. conclusion from the discussion it can be concluded that every country has its own culture, and every nationalities have different cultures. the culture differences are very complex, ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 30 sometimes what is good in one culture may be not good in another culture. the meetings of two or more cultures may bring serious misunderstanding and dissatisfaction to interpersonal relations. based on those differences, the managers and staff of tourism industry should understand, be tolerant, and open to those cultural differences. no matter of their origin, religions, races, customs, and so on. suggestion it is recommended that all tourism employees should be given cross cultural training. such training should include familiarization with the tourist’s native language, the cultural aspects of the meanings of interpersonal and non-verbal communication cues such as symbols, signs, gestures, facial expressions, and messages contained in body language. references admin. 2017. “7 things to know about the new chinese tourists”, retrieved from fashionchinaagency.com/7-things-know-new-chinese-tourists. aldousnow sydney total reaction points. 2012. “typical australian traits and social practices”, retrieved from http://pinoyau.info/profile/aldousnow. ardika, iw. 2003. sustainable cultural tourism, reflection and hope in global development. denpasar: udayana university. dammann german english translations. 2017. “seven clear personality traits of germans”, retrieved from https://www.dammann.com.au/blog/seven-clearpersonality-traits-germans/. department of tourism, post and telecommunications regional office. 1996. indonesia bali guide book. gerhold, p. 2013. “the top 10 words to describe japanese people (according to foreigners)”, retrieved from https://en.rocketnews24.com. global immersions recruiting. 2014. “basic characteristics of american culture”, retrieved from https://www.global immersion.com/go-global-blog/basics-ofamericans-and-american-culture. frechtling, dc. 2001. forecasting tourism demand methods and strategies. burlington ma: butterworth heinemann. inskeep, e. 1991. tourism planning an integrated and sustainable development approach. toronto: john wiley & sons, inc. keith. 2014. “10 personality traits about korean you should know!”, retrieved from https://seoulistic.com/author/gyopokeith/. https://www.dammann.com.au/blog/seven-clear-personality-traits-germans/ https://www.dammann.com.au/blog/seven-clear-personality-traits-germans/ https://www.dammann.com.au/blog/seven-clear-personality-traits-germans/ https://www.dammann.com.au/blog/seven-clear-personality-traits-germans/ https://www.global/ https://seoulistic.com/author/gyopokeith/ ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 31 mill, rc and morrison, am. 1985. the tourism system: an introductory text. englewood cliff, new jersey: prentice-hall international, inc. peters, jh and ameijde, lv. 2003. hospitality in motion state of the art in service management. jakarta: pt gramedia pustaka utama. sutama, i ketut; mudana, i gede; astawa, i ketut. 2017. “balinese culture and repeat visitors to bali”, international journal of applied sciences in tourism and events, (s.i), v. 1, n. 1, p. 59, july 2017. available at: (sutama, mudana, and astawa, 2017; <https://ojs.pnb.ac.id/index.php/ijaste/article/view/536>). data accessed: 25 feb. 2018. https://ojs.pnb.ac.id/index.php/ijaste/article/view/536 ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 59 analysis of ecotourism development of sembilangan beach: characters, factors, and challenges 1rita parmawati, 2agung s. kurnianto, 3afrilyani kontrayana, 4azzah f. cholis, 5herman hidayat, 6wilda al aluf 1postgraduate program, universitas brawijaya, indonesia, 2public health institution, universitas bakti indonesia, indonesia, 3456master program of environmental management and development, postgraduate program, universitas brawijaya, indonesia email: 1ritaparmawati1990@gmail.com, 2agung.sih.kurnianto@gmail.com, 3afri.apre@gmail.com, 4azzahbio@gmail.com, 5hhidayaat@yahoo.co.id, 6alalufwilda@yahoo.co.id abstract sembilangan beach in bangkalan, east java province, indonesia, is one of the potential and growing areas for ecotourism. this beach has several aspects of ecotourism development that has not been professionally managed to achieve ecotourism goals. the purpose of this study is to analyze the factors supporting the process of ecotourism development in sembilangan beach, both in terms of visitors and the community. this knowledge is useful to support the strategic steps to accelerate its development. this research was conducted at sembilangan beach, bangkalan, east java province. topics or the independent variables are explored related to the perception of tourists, culture, environmental conditions, community participation, economic conditions, and institutions. data of the respondents are grouped according to their status: visitors and community. simultaneous and partial test is used to understand the correlation. environmental, economic and institutional factors have a simultaneous influence on community participation in the development of ecotourism. environmental conditions partially have the greatest influence on community participation in the development of ecotourism sembilangan beach. keywords: ecotourism development, beach, visitors, community, characters, factors, challenges. introduction the tourism industry is one of the sustainable movements that has many strategic functions, including economic development, social empowerment, and conservation (peraturan pemerintah no. 50, 2011; permendagri no. 33, 2009). the power of the tourism industry to drive the development of international economy can not be underestimated. approximately, 10% of total worldwide’s gdp is contributed by this industrial sector (hirotsune, 2011). the development countries, especially tropical countries such as south america and southeast asia has been benefited from the tourism business. this has a positive impact, tourism has supported 9-10% of total national gdp, which indicates apositive impact of tourism growth. the potential of mailto:ritaparmawati1990@gmail.com1 mailto:agung.sih.kurnianto@gmail.com2 mailto:afri.apre@gmail.com mailto:azzahbio@gmail.com mailto:hhidayaat@yahoo.co.id mailto:alalufwilda@yahoo.co.id ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 60 indonesian domestic tourists reaches 250 million trips, with total expenditureof usd 3.6 million (ministry of tourism, 2014). in addition, foreign tourist arrivals in 2015 reached 9.73 million visits and generated usd 11.1 billion (cbs, 2016). the number of tourists from asean countries reaches 40% of total foreign tourists, with malaysia and singapore contributing 1.49 and 1.74 million tourists/year respectively (zengeni and zengeni, 2012). however, since 1990, the ecotourism development in indonesia is considered very slow and its products very limited in number and inovation. this evidence is due to the lack of guidance on ecotourism and the absence of serious policy from the stakeholders (triutami, 2009), which are very contrary to nature potential and cultural attractions. indonesia has 18 of the world's 200 ecosystems and 10% of the world's flowering plant species. in addition to the high level of diversity, indonesia's geological and geographic conditions also have a uniqueness to explore (nugroho, 2011; butarbutar and soemarno, 2013). sembilangan beach in bangkalan, east java province, indonesia, is one of the potential and growing areas for ecotourism. this beach has several aspects of ecotourism development, including biodiversity and beautiful scenery (alison, 2015), but has not been professionally managed to achieve ecotourism goals. the purpose of this study is to analyze the factors supporting the process of ecotourism development in sembilangan beach, both in terms of visitors and the community. this knowledge is useful to support the strategic steps to accelerate its development. methods study site this research was conducted on october, 2-5th 2017 at sembilangan beach, bangkalan, madura. sembilangan beach is located about 10 km south from bangkalan city (figure 1). this beach has beautiful scenery and a mangrove area that has great potentiality to be developed as a conservation area and a natural observation path. in addition, sembilangan beach has a traditional fishing port and shipyard. there is a heritage lighthouse (mercusuar) of the dutch colonial period, which has the potential as a historical tourist attraction. during this time, visitors come incidentally. there is no ticket withdrawals from the local government. local communities separately coordinate paid parking locations. daily visits reach 30-50 people and increase to about 100 people on weekends. ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 61 figure 1 study location on sembilangan beach. key: 1. harbour, 2. mangrove area, 3. beach, 4. lighthouse. data collection and analysis we used questionnaires with the sample of respondents determined purposively (n=32) (usman, 2012). topics or the independent variables are explored related to the perception of tourists about :1. environmental conditions; 2. organizational institutions; and 3.economic conditions. we also used semi-stuctured inteview with local’s culture and community participation topics to understand the communities roles in developing sustainable tourism the likert scale is used as the reference value in the questionnaire, the ranges are from very negative to very positive (scale 1-4). to know the influence of independent variable, we used linear regression analysis. data of the respondents are grouped according to their status: visitors and the sambilangan beach’s community, which can be used to understand the perceptionof tourists and also the participation of the community. we used simultaneous and partial test to understand the correlation between them. the statistical test was performed by spss ver 16.0 software. ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 62 discussion visitor perception sig value (0.177)>α value (0.05), so h0 is accepted on simultaneous test (table 1). this shows that together all the variables have no effect on perception. in addition, also can be concluded that the correlation coefficient 0.177 can not be used as a conclusion in the relationship between the perception of visitors to the development of sembilangan beach as an ecotourism area. in detail, it can be stated that simultaneously there is no positive relationship between the perception of society with environmental, economic and institutional conditions to the development of sembilangan beach as an ecotourism area. table 1. simultaneous test of visitor perception model sum of squares df mean square f sig regression 18.116 3 6.039 1.763 .177b residual 95.884 28 3.424 total 114.000 31 information: a. dependent variable: perception. b. predictors: (constant), institutional, environmental conditions, economics. by the result of the partial test, it is known that environmental conditions indicate the significance value (0.000) <value α (0.05) (table 2). therefore, it can be stated that environmental conditions have the greatest influence on visitor perception among two other variables. through a development model, that is, if the environmental conditions (ec) are formulated by equation = 10.729 + 0.302 ec + e. this equation shows that if an increase of ec by one unit, it will increase the visitor perception of 0.302 units. table 2. partial test of visitor model unstandardized coefficients standardized coefficients t sig. b std. error beta (constant) 10.729 1.458 7.358 .000 enviromental condition .302 .143 .375 2.113 .044 ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 63 economics -.244 .252 -.174 -.970 .340 institutional -.166 .240 -.125 -.692 .494 society participation based on table 3, it can be known that the significance value (0.000) < α value (0.05). this shows that environmental, economic and institutional factors have a simultaneous influence on community participation in the development of sambilangan beach ecotourism. table 3. results of simultaneous community participation test model sum of squares df mean square f sig regresion 462.982 3 154.327 82.280 .000b residue 52.518 28 1.826 total 515.500 31 information: a. dependent variable: participation. b. predictors (constant), institutional, environmental conditions, economics the environmental condition factor shows the significance value (0.000)<α value (0.05) (table 4). therefore, environmental conditions partially have the greatest influence on community participation in the development of ecotourism sembilangan beach. seen through a development model, that is the formula of the equation = 1.611 ec + e, so that known that an increase of environmental conditions will also increase the participation of the community at 1,611 units. table 4. partial community participation test results model unstandardized coefficients standardized coefficients b std.error beta t sig (constant) .339 1.079 .314 .756 environmental condition 1.611 .106 .941 15.230 .000 economics .183 .186 .062 .984 .334 institution -.084 .178 -.030 -.474 .639 information: a. dependent variable: participation environmental conditions in which the most influential factor on community participation, supported by natural assets owned by sembilahan beach: white sand, calm ocean’s wave, a historical lighthouse, and the existence of mangroves (see plate 1). people's desire to develop ecotourism is evident by their understanding of the ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 64 importance of maintaining this natural asset. one of the activities that is empowered independently is clean the beach, planting and caring mangrove plants. however, the presence of tourists has an impact on the local management. it is very important to educate the tourists by the managers, in this case is doing by the community, to support the sustainability the ecotourism of sembilahan beach. plate 1 a. landscape of sembilangan beach in the afternoon; b. mangrove communities; c. a lighthouse since dutch colonial government era (1878). the perception to a tourism object affects the sustainability of a tourism site. if the perception of tourists to the quality of the tourism object’s attraction is low, which can be interpreted as the emergence of dissatisfaction, it will not experienced as repeated visits (nisa et al., 2014). visitor’s perception is influenced by the variations of tourism’s attractions that exist in an object. a scope of positive choice will strengthen the sustainability of tourism consumption (budeanu, 2007). sustainability is a superior goal in the tourism industry. the main support from government and regional cooperation between countries will result as a sustainable tourism (aal, 2014). however, the concept of sustainable tourism is not well understood by tourists. it requires a hard work to educate to the tourists about this concept (symañska, 2013). however, the absence of any significant influence from all three factors tested, including environmental factors, is a description of sembilangan beach which is more ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 65 attractive to the the visitors. this has an impact on their lack of sufficient knowledge on topics relevant to observational factors. visitors who come repeatedly is an indication that there is a 'great interest' of a tourist attraction. objectively, tourist attractions have been able to be the destination that can serve various tourism needs and supporting facilities (vetitnev et al., 2013). satisfaction of tourist destinations will bring loyal tourists. yoon and uysal (2005) demonstrated that tourist satisfaction is influenced by the "attraction motivation" inspired by the destination infrastructure, when the "driving motivation", which together with the drivers of tourism, feelings, and instincts, directly affects loyalty to destruction. in addition, there is an indication of the linkage between promotion and repeat visitors, where the medium of inter-community conversation becomes one of the good promotional media (stange et al., 2002). in addition, the very small interest of the community in developing the promotion and development of ecotourism becomes a picture of the lack of existence of community organizations that can manage ecotourism development. this underlies the small influences of community participation and the economy. in fact, the coastal community of sembilangan has a strong foundation in building an ecotourism organization. the social condition of society work (gotong royong) and social discussion (musyawarah) to solve a problem has made the community participate in several development and management activities, such as cleaning beach activities, planting, and also caring for mangrove collectively. people also understand the economical benefits of the tourist’s visit in sembilangan beach. there is an increase of communities income through food or beverage sales to the tourists at the coastal area. however, the management process in sembilangan beach is still partially based, whether individual or in small group, it is considercan be optimized through a structured institution. therefore, institutional factors are considered have effects on community participation in development through cooperation between the government, the private sector and the community. the concept of traditional indonesian values, such as gotong royong and musyawarah, is an important part of human life because it affects all aspects of human life (rokeach, 1973). traditional values in society create a guide to life (schwartz, 1999) and answers to both basic and universal questions (zhou, 2011). however, the threat of modernization and globalization can have an impact on indonesia's traditional conditions (sihombing, 2013). ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 66 community participation refers to a question of how these communities have an influence in managing the existing resources (sudana, 2013). ecotourism, as an important component in the sustainability industry, has a close relationship between human existence and the environment that exists in their living space. the integrity and sustainability of an experience, learning, and tourist visit to nature, landscape, flora, fauna, and the culture within, must be carefully planned and managed. villagebased management, including local participation, allowing benefits to occur, compared to the disadvantages of non-ecotourism management activities that are less sustainable. ecotourism, natural resources, cultural heritage, village life in sembilang beach, is an integrated tourism within the scope of local economic activity type (kiper, 2013). a kind of participation, not just to achieve a success and efficiency of management, rather kind of knowledge sharing and transformation of the learning process itself as well as the service of human resource development (okazaki, 2008). in the case of ecotourism development of sembilangan, education on the importance of environmental conditions as the main asset is not only emphasized to the community, but also to the visitors. the local management approach, in this case is the society, towards sustainability education, will be more efficient and easy to achieve its goals. it is less efficient when it occurs to the development (timothy, 2007). the presence of community participation in the form of organization will give way to the maximum profitability of ecotourism. during this time, the lack of initiation of economic factors at sembilangan beach is a description of the small income generated by food and parking. the presence of eco-tourism developer organizations will bring merchants into a cooperative or association that can minimize competition, facilitate the distribution of goods, sales and increase the selling price (mensah and ernest, 2013). in addition, education conducted to the community and visitors can provide hope for a sustainable ecotourism process, so that the investment value invested in the area of sembilangan beach is not shrinking and can continue to grow. however, the presence of ecotourism must really experience the perception test and the proper formulation of the strategy. the general consensus of the researchers concludes that the economic benefits of ecotourism appear more problematic, as people are less interested in the development process and are reluctant to change with old income practices (theophile, 1995). ecotourism development requires an in-depth study of each specific case, both in the form of ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 67 tourism, its application, and the communities it contains. ecotourism development that has been built in the galapagos archipelago provides enormous economic benefits, but research shows that the relationship between tourism and the local economy brings about income and demographic impacts (taylor, 2002). future research is expected to lead to perception of local governments in managing sembilangan beach into an ecotourism that has a national competences. conclusion simultaneously, the three factors, environmental, social, and institutional, do not affect visitor perceptions. partially, environmental factors have the greatest effect on visitor perception compared to other factors. analysis on community participation shows the simultaneous influence of environmental, social, and institutional factors on community participation. partially, environmental conditions become the main influence of community participation in the development of ecotourism in sembilangan beach. references aall, carlo. 2014. “sustainable tourism in practice: promoting or preverting 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natalia; and kvetenadze, ekaterina. 2013. “factors affecting domestic tourists’ destination satisfacation: the case of russia resorts”, world applied sciences journal, 22.8.1162-1173. yoon, y. and uysal, m. 2005. “an examination of the effects of motivation and satisfaction on destination loyalty: a structural model”, tourism management, 26.1.45-56. zengeni, n. and zengeni, d. m. f. 2012. “visa regime policy and tourism recovery and development in zimbabwe”, international journal of development and sustainability, 1(3): 1008-1025. zhou, x., qing, y., ling-nan, h., and shang-qing, c. 2011. “cultural value as a form of currency”, advances in psychological science, 19.2.143-158. isc paper template in a4 (v1) ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 47 water management of river estuary for the preparation of ecotourism in coastal area of bali province 1i gst agung putu eryani, 2i ketut irianto 1faculty of technic, universitas warmadewa, indonesia 2faculty of agriculture, universitas warmadewa, indonesia email: 1eryaniagung@gmail.com, 2iriantoketut@yahoo.co.id abstract surface water flowing in the river is a resource of useful raw water to meet the needs of society and as irrigation water is managed by subak in bali, indonesia. bali has experienced water deficit, along with the increasing number of inhabitants and tourism activities. results of research of the ministry of environment (moe, 2009) stated that bali has experienced water deficit of 7.5 billion m3/year in 2000 and 2015 deficit is estimated at as much as 27.6 billion m3 of water/year. the purpose of this research was to evaluate the potential of water in the estuary saba in order to support ecotourism in coastal areas of the province of bali and formulating water resource management scheme for coastal areas in buleleng regency. this research uses quantitative methods with the research location is in the saba river estuary in buleleng regency. data collected consist of primary data and secondary data. simulation models for water resources management and statistical analysis using software ribasim (river basin simulation). as a result of this research is the potential of water in the estuary saba. the result of measurements in the dry season (september 2013) is amounted to 0.156 m3/sec and in the rainy season (january 2014) of 1,023 m3/sec. potential water in saba river estuary based on the simulation of ribasim is 9.34 million m3/year, can be used as society water domestic for 81 851 inhabitants, for the water industry (hotel) is 1364 rooms, amounted to 2 ha of fish pond water and for irrigation water (agricultural) is 148 ha. results of water quality research to the smell, color, temperature, turbidity meet quality standards, while taste, and salinity do not meet quality standards. for the chemical aspect, that is ph and detergent meet quality standards while for bod and cod does not meet the water quality standard class i. in terms of biology, total coliform does not meet the quality standards of class i. saba river water potential for ground water of 7.46 million m3 (6%), residual water irrigation (return flow) amounted to 54.74 million m3 (41%) and the balance/allocation of water in an area (water district) amounted to 71.54 million m3 (53%). water resources management in the saba river estuary for the water potential in the river estuary can be managed by making reservoirs (reservoir), and dam movement and arrangement of the beach. keywords: river estuary, water management, ecotourism, coastal area. introduction river estuary is the area of the body of water where the entry of one or more of the river to the sea, lake, dam, ocean or river to another larger. in coastal areas, estuaries are highly affected by water conditions such as flow inland freshwater and sediment, as well as sea water such as tidal, wave, and the influx of salt water inland. mailto:eryaniagung@gmail.com mailto:iriantoketut@yahoo.co.id2 ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 48 depending on the location and environmental conditions, estuaries may contain many ecological niches within a small area, and so is associated with high biodiversity. estuary of major rivers can form estuaries and a delta. according to ross (1995), river estuary is downstream of the river associated with the sea. the area of land that drains water into a body of water called watersheds or drainage basin. the water that flows from the mainland toward a body of water is called run-off (surface run-off), and the water flowing in the river to the sea is called the flow of river water (river run-off). approximately 69% of the water that enters the river from rain, melting ice/snow, and the rest comes from groundwater, the overall running water is a water resources (effendi, 2003). water resources is water, water sources and water force contained in it, while the basin is the territorial integrity of the management of water resources in one or more watersheds. the rivers that flow in bali, indonesia, is bali penida river regional unit consisting of 391 watershed (pu bali, 2012). river in bali there are purified by hindus because the river is used in religious ceremonies activity. the rivers in bali water flows to the north and to the south due to the division of the island of bali by mountains which stretches from the west-east of the island. river water flowing from upstream to downstream will be discharged into the sea through the river estuary or loloan. the water flowing in the river is the water surface due to rain, springs, groundwater and waste or household waste disposal. the total population of the world every day increases, resulting in the need for quality and quantity of water is also increasing, while the availability of water sources of the river in the world that can be used directly as clean water which has a threshold of human consumption is not much, every day people need clean water to drinking, cooking, bathing, washing, etc., and approximately 80% will be disposed of in a form that is filthy and polluted, known as waste water. the water quality in the estuary of the river in the province of bali is still within the limits of tolerance. water quality criteria, is it still feasible to be used or not always associated with water quality standards, the difference with the quantity of water where the level of community needs for water can be met or not based on the amount of discharge or water supply within a certain period. general water quality shows water quality or condition associated with an activity or a particular purpose. while the quantity of water needed regarding the ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 49 number of humans in certain activities. clean water is needed in the fulfillment of human needs to do all the activities. so keep in mind how the water is said to be clean in terms of quality and can be used in adequate amounts in the daily activities of man. population growth and the demands of a more viable livelihood has been encouraging people to continue to try to meet all their needs. but behind it there will be negative impacts on the environment, especially river water. industrial waste and household waste are transported river waters continues to increase from year to year. potential water available in the downstream area in the river or river estuaries can also be utilized as a supporter of the raw water, so it is not allowed to be wasted into the sea during the rainy season, but can be accommodated to support the potential of water in the dry season. surface water flowing in the river mouth until now there has been maximally utilized for the needs of the community raw water, so the water is wasted into the sea. the purpose of this research is: (1) to evaluate the potential of water in the estuary saba buleleng regency in order to support a sustainable agriculture and ecotourism development plan in coastal areas of the province of bali; (2) to establish a model of sustainable water resources management for the area of the river estuary saba buleleng regency which is in line with the ecotourism development plan. literature review water potential water is essential for human life, every day people are expected to require minimal clean water as much as 100 liters per person, such as for drinking, cooking, bathing, washing and others (taty and satmoko, 2007). water potential is the potential of water resources that already exist today and that meet the water needs for the foreseeable future. potential is the average water discharge at the point of the review. water resources water resources is water, water sources and water force contained therein. water is all the water contained in, above, or below the ground surface, including surface water in this sense. surface water is all water found on the surface of the soil. estuary ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 50 according to ross (1995), estuary of the river is an area of water bodies where the entry of one or more of the river to the sea, ocean, lake, dam, or to another larger river. in coastal areas, river estuaries are highly affected by water conditions such as flow inland freshwater and sediment, as well as sea water such as tidal, wave, and the influx of salt water inland. depending on the location and environmental conditions, estuaries may contain many ecological niches within a small area, and so is associated with high biodiversity. estuary of major rivers estuaries can form a estuaries and a delta. the river is a natural waterway that flows toward another river, lake, sea or ocean. river containing water was flowing in accordance with the properties of water, ie from a high place to a lower place. before reaching other body of water, the first water to seep into the ground. water rains fell to the ground, then flows through the river and then carried to the mouth of the river. river starts from a spring that flows into several tributaries. then tributaries joining to form a major river. end of the river trip is the river estuaries, and so on, so that the river becomes part of the hydrological cycle. estuarine coastal plain is the type most common estuary, where the formation occurs as a result of raising sea levels that inundate the river on the sloping beach (kamal and suardi, 2004). estuarine is water semi-enclosed relating freely to the sea, so the sea water with high salinity can be mixed with fresh water combination effects of sea water and fresh water will produce a community that is distinctive, with environmental conditions vary, among other things: a meeting place of the river with tidal currents, the opposite cause a strong influence on the sedimentation, mixing water, and other physical characteristics, as well as the huge impact on biota. the mixing of the two kinds of water to produce a special physical properties of the environment is not the same as the nature of the river water and sea water properties. morphology of river estuary triatmodjo (1999) suggested that the morphology of the estuary of the river consists of three types: river estuary dominated by streamflow. this occurs at river estuary of the river to flow throughout the year is large enough that empties into the sea with a relatively small waves. at the time of low tide will be pushed into the estuary sediment and spread at sea. river estuary is dominated by wave motion. the river ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 51 estuary is affected by the large waves that occur on sandy beaches can pose transport of sediment either perpendicular or parallel/along the coast. the sediment transport can move into the river estuary and the area has been calm wave conditions, the sediment will settle, the greater the larger the waves and sediment transport more sediment that settles in the estuary of the river. river estuary is dominated by the movement of the tide. estuary of the river affected by tides, high tides if large enough, the volume of the incoming tide huge river. the water will accumulate in water from upstream rivers. at low tide, a very large volume of water was flowing out in a given period of time depending on the type of tides. thus the current speed during low tide is large, the potential to form the river estuary. this type of river estuary funnel-shaped or bell. river estuary management there are two management strategy of the river estuary, there are river estuary is always open: the river estuary is always open so that required two long jetties to avoid sedimentation in the flow of river estuary and tongue formation sand. river estuary may be closed where there are two options: the river estuary should not be allowed to turn or move. diversion of river river estuary can cause longer and can reduce the ability to skip discharge. to resist bending river estuary need to be made jeti medium, short jeti, building on the cliffs of sediment dredging the river estuary or regular basis (triatmodjo, 1999). management of water resources and coastal watersheds sunaryo and walujo (2004) said there are seven scope of water resources management that is: 1. management of catchment (watershed management) are attempts to do so as a function of water catchment areas can be maintained with reforestation, terracing and land use controls. 2. management of water quantity (water quantity management) is the water supply in a fair and transparent, where the achieve is done through the establishment of the licensing water use and allocation of water and control water distribution. 3. water quality management (water quality management) is an effort to maintain water quality in order to remain in accordance with the conditions established quality standard. ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 52 4. flood control (flood control management) is a flood control measures such as minimizing runoff that occurs when it rains, restrict groundwater pumping is causing subsidence of ground water. 5. environmental management of the river (river environment management) is an effort to control the use of land in the area of riparian and aquatic biota in order to increase the function of water resources is maintained. 6. management of water infrastructure (infrastructure management) is an attempt to do in the management of irrigation facilities and infrastructure function that is maintained in accordance with the age and the intended purpose. 7. research and development is to support and improve the management of water resources in a region with innovations both in the field of technology and management. water discharge in hydrology stated that water discharge of the river estuary is the river water level that measured by a measuring tool surface river water. the measurements were carried out every day, or else with the understanding that the discharge or flow is the flow rate of water (in the form of water volume) passing through a river cross section per unit time. in the si unit system the amount of discharge is expressed in units of cubic meters per second (m3/s). morphology the river estuary triatmodjo (1999) stated that the morphology of the estuary of the river consists of three types: estuary dominated by streamflow. this occurs at the river estuary with the discharge throughout the year is large enough that empties into the sea with a relatively small waves. at the time of low tide will be pushed into the estuary sediment and spread at sea. river estuary which is dominated by wave motion. the river estuary is affected by the large waves that occur on sandy beaches can pose transport of sediment either perpendicular or parallel/along the coast. the sediment transport can move into the river estuary and the area has been calm wave conditions, the sediment will settle, the greater the larger the waves and sediment transport more sediment that settles in the estuary of the river. river estuary which is dominated by the movement of the tide. estuary of the river affected by tides, high tides if large enough, the volume of the incoming tide huge river. the water will accumulate in water ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 53 from upstream rivers. at low tide, a very large volume of water was flowing out in a given period of time depending on the type of tides. thus the flow velocity during the low tide is large. water quality bali provincial government are in the process of formulating its own water quality standards based skan (national water quality standards) are new. skan newly formulated and describes 4 classes for the use of water benefits the population is as follows:  class i. raw water to clean water supply (drinking) with the processing and all other uses of class ii to class iv  class ii. water for recreation and all other uses of class iii and class iv  class iii. water for freshwater fisheries for breeding and utilization of class iv  class iv. water for irrigation water. methodology the research location is in the river estuary saba ended on the beach pengastulan, buleleng bali province. data velocity and depth of the estuary of the river water to obtain a water discharge at river estuary is obtained from measurements with current meter and morphology of river estuary is obtained from a field survey to see the profile of the mouth of the river and water quality. water sampling estuaries held for one year is the dry season and the rainy season in 2013/2014. this research intended to collect potential of the water at the estuary of the river in terms of water discharge (quantity of water) and some of the water quality in a body of water that will be researched in the field and in the laboratory, with a number of specific sample but has the same characteristics as body water. samples were taken at three points, with the distance of each point of 100 m. sampling was carried out around the point 1 at 14:50, point to 2 at around 15:00, and point to 3 approximately at 15:10. water sampling using a van dorn water sample. first water sample to be used should be clean, rinsed with distilled water first, then with the water sample to be taken. after the closing tool to open before the water sample that sunk into the water sample by means of a water depth of 1 m and a weight was dropped right on top of the device ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 54 through the rope so that the lid tightly closed. then the water is put into bottles until it is full and closed well to avoid contact with air. preservation of samples intended to prevent disturbances that could alter the nature of the original state of the sample. this research used a special glass bottles with different treatments depending on the parameters in the review. for testing samples of cod and bod use glass bottles to be filled and sealed with a glass bottle cap. there should be no bubbles, if there is a bubble of water then water sampling repeated. water testing of the parameters of physics, chemistry and biology is done with the following steps: before entering the water samples, the mouth of the bottle first heated, then fill the sample until the bottle is full, then discarded samples 3/4, the mouth of the bottle in reheat, then closed with aluminum foil to avoid contact with air. after sampling, the bottle is stored in a special box so that the quality of water taken unchanged from its original nature. the analysis should be carried out on a sample depending on the type of water body being examined, the usefulness of these water bodies to local communities for drinking water supply and agriculture and the kind of pollution that could be expected to occur. several other elements are not lost from the aqueous solution during the course of the river, such as cl, so4 and various types of metals. standard solution was made carefully and should not be polluted, for example, because it is not stored properly or part of the solution has been taken. map of the water system in the region of saba river upstream and downstream as well as at the river estuary has been processed using software ribasim by entering the hydrological data. map of the water system will illustrate the potential of water and water management as well as the layout of the building suitable to manage the water. result and discussion results of the analysis with the help of software ribasim obtained potential water resources in the watershed saba consists of ground water for 7.46 million m3 (6%) of the overall potential of the water, the waste water irrigation (return flow) amounted to 54.74 million m3 (41%) of the total water potential and balance/allocation of water in an area (water district) amounted to 71.54 million m3 (53%). ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 55 figure 1. water pontential in saba watershed based on the flow rate semimonthly for saba river from awlr post seririt recording the data obtained during the dry season (september 1998-2012) amounted to 1,023 m3/sec, and the rainy season (january 1998-2012) amounted to 1.369 m3/sec or. the total discharge of water flow analysis semimonthly during the year amounted to 9.3 million m3/year. figure 2 map of the water system in saba watershed results of the analysis of water discharge in saba river estuary during the dry season (september 2013) amounted to 0.156 m3/sec and in the rainy season (january 2014) of 1, 023 m3/sec. based on the flow rate in the das saba semimonthly then simulated by software ribasim, the obtained water potential of 9,336,514 m3/year (9.34 million m3/year) water potential is assumed to be used: 50% for irrigation water, domestic water (household) 40%, for industrial water (water for the hotel) 8% and 2% fish pond water, water potential saba river estuary in buleleng, amounting to 9.34 million m3/year can be used for the water industry (hotel ) 1364 room, for domestic water 81 851 inhabitants, 2 ha of fish pond water and irrigation water for 148 hectares. management of water resources in coastal areas saba river estuary, the potential of the water can be managed with the reservoir, through the management of water quantity (water quantity management), management of water quality (water ground water 7.46 million … return flow 54,74 million … water district 71,54 million … ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 56 quality management), water management and flood/control of water damage (flood control management) as well as the environmental management of river estuary. the draft model of management of water resources at the mouth of the river estuary saba can be done by observing the morphological characteristics of the watershed, the morphological characteristics of the river estuary, water potential, infrastructure and utilization of water resources of the river estuary area. the water management stated above is a preparation for carrying out an ecotourism project in a coastal area in bali. it is in accordance with a tourism paradigm called alternative tourism because it covers a river area in a village. conclusions and suggestions based on the analysis can be summarized as follows: 1. potential saba river estuary water in the dry season (september 2013) amounted to 0.156 m3/sec and in the rainy season (january 2014) of 1,023 m3/sec. 2. results of water quality testing in saba river estuary, to the smell, color, temperature, turbidity, taste, ph and detergent meet quality standards, while the sense of salinity, bod, cod and total coliform do not meet water quality standard class i. 3. the potential of the water is assumed to be used: 50% for irrigation water, domestic water (household) 40%, for industrial water (water for the hotel) 8% and 2% fish pond water, water potential saba river estuary in the district buleleng, amounting to 9.34 million m3/year can be used for the water industry (hotel) room 1364, for domestic water 81 851 inhabitants, 2 ha of fish pond water and irrigation water for 148 hectares. 4. regarding all the facts above, ecotourism plan needs to be well developed. based on the results of research and data analysis in this research, then it needs to be recommended are: 1. management of water potential saba river estuary, and coastal areas in the village pengastulan seririt buleleng, in the design of the model need to add economic aspects and socio-cultural aspects. keep the socialization of public awareness to care and take responsibility for the environment, for example by: (a) do not waste water/feces in river because the feces is the best medium for the growth of germs from mild to severe. (b) do not throw garbage in the river. waste dumped ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 57 carelessly in the river water flow in the river will cause stunted and collected at the mouth of the river. moreover, it can trigger a flood of rainy season 2. domestic wastewater should be treated before it is discharged into the sewer that leads towards the river/water body with the intention of lowering the inorganic nitrogen and suspended substances. acknowledgment the writers thank to all those who have helped the retrieval of data and carried out measurement and water testing, especially the staffs of public works, bali province. references asdak. 2002. hydrology and watershed management. yogyakarta: gadjah mada university press. blh (environmental agency) of bali. 2011. environmental status provincial bali. environment agency bali province. denis, rica. 2010. “water quality and quantity to satisfy human needs”, http://uripsantoso.wordpress.com/2010/01/18/quality-quantity-and-clean-waterto-fulfillment-human-needs-2/. accessed july 10, 2012. directorate general of water resources department of public works. 2007. “profile of central river region brantas”. http://www.pu.go.id/satminkal/dit_sda/profileshall/bbws/new/brantas.pdf profile. effendi, h. 2003. assessing water quality for management of water resources and environment. yogyakarta: penerbit kanisius. eryani, igap. 2012. “changes in land use and management of water resources in the watershed badung”, journal paduraksa. volume 1 number 1. hatmoko, w and radhika. 2010. guidelines on dss-ribasim. delft hydraulics. indra, ks. 2001. “analysis and needs water availability in the watershed sampean”, http://journal: irrigation ub.ac.id/indexs php/jtp/article/dowload/118/118. accessed in january 2, 2013. kamal, e and suardi, ml. 2004. “potensi estuaria kabupaten pasaman barat, sumatra barat”, jurnal manajemen dan pesisir, vol. 4 no. 3. raharja, b. 2011. “measurement and sampling debit”, http://raharjabayu.wordpress.com/page/2 . accessed july 13, 2012. ross, da. 1995. introduction to oceanography. new york: harper collins college. subramanya, k. 1984. engineering hydrology. tata mcgraw-hill publishing company limited. http://uripsantoso.wordpress.com/2010/01/18/quality-quantity-and-clean-water-to-fulfillment-human-needs-2/ http://uripsantoso.wordpress.com/2010/01/18/quality-quantity-and-clean-water-to-fulfillment-human-needs-2/ http://www.pu.go.id/ http://raharjabayu.wordpress.com/page/2/ ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 58 sunaryo, m., and walujo, t., 2004. pengelolaan sumber daya air konsep dan penerapannya. malang. taty and satmoko. 2007. “alternatif teknologi pengolahan air untuk memenuhi kebutuhan air bersih di daerah pemukiman nelayan”, jurnal bppt teknologi lingkungan. accessed 3 may 2013. triatmodjo, b. 1999. coastal engineering. faculty of engineering. yogyakarta: gadjah mada university. ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 70 jewelry in celuk: its trends, development, and implications for the village artisans 1i ketut sida arsa, 2ni made ary widiastini 1department of visual arts, institut seni indonesia denpasar, indonesia 2department of hotel management, universitas pendidikan ganesha, indonesia email: 1rugos28kt@gmail.com, 2ary.widiastini@gmail.com abstract this study was aimed at explaining jewelry production, its development and implications of the developing trends. this study was conducted in celuk village, gianyar regency, a place or arena of production, distribution and at the same time sale of jewelry in bali, indonesia, in which celuk is regarded as the basis for jewelry. this paper explains the development of jewelry at the beginning of the emergence of tourism and the implications, and the introduction of casting machine as the method of production which had an implication in the change of human labor, in which the artisans became machine power regarded as more professional in jewelry production. the data of this ethnographic study were collected through observation, in-depth interview, library research, and internet search. the finding showed that the presence of jewelry that is developing in celuk village does not give an optimal positive contribution to the community of the village as artisans, but in stead, it gives profits to the people outside the village who are involved in the development of the jewelry trends. the entrance of tourism with the implication on the high level of jewelry production and sale in celuk village started from 1980s gave profits to tour guides who were regarded as the ones who deserve to get fee in a large amount by the artisans. when there was a trend in jewelry in 2010-2014, in which the demand for jewelry like accessories for kebaya cloth for going to the temple and a ring with gemstone drove away the artisans whose position had been replaced by casting machines and workers who came from outside of celuk village who were regarded more professional by jewelry business people in producing standard jewelry in a large quantity. in this paper it is understood that artisans in celuk village are not able to obtain an optimal use from jewelry trends that develop in their location due to various factors such as the low level of education of the artisans, low level of profesionalism in working, and the low level of ability of the artisans in production management. keywords: jewelry, trends, development, implications, trends, village artisans. introduction jewelry as an object with double functions, i.e. as something to beautify someone’s appearance and a social status marker, always attracts people from various circles of different social and economic statuses. jewelry which is today thought like a secondary or even primary need by various people from various circles has caused jewelry businesses or industries to become endeavors that will never die, mailto:rugos28kt@gmail.com1 mailto:ary.widiastini@gmail.com ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 71 although one day they will undergo stagnancy, jewelry will always become an object that is always needed as long as women and men want to appear beautiful and handsome, attractive and trendy in public. as baudrillard in haryatmoko (2010: 277) states that hypermodernism is marked by a consumption which gets increasingly farther from the logic of need to enter sign consumption, in which human life is dictated by objects since he or she has to follow the rhythm of goods that has changed into a sign with a social meaning. the consumers have no longer bought goods because of its use (use value) which is inherent in it, but because of the signification of the whole objects as regulated by the sign system. jewelry as an industry has been the focus of attention of a group of people in a village in gianyar regency, bali, indonesia, i.e. celuk village. the ability of the artisans in the village in producing unique, beautiful and attractive as jewelry, has caused the village to be transformed into the center of jewelry handicrafts. even since 1980s, celuk village a place for production of jewelry has been known in the international world. this has occurred inseparable from the role of tourism development in bali region, and has made celuk village a village that has applied the ovop (one village one product) system. thus when one mentions celuk village one will imagine jewelry, especially the one made of silver. the image of celuk village as the basis for jewelry in bali has the village in tourism context a place that must be visited by tourists to get balinese special souvenirs. as carter’s idea in hermantoro, an image is a basic element for the survival of a tourist destination that has been successfully gotten by celuk village as the producer of balinese special souvenirs. celuk village as the basis of jewelry did not only occur at the beginning of a good and significant tourism development in bali, but it has also undergone certain trends capable of increasing jewelry production in the village. like in 2010, there developed a trend of kebaya cloth accessory consumption among balinese from various economic backgrounds which demanded the artisans of celuk village to do extra work to meet the market demand. arumsari (2015) explains that the fashion accessory, or jewelry, which only functioned as assessory to the dress, became as important as the dress itself, or even more important and more popular than the main dress. this can be seen from the outstanding fashion industries which only produced accessories. arumsari (2015) affirms that fashion accessories at this time, which are interesting and have become a trend are contemporary jewelry products. contemporary jewelry is a jewelry made of various materials, not only metal or ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 72 gemstones like fine jewelry. it is made of and worn to meet the desire of the people to appear their best in the popular culture realm. in the similar vein, the gemstone trend that occurred in 2012 had an impact on the high demand for the production of rings with stone setting to meet the market demand, in which the principal buyers at that time were men. however, the question from the trend that occurred is whether with the development of the trend there is a positive implication for the life of the artisans in celuk village. this paper is aimed to discuss and explain the implication of the jewelry trends that have occurred in bali that have involved the artisans in celuk village. research method this paper is aimed to find, analyze, and explain the production and sale of jewelry that has become the focus of activity of the artisans in celuk village and the implications of what has occurred as the effect of the trends that have developed. the data were collected through observation, in-depth interview, library research, and internet search. the study was conducted by using an ethnographic approach as one version of the qualitative approach. the ethnographic approach is an empirical and theoretical approach with the aim of getting a description and an in-depth analysis of culture based on an intensive field research. the data were collected through an observation and an interview with the artisans in celuk village. the results of data analysis were presented informally in the form of a narrative description. discussion image of celuk village as the basis of jewelry celuk village implicitly and explicitly has been set up as the basis for jewelry, i.e., as the center of production, distribution and sale of jewelry in bali. in tourism context, for example, celuk village was set up as one of tourist attractions in the local regulation of bali province no. 10 of 2015-2029. in addition, the actors of tourism such as tour guides, tourism travel bureaus, stated firmly in various social media that celuk village is a tourism village producing jewelry. similarly, celuk village is up to present trusted as the center of jewelry industry business center in bali. a great number of people outside celuk village have been learning, working and developing jewelry businesses in celuk village. kotler and kellner (2012) explain that an image development needs an appropriate strategy for consumers who become the target can ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 73 have a perception and trust in accordance with the experiences that they have got that have been planted in their minds. hence, it is the duty of businesses, marketing, and all people in the businesses to develop a good image. thus, in celuk village, all artisans in the village have the same contribution in developing the village image as an arena of jewelry in bali, that is capable of implying that every tourist coming to bali should visit celuk village to buy balinese special souvenirs, i.e. the jewelry. even, because of the jewelry products, the tourists are hoped to become repeaters as the products are a part of balinese culture (sutama, mudana, and astawa, 2017; <https://ojs.pnb.ac.id/index.php/ijaste/article/view/536>). in its development, the artisans in celuk village are required to be able to maintain their local image by understanding the development of jewelry trends which can be found out on the internet and other media. in practice, the business people or the artisans with big capitals are required to understand the consumers’ desires to consume goods available in the market (lull in atmadja, 2010: 89). through the acquisition of the consumers’ desires, in the end the capitalists will be able to play their dominant role by manipulating the consumers’ desires (suyatno, 2013; 23), thus celuk image as the center or basis of jewelry can be maintained, in which the consumers will come to the village when they want to buy jewelry products. in line with this, suyatno (2013: 114-115) explains that in the era of industrial community that is dominated by capitalist power, frankfrut school believes that people comsume cultural products not only because they need them, but also because of the construction and logic of the desire formed by the popular attraction including various types of handicraft products which have a social function, i.e., as their identity marker in the society. hence, it is very natural if business people and artisans have to understand the development and trends in the market which can change every time, and always adapt themselves to be able to acquire the market. the consumers’ behavior that the producers have to understand is related to class. kacen, hess, and walker (2012) state that producers have to understand class –consumer class in the economic aspect. some of them have a limited fund. this does not mean that they do not want to buy a product which also serves as their social status marker. hence, arsa (2015; https://ojs.unud.ac.id/indwx.php/ecs/article/view/18411/1937) explains the artisans in celuk village produce jewelry made of brass plated with gold or silver to give an opportunity to lower economic class to appear in style in various social events in the https://ojs.pnb.ac.id/index.php/ijaste/article/view/536 https://ojs.unud.ac.id/indwx.php/ecs/article/view/18411/1937 ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 74 society, for example, at a religious ritual. the method and process of buying by the consumers can be described through three stages, i.e., awareness, desire, and purchase. the consumers, in practice, do not directly determine the product to be bought, but they have also got to understand the product to be consumed, although some of them are often more dominated by the desire than the understanding of the product to be bought. some consumers think it over before choosing a product to buy. thus, it is very important for the producers or the artisans in celuk village to identify and classify consumers before selling their products, based on gender, economic class, and social status of the consumers in the society. figure 1 celuk village as the basis of jewelry (photo: i ketut sida arsa and ni made ary widiastini, 2018). figure 2 a jewelry shop in celuk village (photo: i ketut sida arsa and ni made ary widiastini, 2018). ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 75 jewelry trend development in celuk village and its implications for the local artisans jewelry according to silina and haddadi (2015) is a term that usually refers to the shape of personal jewelry, worn by the body, which consists of some categories: brooch, ring, necklace, bracelet, earrings, things pierced into the body, cuff, which in their application, have a great number of forms, motivated by technologies and materials available, and fashion and personal articles and cultural preference. jewelry as marker of people’s lifestyle, in practice, has certain trends and the implication is that the consumers are demanded to follow the trend that is developing. lifestyle as the way people give meaning to the world where they live, needs a medium and a space to express the meaning, that is, language enviroment, and objects, in which an image plays a very central role (piliang, 2006: 71). jewelry as a product of fashion is a very visible medium to understand a person with a particular style in a particular class. figure 3 ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 76 the process of jewelry production (photo: i ketut sida arsa and ni made ary widiastini, 2018). figure 4 the jewelry artisans at work (photo: i ketut sida arsa and ni made ary widiastini, 2018). the development of a person’s lifestyle and image cannot be separated, and always occurs in a reciprocal manner (piliang, 2006: 71). image functions when it is used in social practice, which, of course, needs a way and mechanism in the creation of social distinction. in this context, lifestyle is a form of social distinction of a person in the society (piliang, 2006: 80-81). it is emphasized by david chaney in piliang (2006: 81) that lifestyle is a style, customs and manners, or ways of using objects, places and time, specific to a particular social group, is very dependent on cultural forms, although does not form a totality of social experience. in such a context, human exists when he or she has a style, in which lifestyle is the light that gives meaning for the existence in a certain level in a person’s life (audifax, 2006: 93). a person will be more visible, regarded to exist, if he or she uses a certain style in which the people will become aware that he or she belongs to a certain social class or social status. to become or to be regarded to ‘exist’ then a person has to select a fashion or style which makes him or her presence in a certain position that he or she wants. eligo ergo sum ‘i choose, that is why i exist’ (wijayanto, 2012) explains that all people are entitled to choose since the nature of human as a creature with a desire (homo volens), who has the right to choose the style or fashion as the formation of his or her self-identity in the society. ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 77 understanding social lifestyle that keeps on changing requires the artisans in celuk village to always make an effort to make the jewelry products that they produce acceptable in the market continuously. however, to be involved optimally in the development of jewelry trend and to be able to get maximal economic profits are the things that the artisan community in celuk village cannot do and get. jewelry booming in celuk village that started from 1980s, in which at that time balinese tourism started to develop at a very rapid and significant rate, the visiting tourists were escorted by guides to see and buy jewelry products sold by celuk people. at the same time, many people chose to become artisans as their main jobs with the assumption that to become an artisan will make one have a better life for one’s future and families. at the same time, souvenir shops started to be built by the people of celuk village who had big capitals. however, ironically, the great number of tourists coming to celuk village to buy jewelry at the art shops did not give maximal profit to the art shop owners who were also the producers of the jewelry. the fact was that the people who got more profit were the tour guides who were regarded to have rendered a good service by the artisans since they had made the consumers come in a great number, and the fee that had to be given to them was fixed, so that the economic profits was more felt by the tour guides. the giving of the fee to the tour guides, in this case, has become a common place to be known and applied by the sellers (putra and sunarwijaya, 2016), so is the fee that was fixed by the artisans and jewelry business people in celuk village. in the following development, a jewelry trend occurred in 2010-2014, in which the demand for kebaya accessories to be worn for going to the temple and also rings with gemstones drove away the artisans whose position had been replaced by casting machines and workers who came from outside of celuk village who were regarded more professional by jewelry business people in producing standard jewelry in a large quantity. the high demand for jewelry in the trend that occurred at that time made the artisans, most of whom still relied on traditional tools, had to be willing to have their position replaced by a machine capable of producing more products with a high quality standard. in addition, the more days off the artisans in celuk village had because of the local customary and traditional activities, finally opened an opportunity for people from outside of celuk village to work at the jewelry businesses in celuk village and at the same time shifted the local artisans’ position (arsa and widiastini, 2017). when we look at this phenomenon it can be understood that the lifestyle trend that develops ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 78 in the society and also which involves a high productivity of jewelry productivity in celuk village cannot give an optimal economic profit to the local people who had the profession as artisans. in this case, the artisans are continually required to understand the change and at the same time to adapt well to be able to enjoy optimally the economic profit from the presence of the jewelry trend. conclusion celuk village with a positive image as the basis of jewelry production has been able to attract many people to come, understand the local area and to be involved in it. for tourists, celuk village is believed to be an appropriate place to buy jewelry products as souvenir when they come to bali. on the other hand, for the business people or business people from outside, celuk village is an appropriate place for producing, distributing and selling jewelry products in bali. celuk village, in this case, has been known to have the ovop image (one product one village), in which the jewelry product can be found almost in every house of the natives of the village. the jewelry produced by the artisans in celuk village of course has experienced various developments or trends. in its development, the artisans in celuk village tend to undergo marginalization at every development of the existing trends. this occurs because the lack of production managerial skill and/or ability to adapt at every change that occurs in the jewelry productivity in celuk village. references arsa, i ketut. 2015. “women and accessories: business opportunity and craft industry”, e-journal of cultural studies, volume 8, number 4, november (https://ojs.unud.ac.id/indwx.php/ecs/article/view/18411/1937). arsa, i ketut and widiastini, ni made ary. 2017. “the contestaion of meaning of balinese craft in post industrial era”, proceeding the international seminar on building collaboration and network in a globalized world, doctoral program of cultural studies, universitas udayana, denpasar. arumsari, arini. 2015. “contemporary jewelry trend as a result of people lifestyle’s changes and fashion industries development in indonesia”, international journal of humanities, social science, and education (ijhsse), volume 2 issue 11, november 2015, p. 68-77 atmadja, nengah bawa. 2010. ajeg bali gerakan, identitas kultural dan globalisasi. yogyakarta: lkis. audifax. 2006. “gaya hidup: antara alternatif dan diferensiasi” in alfathri, adlin (ed) resistensi gaya hidup: teori dan realitas. bandung: jalasutra, p. 91-126. http://id.portalgaruda.org/?ref=browse&mod=viewarticle&article=411952 http://id.portalgaruda.org/?ref=browse&mod=viewarticle&article=411952 https://ojs.unud.ac.id/indwx.php/ecs/article/view/18411/1937 ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 79 kacen, jacqueline j; hess, james d; walker, doug. 2012. “spontaneous selection: the influence of product and retailing factor on consumer impulse purchase”, journal of retailing and consumer service, volume 19, issue 6, november, p. 578-588. kotler, philip; kellner, kevin lane. 2012. marketing management 13. new jersey: peason prentice hall, inc. piliang, yasraf amir. 2006. “imagologi dan gaya hidup membingkai tanda dan dunia” in alfathri, adlin (ed) resistensi gaya hidup: teori dan realitas. bandung: jalasutra. putra, i gede cahyadi; sunarwijaya, i ketut. 2016. “faktor internal dan eksternal yang berpengaruh pada pendapatan pedagang pasar seni sukawati setelah berkembangnya pasar oleh-oleh modern di kabupaten gianyar”, jurnal riset akuntansi (juara), volume 6 number 1, february, p. 21-31. silina, yulia; haddadi, hamed. 2015. new directions in jewelry”: a close look at emerging trends & developments in jewelry-like wearable devices. proceeding iswc international symposium on wearable computers, p. 4956 sutama, i ketut; mudana, i gede; astawa, i ketut. 2017. “balinese culture and repeat visitors to bali”, international journal of applied sciences in tourism and events, (s.i), v. 1, n. 1, p. 59, july 2017. available at: <https://ojs.pnb.ac.id/index.php/ijaste/article/view/536>. data accessed: 25 feb. 2018. suyanto, bagong. 2013. sosiologi ekonomi kapitalisme dan konsumsi di era masyarakat post modernisme. jakarta: prenada media group. wijayanto, eko. 2012. genetika kebudayaan seri 2. yogyakarta: salemba humanika. https://ojs.pnb.ac.id/index.php/ijaste/article/view/536 ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 80 issues in the relationships among balinese pop music, tourists, and the tourism industry 1ni wayan ardini, 2ni nyoman sri astuti, 3i komang darmayuda, 4ni luh eka armoni, 5ketut sumerjana 135department of music, institut seni indonesia denpasar, indonesia 24department of tourism, politeknik negeri bali, indonesia email: 1niwayanardini17@gmail.com, 2ninyomansriastuti@pnb.ac.id, 3darmayuda1970@gmail.com, 4luhekaarmoni@pnb.ac.id, 5sumerjana@gmail.com abstract province of bali, indonesia, is growing very rapidly as a tourist destination in recent decades. currently five to six million foreign tourists visit it every year. on the other hand, balinese pop music has also grown quite intense in the local communities, especially since the 1990s. nevertheless, so far, there has not been a significant relationship between balinese pop music, tourists, and the tourism businesses in this province. balinese pop music has not been a special product of bali tourism. this research was conducted to explore and criticize a number of factors that led to the lack of acceptance of the music as part of tourism industry. this literature study was conducted with a descriptive-qualitative approach. the results of the study show that the similarity of balinese pop music genres to modern music in general is one of the factors. taste of the tourists, the destinations chosen, lack of promotion, theme of the songs/music, composition, and language used in the lyrics cause the fact that balinese pop music is less accepted by tourists, especially foreign tourists. it takes certain efforts from artists (musicians), music industry and tourism industries, and also governments to make certain concerted efforts if balinese pop music wants to be accepted in a tourism business parallel to traditional music products which are already consumed by tourists. keywords: balinese pop music, artists/musicians, tourism products, tourists, tourism industry. introduction tourism business has become one of the important sectors that sustain the economy. one of the regions (provinces) in indonesia which economy is largely supported by the tourism sector is the province of bali. in bali, the role of tourism for the economy has surpassed previously dominant agriculture where, in the past, agricultural activity was actually the basis for the development of balinese culture which artistic aspect then turned into a tourism product. in bali, the development of the tourism industry has started since the early 20th century (early 1900s) but began to grow rapidly since the 1950s and especially 1960s when bali beach hotel in sanur, denpasar, and mailto:niwayanardini17@gmail.com mailto:ninyomansriastuti@pnb.ac.id mailto:darmayuda1970@gmail.com mailto:4luhekaarmoni@pnb.ac.id mailto:sumerjana@gmail.com ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 81 ngurah rai international airport in tuban, badung, opened. since the 1990s, bali has been almost identical to tourists and the tourism industry. the era of industrialization of tourism has begun. in recent years, bali has been visited by five to six million foreign tourists per year. various tourism companies, such as travel agents, transportation, hotels, restaurants, entertainment venues, souvenir shops, and supporting facilities and infrastructure, are scattered in various tourist destinations. the local culture of bali is the main factor causing the success of the tourism industry in bali. the importance of culture for bali tourism destinations is evidenced by the cultural tourism paradigm as stated in bali local regulation (peraturan daerah bali) number 3/1974, then bali local regulation number 3/1991, and bali local regulation number 2/2012 which is still applied until now (mudana, sutama, and widhari, 2017 <https://ojs.unud.ac.id/index.php/ecs/article/view/33150>; mudana, sutama, and widhari, 2017a <https://ojs.unud.ac.id/index.php/kajianbali/article/view/35152>; mudana, sutama, and widhari, 2017b <http://ojs.pnb.ac.id/index.php/soshum/article/view/717>; sutama, mudana, and astawa, 2017 <http://ojs.pnb.ac.id/index.php/ijaste/article/view/536). in addition to local culture such as traditional arts (different genres of dance like dramatari and various traditional music), there is also modern arts based on balinese culture, such as balinese pop music. indeed, balinese pop music can be a potential for the development of the tourism industry in bali. nowadays, it actually does not develop as a tourism product that can attract the attention of tourists. balinese pop music is almost never noticed by foreign tourists. this is an interesting issue to study because balinese pop music has been developed for a long time and even has many good artists/musicians and, on the other hand, bali tourism is growing so rapidly. research methods this research is done using a qualitative approach. it intends to understand the phenomenon experienced holistically by the subject of the research, through description way in the form of words, in a special context that is natural and by utilizing various scientific methods (moleong, 1990: 6). the way how it is revealed is descriptive. as a literature study, the authors use a variety of literature in the writing. data analysis is https://ojs.unud.ac.id/index.php/ecs/article/view/33150 https://ojs.unud.ac.id/index.php/kajianbali/article/view/35152 http://ojs.pnb.ac.id/index.php/soshum/article/view/717 http://ojs.pnb.ac.id/index.php/ijaste/article/view/536 ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 82 done through qualitative data analysis, which according to miles and huberman (1992: 44) consists of data reduction, data presentation, and conclusion. results and discussion in general, pop music is a type of music that is easily heard with lyrics that are commercial because it undergoes commercialization in the field of (music) industry. in the lyrics, pop music is easily consumed by listeners. what pop songs/music and pop singers/musicians do is something that can be enjoyed instantly. in this case, in indonesia, "pop music" is almost identical to dangdut (a music genre which is very popular among the lower classes) because dangdut is also part of "popular music" (seneviratne, 2012: 78-79). even dangdut has its own cultural identity in the indonesian society (weintraub, 2012). many experts say pop music is designed to achieve economic success (mack, 1995; storey, 2004, 2006; budiarto, 2001). this is the most common understanding. but there is also popular music that is not made solely for commercial success but to make musicians or singers famous for music. in addition, there are also many songs and music designed for economic gain, but in reality they are ultimately less popular and less liked by the public. on the other hand, many songs are regarded as pop songs simply because they are often played on radio or television but are not particularly well known for being disliked. balinese pop music is a blend of (universal and global) pop music genres and balinese cultural entities especially in terms of language, musicality, and presentation (ardini, wirawan, suarka, and sugiartha, 2015 <https://ojs.unud.ac.id/index.php/ecs/article/view/18406>; ardini, 2016 <http://erepo.unud.ac.id/id/eprint/10610>). this is a genre of pop music with balinese language (lyrics) and culture in a way how singers/musicians present songs/music. it also has various genres and nuances, as stated in the study of darmayuda (2007) and ardini (2016 <http://erepo.unud.ac.id/id/eprint/10610>). but the language used since the early days of music development continues to shift from traditional balinese to a more modern language. https://ojs.unud.ac.id/index.php/ecs/article/view/18406 http://erepo.unud.ac.id/id/eprint/10610 http://erepo.unud.ac.id/id/eprint/10610 ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 83 as the name suggests, balinese pop music is an integral part of the pop music family. in its history in bali, it evolved from "gegendingan (lagu-lagu rakyat or folk songs)", to "balinese song (lagu bali)", and finally to "balinese pop music". the "balinese song" has evolved into "balinese pop music" since anak agung made cakra and band putra dewata released the album/song "kosir dokar (the coachman or dokar driver)" in the 1970s. listibya propinsi bali seksi musik (1986) wrote, this song was very popular in the 1970s. balinese pop music in modern times has finally followed the development of the growing social phenomenon in society (dethu, 2011). this is not just for the economic reasons of the artists (musicians). the artists/musicians try to meet the aesthetic needs of humans with the aim of entertaining in addition to educating. but this idealism seems to be shifting from these needs to entertainment only. here, balinese pop music provides social and economic functions at the same time. it can provide musicians (songwriter, singer, musician, arranger, producer, recording studio, etc.) welfare in addition to certain popularity. balinese pop artists/musicians come from balinese society. balinese pop music involves many parties. they are primarily actors of the related industry, i.e. artists/musicians, producers (production houses and recording studios, music stores and outlets, and event organizers) supported by the media, governments, and of course the people of bali who are generally the actual and potential market, as direct or indirect music consumers (ardini, wirawan, suarka, and sugiartha, 2015 <https://ojs.unud.ac.id/index.php/ecs/article/view/18406>; ardini, 2016 <http://erepo.unud.ac.id/id/eprint/10610>). however, the fact that balinese pop music became a music industry (or marketbased music) began to emerge from the 1990s as new technological developments, economic systems, and new musical cultures led to the existence of recording studios, artists/musicians, and products (frith, 1988; frith, 2006). in this case the role of media has greatly helped the development of balinese pop music, especially the role of bali tv since the 2000s (ardini, wirawan, suarka, and sugiartha, 2015 <https://ojs.unud.ac.id/index.php/ecs/article/view/18406>; ardini, 2016 <http://erepo.unud.ac.id/id/eprint/10610>). https://ojs.unud.ac.id/index.php/ecs/article/view/18406 http://erepo.unud.ac.id/id/eprint/10610 https://ojs.unud.ac.id/index.php/ecs/article/view/18406 http://erepo.unud.ac.id/id/eprint/10610 ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 84 industrialization of balinese pop music in the province of bali has been going on for two and a half decades, marked by its massive production, distribution, and consumption in the society. in relation to the production in the 1990s, a male singer named widi widiana from kuta, badung, became an icon in the industrialization (darmayuda, 2007). his most famous song was "sesapi putih (white bat)". of course, the industrialization is made possible by technologization (frith, 1988; frith, 2006), in this case the emergence of digital cd (compact disc) technology that began to replace analogue cassette in its production. balinese pop music compositions today use modern musical instruments, such as keyboards, guitars, or drums, but are often mixed with traditional music (gangsa, kendang, cengceng, suling, etc). but the traditional musical instruments in music began to be abandoned and replaced by modern musical instruments. such instruments should not be underestimated given that it is a cultural heritage. the theme of balinese pop songs in the early development of balinese pop music is very diverse ranging from religious messages (a thanking to ida sanghyang widhi wasa or god almighty), natural beauty, compassion, local wisdom, and real practice of the daily life of balinese people. the subsequent development of these themes focuses much on human relationships, especially the relationship between men and women in the context of love or love affairs (or affection in a narrow special sense). the existence of balinese pop music in bali is manifested in a band or solo artist/musician presenting new musical artwork that brings good condition to music atmosphere in bali. many artists/musicians and their works appear and compete to sell the best music products to the people of bali. since then the balinese have become accustomed to the music for the sake of their entertainment. in this case, there are many famous names in the current music range, ranging from widi widiana, dek ulik, raka sidan, to several groups such as kis band and [xxx]. in fact, the tourists who visit bali prefer to listen and attend traditional balinese music performances such as gamelan (traditional gong) bali to balinese pop music. the traditional music is closely associated with the execution of religious rituals. hinduism becomes a strong supporting factor that makes such a music exist. its preservation in ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 85 every single banjars (sub-hamlets) and traditional villages in bali makes the music survive from generation to generation. there are a number of factors that influence the lack of the tourists’ interest in balinese pop music in the tourism industry. the main purpose of tourists coming to bali is to enjoy the cultural tours that are served and not to enjoy modern pop music, including balinese pop music. the tourists prefer to enjoy the traditional arts of bali that can not be found in their country. they do not come to bali to enjoy the modern things they always meet in their own country. according to jackson (1989), tourists look for something new and different which they do not have in their culture or environment of their everyday life. they want a so-called inversion. tourists who come to bali are dominated by foreign tourists. in their country, the development of pop music has grown, so a musical genre like balinese pop music has not been considered unique. moreover, the tourists do not understand the balinese language and indeed they come to bali just for a holiday to enjoy the beauty of nature and especially the culture of bali, not to learn the balinese language. relationship between men and women dominates the themes of balinese pop music in the market. such a theme can inhibit the acceptance of such a music in the tourism industry. balinese pop artists (musicians) are not dare to get out of the musical path at this time. they are still too nailed to the past things donated by their seniors. this is what makes balinese pop music can not develop in the tourism industry. the artists/musicians are less willing to do the development of balinese pop music. one of the important aspects that led to the lack of interest in balinese pop music in the tourism industry is the lack of promotional media used to promote the music to domestic and foreign tourists. in fact, according to ardini, wirawan, suarka, and sugiartha (2015 <https://ojs.unud.ac.id/index.php/ecs/article/view/18406>) and ardini (2016 <http://erepo.unud.ac.id/id/eprint/10610>), the media plays a very important role in promoting pop culture, such as pop music, including balinese pop music. it is proved by the case of balinese pop music itself in bali. promotion is an effort used to promote any musical genre. in this age of modernization and globalization, there are many media campaigns that can be used to promote any musical product, namely internet and social media, such as facebook, https://ojs.unud.ac.id/index.php/ecs/article/view/18406 http://erepo.unud.ac.id/id/eprint/10610 ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 86 tweeter, instagram, and so forth. if balinese pop music is packaged due to the needs of tourists and well promoted, then this music will be one of the actual tourism products that can promote the economy of society in the region, especially the one in the music industry, including the artists/musicians. it is one of the potential cultures in bali that can be turned into tourist products if the process of creating the songs is given attention to aspects of the needs of the tourists themselves. balinese pop music basically has opportunities to grow and enter the tourism industry and become a tourism product. one of the things that can be done is to promote it professionally. distribution and marketing as well as the frequency of performances of balinese pop music is still less intense in comparison with the traditional balinese music. nevertheless there is also an interesting phenomenon in the relationship of balinese pop music and the tourism in bali. in fact, there is a spectacle music festival which is very much favored by the public and also the (foreign) tourists, namely soundrenaline. since the show was first held a few years ago, it can be said it is a pioneer of music festival at least in bali. this event is able to amaze thousands of visitors. the number of viewers and spectators and the stage that is always majestic make soundrenaline the indonesia's largest music festival in bali. of course soundreline is great because bali is a popular international tourism area. another thing that makes soundrenaline a special event is the fresh concepts raised in each edition. in more than a dozen times soundrenaline does not stop at one style, but instead explores new possibilities that can make it more meaningful and valued. the point is, soundrenaline often invites local singers and bands in bali. last year, lolot n band and nanoe biroe were invited to perform so that that balinese pop musicians have spaces in improving the quality of musicality on a wider stage both nationally and internationally. it is known that consumption of balinese pop music generally comes from the local community (ethnic), that is those who live in the province of bali, especially the hindu followers. when the music is performed on big events like soundreline, that is an opportunity for the local pop artists/musicians to develop themselves. ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 87 conclusions and suggestions balinese pop music has positive implications for the balinese people, especially in terms of economic improvements. this music is also a means of the balinese teenagers to channel and develop their musical talent. of course, the attention from various circles is needed to support this music growing. the government needs to create events involving balinese pop music so that the music is not stagnant. balinese pop music at the moment is actually pretty good from the aspect of music and songs or from aesthetical perspectives. indeed, it is really favored by various social system in the balinese society. but the artists (musicians) are expected to be more creative in creating themes, melodies, lyrics, and nuances so that the products created are in accordance with the existing era. this is because the lyrics of balinese pop music are easy to understand, especially by the young people. most of the music is dominated by themes of romance that are highly relevant to teenegers and young people. but the lyrics in balinese pop music can only be understood by local people, while tourists from outside bali are unable to understand the meaning of the lyrics in the songs. in this case, the language in the lyrics can sometime be mixed with english version for instance so that the tourists can follow the songs sung. for foreign tourists in general, balinese pop music is still less attractive than traditional balinese music. from the point of view of the foreign tourists, listening to pop music is commonplace because basically, pop music comes from western music. meanwhile, balinese pop music uses scales (tangga nada), melody, harmonization, and musical instruments that are still thick with western musical elements. the tourists are usually looking for something new. therefore the choice of the tourists falls on unique musical tradition which has its own identity and never been heard or seen in their country of origin. the traditional music in bali has already gone international, but balinese pop music is still developing in the local area only. in fact many balinese artists are very talented in the field of balinese pop music. the government needs to cooperate with the music industry (including balinese pop artists/musicians) and the tourism industry to make the music accepted by tourists in the tourism business. ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 88 balinese pop music actually has enormous potential in the tourism industry. but in reality it is still very difficult to become tourism products. this is a real problem that needs to be solved. if packaged and promoted well, balinese pop music 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<http://ojs.pnb.ac.id/index.php/ijaste/article/view/536>. date accessed: 14 may 2018. weintraub, andrew n. 2012. dangdut, musik, identitas, dan budaya indonesia. jakarta: kpg (kepustakaan populer gramedia). https://ojs.unud.ac.id/index.php/ecs/article/view/33150 https://ojs.unud.ac.id/index.php/kajianbali/article/view/35152 http://ojs.pnb.ac.id/index.php/soshum/article/view/717 http://ojs.pnb.ac.id/index.php/ijaste/article/view/536 ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 54 sustainable tourism concept in redesigning zone-arrangement of banyuwedang hot springs architecture i kadek merta wijaya1, ni wayan nurwarsih2 1,2department of architecture, universitas warmadewa, indonesia email: 1amritavijaya@gmail.com, 2niwyn.nurwarsih@gmail.com abstract architecture and tourism are two things that have mutual connection to each other in terms of spatial arrangement and sustainable resources management. architectural form in tourism accommodation support concerns on many sustainable aspects in community’s social-economy, environment, and culture. banyuwedang hot spring as tourist attraction has many potential, such as hot spring sources, mangrove forest, and a temple with its own architectural form called “pura mas beji banyuwedang” and “pura dang kahyangan banyuwedang”. the management system of this tourist attraction is self-management by some group of local people. the issue that emerge on site was zone setting and activities that looks unorganized and not fit-based on function embedded to it, and also didn’t concerned about activities impact on mangrove forest. on average, 50% of main and support facilities not properly-used. on average of tourist visit is 60 person a day and the system of waste management was not well-organized and well-made. the purpose of this research is to rearrange architectural zonation arrangement of banyuwedang hot spring using sustainable tourism concept (economy, social, and environment). using naturalistic qualitative research method by searching for problems that has sensual empiric, native’s viewpoints, researcher’s viewpoint base logic, and trancendental charasteristic. zone arrangement that resulting from this research are recreative and conservative zone that have mutally connected to each other in terms hot spring tourism spatial. those zone arrangements formed based on (1) potentials owned as a toursm object; (2) economic aspects such as operational cost and local people income; (3) social aspects from the creation of social space between visitors; (4) environmental aspects, by the mangrove forest and hot spring sustainability preservation; and (5) cultural aspect, by the preservation of religious ritual and ritual attraction as one hot spring space. keywords: hot spring architecture, redesign, sustainable tourism, zone arrangement. introduction sustainability perspective in using ressources as tourism potentials must be a holistic embeded planning. it means that in terms of tourist attraction planning, we need some paradigm in terms of social, economy, and environment that need to be concerned and considered in defending the sustainability of tourism support potentials. the involvement of all tourism stakeholders such as government, private sector, and local people must be equally arrange and must support each other in creating a sustainability (between tourism and social-economy and environment) mailto:1amritavijaya@gmail.com mailto:niwyn.nurwarsih@gmail.com ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 55 (pradapa, 2004). in line with that, sustainable tourism concept in sustainability tourism charter (1995) mentioned that development emphasized on allignment concept and integrated between ecological aspect, worth in terms of economy, and social through resources arrangement and resources utilization on sustain terms. tourist attraction is often used by community, and therefore becomes public asset. it is encompasses river, water spring, open space and park, roads and other rural capitals. the development of tourism potentially reduces public access to the common public resources. the intensive uses of resources by tourist led to the scarcity of natural resources, such as land and water (normelani et al., 2016). in the developing countries with rich natural resources, the diversity of flora, fauna, and landscapes is the ultimate natural resources for tourism development. in some part, cultural resources have been promoted as a tourist attraction. since every part has its own culture background, the cultural aspect of community often diverse in developing countries. this is become the advantages among developing countries with its huge cultural resources to be cultural tourism destination (mckercher and cros, 2012). development in phisycal context in tourism facility architecture need to use sustainable architectural concept. sustainable architecture concept is an architecture that attempt to minimize negative impact on built environment with efficiency and moderation in using material, energy, and development space, and also ecosystem in extensively (ragheb, el-shimy and ragheb, 2016). sustainable architecture is not just seeing through physical aspect of building to environment but also as a whole (holistic) considering local people involvement in supporting sustainable development. in sustainable architecture concept, besides environmental aspects and cultural aspects which become parameter there are also local people involvement as a very important aspectthat needs to be consider. just like what sidiq & resnawaty (2017) said, ressources and local community uniqueness (tradition and culture) are the main leading elements of tourism main actitivity and become ecology system that interconnected. according to dewi, fandeli, & baiquni (2013), main potency in local people-based tourism are human, nature, and culture. that 3 elements contained in tourism village concept that according to nuryanti (1999) was a form of integration between attraction, accommodation, and facilities that served in organizational structure of local people life in form of procedures and traditions that applied. those things can be met on banyuwedang hot spring tourist ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 56 attraction, that is the people of pejarakan village as the organization which lead it, hot spring sources and mangrove forest as natural potency and religious rituals in form of mas beji banyuwedang temple and dang kahyangan banyuwedang temple. the characteristic of banyuwedang hot spring is the hot water sources which located on the edge of mangrove forest. this potency used by local people (pejarakan village) for healing ritual of any kinds of skin diseases. in line with the development of nature tourism concept, then banyuwedang hot spring was made as one of tourist attraction by buleleng district government on year 1982. as a tourism destination, it needs to accommodate supporting facilities which buildon that area in form of public bathing pool for secular activities, private bathing chambers, accommodation such as food stall/food court, toilet and others supporting facilities. from year 1984 until now, management of it has been taken over by pejarakan village because didn’t show increasing number of tourist visit. in management of tourist attraction it needs to consider sustainable aspect potencies (nature and cultural) which will become attractiveness. sustainability in this context was a attempt in preserving natural ecosystem and cultural order either physically or metaphysically for the next generation. nature and culture potencies are vital sources that needs to be conserved, but brings good impact (economy and welfare) to local people. that concept became the eyeglasses in seeing management phenomenon of banyuwedang hot spring, which contains some things that can give sustainability disadvantageous to local nature and culture. banyuwedang hot spring as tourism destination has hot springs (kelebutan) as sorces of tourism bathing activities and mas beji banyuwedang temple and dang kahyangan banyuwedang temple as hindu’s religious architecture. beside all that, in this region also has mangrove forest which can be considered as plus mark in terms of tourism attractiveness. accordings to grand tour, we found that existing zone arrangement consist of 3 zones, that has following conditions : zone 1 : notwell functioned facilities which should be function as private bathing chambers, public bathing chambers, food stall/food court, toilet, and changing room; zone 2: there weren’t any supporting facilities such as managerial office and adequate parking area; zone 3: zone arrangement looks unclear/unfinished in terms of groupings such as private and public bathing chambers inside the temple zone, food stall zone spreaded and bathing chambers for healing located near the springs ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 57 (kelebutan); and zone 4: waste disposal management looks not well-organized, it can be meet on soap waste and grey water didn’t filtered before streamed to natural environment, there were still garbage scaterred, even between mangrove roots. those images showed that sustainability concept still weak in terms of fullgovernancy by people of pejarakan village. besides all that, local people which represented by banyuwedang hot spring tourist attraction manager delivering the plan for tourist attraction development through arrangement and adding some support and services facilities. parking area arrangement which today looks not well organized, visitor parked their vehicles on any space available, adding gazebo facilities, bridge construction or jetty for tour around mangrove forest and adding souvenir shop buildings. local people desire in thi tourist attraction arrangement needs a direction and planning that lead to the sustainability of it’s potencies. in arrangement of this banyuwedang hot spring, we need a sustainable way of approach. this approach considering “recreational” aspect and “conservational” aspect integrated in banyuwedang hot spring tourism destination. recreational aspects are the availability bathing tourism facilities and other facilities that support it. conservation aspects are the preservation natural environment, ritual activities, and local people involvement in managing the object. environmental conservation related to hot spring and mangrove forest which are the potencies of these tourist attraction, ritual activities are the existence of ritual activities and temple architecture (dang kahyangan banyuwedang temple and mas beji banyuwedang temple) as tourism attractiveness, and the involvement of local people by the existence of traditional village (pejarakan village) in managing the area. this research purpose is to redesign zone arrangement of banyuwedang hot spring tourist attraction through sustainability tourism approach by combination between “recreational” and “conservational” concept. the redesign of the zoning system is based on the following issues: (1) recreational facilities such as open pool, private pool, public showers, playground, visitors lockers, toilets and locker rooms, and zoning kiosks still spread and unstructured; (2) the irregularity of the zoning arrangement creates an unclear circulation between the circulation of visitors and the community performing prayers; (3) there are many facilities that have been physically damaged and unfit for use as well as lack of other supporting facilities in increasing the number of tourist visits to banyuwedang hot springs. ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 58 in this redesign design is divided into two major zonation namely recreation and conservation zones. recreational zone are bathing facilities and supporting facilities, and conservational zone are hot spring, mangrove forest, and ritual activities. early zone arrangement redesigned through sustainability approaches, so it can produce an integrated zone arrangement concept between conservation and tourism attraction. method that used is qualitative naturalistic which focus on empirical studies about tourism activities phenomenon, preserving environment and culture around it. the results will become a consideration in rearrangement of the tourist attraction through holistic approach. research methodology research method that used is qualitative naturalistic through sustainable tourism approaches by approach on economical aspect (equity in people income through direct involvement in managing the tourist attraction), social aspect (preserving social space extension between visitors and local people) and environment (mangrove forest and hot spring) and also culture (pura mas beji’s and pura dang kahyangan banyuwedang’s architecture). that aspects need to be put as foundation in redesigning sustainability zone arrangement in banyuwedang hot spring tourist attraction. step by step of this research are: (1) survey related to early phenomenon which are activity system, available facilities and utility system through direct involvement as visitors; (2) zone arrangement identification related to the object; (3) doing an unstructurized interview with visitors and the tourist attraction manager; (4) discussing an empiric studies with sustainable tourism concepts and local approaches; and (5) draw a conclusion in form of redesigning zone arrangement of banyuwedang hot spring. result and discussion general image of banyuwedang hot spring tourist attraction banyuwedang hot spring tourist attraction was one of natural tourism destination in buleleng district with its main potency such as hot spring and mangrove forest. total amounts of tourist visit to the object still on minimum level that is more or less 70 to 100 person a day. it happens because of facilities and promotion management still not fully supported recreational activities in the object. operational time of this tourist attraction opened at 08:00 am until 18:00 pm on ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 59 monday until friday, but in sunday opened at 08:00am to 20:00pm. total amounts of tourist to the tourist attraction can be seen on the following figure 1 below: figure 1. total amount graphic of tourist visit to banyuwedang hot spring (banyuwedang hot spring management, 2018) activities that did by tourist in the object are recreation and spiritual. recreation by do bathing in hot spring that available on open pool and pool chambers. spiritual activity that held here is a healing type, and also in this object there are healing pool especially used by visitors that got skin disseases. this hot spring came from kelebutan (spring) which located on north side of the site and brackish water. banyuwedang hot spring got 2 function, recreation and spiritual. recreational function can be seen from hot spring that can be used for bathing and spiritual function (skin disseases cure). those potencies already functioned from long ago before the object became tourism destination. with majority of users was the local people. now, the object has been developed for public hot spring bathing. potencies that already on the object are natural potency and spiritual potency. natural potency (1) hot spring (kelebutan) that keep on flowing with large amount of water discharge formed a hot spring bathing pool, this spring is functioned for flowing the water to the open bathing pool or bathing chambers; (2) view of bali’s northern beach and an overlay of mangrove forest increasing the beautifulness of this tourist attraction, visitors can enjoy the view while bathing; and (3) air that still fresh and natural that created by green elements of mangrove forest and also this place located far away from people settlement which crowded. 34769 37311 42408 35365 54530 0 10000 20000 30000 40000 50000 60000 2012 2013 2014 2015 2016 ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 60 besides natural potency that become the attractiveness value of this object, there are also spiritual potential that marked by the existence of 2 great temple (mas beji banyuwedang temple dan dang kahyangan banyuwedang temple). spiritual tourism that did by visitors is healing ritual on healing-pool bathing chambers and pura mas beji banyuwedang. before visitors doing the healing ritual, they have to pray for permission to used the hot spring in honour for niskala elements around the objects, and then continue to do bathing in the pool that available. healing pool positioned different from normal pool that only used for recreational purpose which located near hot spring (kelebutan). cultural potencies also increasing the attractiveness of the object. on ceremonial day, hindu, muslim, and catholic doing their courteous in this object. the value of religion tolerance between people also can be seen as one of cultural attractiveness. the image of banyuwedang hot spring existing can be seen on the following figure 2. ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 61 figure 2. banyuwedang hot spring existing (source: survey result, 2018). redesigning zone arrangement of banyuwedang hot spring tourist attraction (1) recreation zone in this zone arrangement there are area for tourism attraction activities in form of opened hot spring bathing facilities, chambers or bathing for healing purposes. open-bathing zone in form of hot spring bathing used in public located on middle area of the others attraction facilities and close to hot spring sources. the zone arrangement concept are (1) public pool or opened located on the middle and become the core orientation of bathing chambers; (2) bathing chambers located in the south side of the bathing pool with orientation to building masses in the north or to the opened bathing pool; (3) while healing pool located not far from hot spring sources. these zone arrangement done based on distance consideration between opened bathing pool, bathing chambers, or healing chambers that closed enough to the hot spring sources. this means that hot spring water distribution doesn’t need more power sources to flowing the hot water from it sources. beside that, the creation public spaces as social space from visitors who do recreation on the object. bathing chambers zone also located on the area that easy to monitor from all negative things. other recreational zone which is “tour around mangrove” is a trip through mangrove forest via wooden jetty. that jetty has been planned to stop near edge area of mangrove forest, so that not destroying the mangrove trees to much. visitors can go around mangrove forest which located on the north of the site while enjoying fresh air that comes from the forest and also beautifulness of northern buleleng district open seas. end of the trip is returning to the hot spring bathing area. ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 62 zone arrangement of this recreation supporting facilities also planned with approaches to environmental conservation. that facilities are deposit box area and changing room, shower room, and toilet. the most considered things on that facility are waste disposal management; toilet; and also plastic garbage disposal system. waste in form of soap and detergent will flow through filtration process before it flowed to open nature. this system filtered the rest of bad molecule from soap or detergent and that liquid waste, so it detached from the molecul and flowed to open nature. other zone arrangement that support the recreational activities in the banyuwedang hot spring tourist attraction are (1) management office; (2) restaurant; (3) souvenir shop; (4) parking area, and (5) medical clinic. facilities that located in southern zone of the site and located in eastern side of pura dang kahyangan banyuwedang zone. in the beginning, this zone is an empty land and functioned as parking area for visitors, but according to more strcuturized zone concept, then some facilities which located on the same zone as bathing pool zone has been moved to supporting zone. beside that also for adding comfortness and safetiness of all visitors then function such as medical clinic and spa need to be added. block plan of redesigning zone banyuwedang hot springs can be seen on the following figure 3 below: figure 3. block plan of redesigning zone banyuwedang hot springs ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 63 (source: analysis result, 2018) according to description above and discussed with sustainability concept (economic, social, environment). economic sustainability seen from open-bathing pool zone and closed (chambers) which located as closed to hot spring sources. efficiencies in energy-draw power sources or hot water distribution from it’s sources to all pool are minimizing energy needs concept. besides that also, bathing pool zonation placement near the hot spring sources, keeps water quality so it’s temperature will not easily drop. zone arrangement related to building masses that oriented to the centre (open-bathing pool) produce activities pattern settings that creates social spaces between visitors. people that came from all regions of bali and outside bali can know each other well through that. the management of waste disposal system from activities in bathing pool, shower room, and bathroom are using filtration system that flowed away all liquid waste (detergent and soap) from all activities to open nature. that filtration concept can help to preserved nature around the object (mangrove forest) from liquid waste pollution by bathing pool, shower room, and bathroom. sustainability environmental concept also described from zonation arrangement of supporting facilities such as: (1) management office; (2) restaurant; (3) souvenir shop; (4) parking area; and (5) medical clinic which the zonation located far away from hot spring sources to keep a good nature environmental quality. (2) conservative zone there is other potencies in banyuwedang hot spring bathing which is the existence of pura mas beji banyuwedang and pura dang kahyangan banyuwedang architecture. pura mas beji got interconnection with the banyuwedang hot spring sources, because the temple existence was a form of respect to the spring in hindubalinese religion context in general and especially for banyuwedang people. according to wijaya (2015) stated that balinese people perceive that springs are a source of life and need to be managed sustainable it by spasial system. the spasial system are balinese people do ritual activities at the source of the spring as an effort to respect the water source in an niskala (ritual) by establishing a temple (holy place) around the place. the people who do healing activities through hot spring media, must first do praying at pura mas beji banyuwedang. the existence of those ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 64 temples certainly have social activities setting that do prayers (pamedek). there are two main activities in banyuwedang hot spring as tourist attraction which are recreation and ritual. these things means that 2 activities and rituals spaces (recreation & ritual) have been well preserved in terms of their existence related to preserving sustainability of those two in one tourist attraction region. zone arrangement of those temple arranged with preservation of its existence but blend in spatial on one tourist attraction. distance between pura mas beji banyuwedang arranged with border line of a park with 1 metre width from the temple outer wall border. kinds of plant which will be used such as mini yellow bamboo or red shoot flower. this borderline concept separating 2 zones not absolutely but separation made through harmonization in those two zones. because of the existence of pura mas beji was a part of this object. same concept also applied in pura dang kahyangan banyuwedang. but, the borderline width is 2 metre because of these temple complex much bigger than pura mas beji banyuwedang. so, conservation of those two temples still preserved in one tourism region with it’s secularity. transition zone between recreative zone (secular zone) and conservative zone (sacral zone) can be seen on the following figure 4. figure 4. transition zone between recreative zone (secular zone) and conservative zone (sacral zone) (source: analysis result, 2018). ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 65 figure 4 illustrates the boundary between recreation zones and conservative zones is space in the form of a planter box. the transition space maintains the continuity between the two zones (recreational and conservative). in the context of architecture, the transition space becomes the middle boundary that divides the two opposing spaces to create harmony. besides that, the existence of transition space (planter box) as an acoustic (silencer) of recreational activities conducted by visitors. therefore, visitors who do secular activities in the recreation zone can enjoy the potential of freshness of mangrove forest and also the potential in the form of a temple architecture that is still maintained its existence. while people who do praying can quietly perform ritual activities without disturbed by recreation activities. so the sustainability of the temple architecture as a cultural potential in banyuwedang hot springs still maintained its existence as the spirit of place. other conservative zone is the mangrove forest. in redesigning the zone arrangement of the object, mangrove forest existence preserved. zonation of bathing chambers, food stall, and bathing shower for healing resetting by consideration that activities on that zone have negative impact on mangrove forest sustainability. there are plastic garbages from food from food wrappig and detergent in western zone of pura mas as activities result on those spaces. bathing chambers and healing shower rearranged to be one area with open bathing pool, and the existence of food stalls relocated to southern of the toursim object with quite far distance from conservative sone (mangrove forest and spring). arrangement concepts on top were sustainability concept in environemntal and cultural context. the sustainability of mangrove forest ecosystem preserved through space and activities governance that doesn’t cause environmental pollution. those pollution came from plastic garbages from activitis in food stall, bathroom, and bathing pool. because of it, spaces and activity setting on those spaces moved to zone that not directly or indirectly touch vital conservation zone (mangrove forest and hot spring sources). sustainability in cultural context which is the existence of religious ritual on both temple in this bayuwedang hot spring tourist attraction keep on going through zones that accommodate ritual activities at a time also become local cultural attraction in supporting tourism potencies. the intended result is a summary of the results of the analysis of the data, not the research results in the form of raw data.the results of the analysis of the data from the statistical data ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 66 processing software, presented by re-typing in the table which is adapted to needs, not by means of cut output results analysis. conclusion redesigning zone arrangement of banyuwedang hot spring based on sustainability concept through “recreative and conservative” spaces zone arrangement. it consist of: recreative zone arrangement based on activities character as spaces for bathing and it’s supporting spaces. conservative zone as potency that gives value on bathing place there are hot spring sources, mangrove forest, and pura mas beji and pura dang kahyangan banyuwedang temple.those two zones existence preserved in one unity of sustainable tourism region. the separation of those two zone through consideration on economic sustainability concep, social sustainability, environmental sustainability, and cultural sustainability. minimizing power use with the placement setting of bathing pool near hot sprng sources, social interaction spaces through centered mass pattern on public activities in one spaces, preserving mangrove forest and hot spring sources from pollution of plastic garbages and liquid waste with space zonation not located on those vital area. do not reducing ritual activities existence and supportive ritual with those spaces arrangement in one unity of toursim spaces. the results of this study are expected to be a consideration or guide lines in the construction and structuring of facilities at the banyuwedang hot spring tourist attraction by focusing on sustainable development. consider the potential of the natural environment and local cultural wisdom (ritual aspects and temple architecture) as a very important potential in sustainable development in banyuwedang hot spring tourist attraction. references dewi, m. h. u. d; fandeli, c; baiquni, m., 2013. “pengembangan desa wisata berbasis partisipasi masyrakat lokal di desa jatiluwih tabanan, bali”, jurnal kawistra, 3(2), pp. 129–139. available at: https://jurnal.ugm.ac.id/kawistara/article/view/3976/3251. mckercher, b; cros, h. du, 2012. cultural tourism: the partnership berween tourism and cultural heritage management. new york and london: routledge. normelani, e. et al. 2016. “identifying and developing tourism program in lok baintan floating market in south kalimantan, indone”, iosr journal of humanities and social science (iosr-jhss), 21(1), pp. 56–61. doi: ijaste – international journal of applied sciences in tourism and events vol.3 no.1 june 2019 67 10.9790/0837-21125661. nuryanti, w. 1999. heritage, tourism and local communities. yogyakarta: ugm press. pradapa, s. y. f. 2004. “pengembangan pariwisata berkelanjutan”, dinamika kepariwisataan, 2(3). ragheb, a., el-shimy, h; ragheb, g. 2016. “green architecture: a concept of sustainability”, procedia, 216, pp. 778–787. doi: 10.1016/j.sbspro.2015.12.075. sidiq, a. j; resnawaty, r. 2017. “pengembangan desa wisata berbasis partisipasi masyarakat lokal di desa wisata linggarjati kuningan, jawa barat”, in prosiding ks: penelitian dan pengabdian kepada masyarakat. jatinangor: departemen kesejahteraan sosialsidi, pp. 38–44. wijaya, i. k. m. 2015. “ruang ritual pada sumber mata air dan aliran air di bali”, in civil engineering and material technology seminar (cemtecs 2015). denpasar: program studi teknik sipil fakultas teknik, universitas hindu indonesia. available at: https://drive.google.com/drive/u/3/folders/1o0p4pv9ynqb2jx7dnnx1acxllkctn aak. ijaste – international journal of applied sciences in tourism and events vol.2 no.1 june 2018 1 aikido in bali: japanese cultural diplomacy and its relationship with tourism business 1wayan nurita, 2kumiko shishido, 3i gede mudana 12japanese department, sekolah tinggi ilmu bahasa asing (stiba) saraswati, indonesia 3tourism department, politeknik negeri bali, indonesia email: 1nuritabali@yahoo.com, 2kumikoshishido@gmail.com, 3gedemudana@pnb.ac.id abstract there is a significant growing number of balinese people who learn many kinds of martial arts from other countries. one of the martial arts is aikido, originated from japan, which has been accepted and well developed in bali, indonesia. this current study aimed to find out and understand the diplomacy of japanese culture through the practice of aikido and its relationship with tourism business in bali. this qualitative research took place in aikido’s dojo (training centre) in bali. the data were collected through observation, in-depth interview, documentation, and literature study. the technique applied to analyse the data was the qualitative technique. the findings of this study show that many japanese aikidokas and their families visit bali regularly, not only to perform aikido activities, but also to enjoy the scenary and balinese culture. the long period of aikido practice which can be time consuming surely makes bali an ideal place to spend memorable time for the japanese aikidoka, their families, and the all the group members. from the political point of view, this phenomenon can be an alternative of diplomacy of japanese culture, specifically in bali. this study found that beside the acceptance and the development of aikido in bali as parts of globalization and japanese culture diplomacy, bali tourism sector was strenghtened at the same time. keywords: aikido, martial arts, japanese cultural diplomacy, tourism, tourist destination. introduction relationship between indonesia and japan has been very well and developed to be strategic partnership for the interests of both sides. this relationship includes economy and other cooperations. this close relationship can be illustrated as the relation ‘from heart to heart’. there are many evidences of indonesia-japan close relationship. one of them was the commemoration of ‘the 60th diplomatic relationship between indonesia and japan which was held on january 26th, 2018 at the bentara budaya bali, ketewel, gianyar, bali. the japanese general consulate in denpasar hirohisa chiba stated that the diplomatic relationship between indonesia and japan has been established since january 20th, 1958 when both countries signed the peace agreement. another fact, dated in 2015, showed that there were 745.000 indonesian mailto:nuritabali@yahoo.com1 mailto:kumikoshishido@gmail.com mailto:gedemudana@pnb.ac.id 2 students who learned japanese language. this number was the second highest rank in the world. in addition, in the year of 2018, the number of japanese tourist visit to indonesia is targeted to be 1 million people (tribun bali, 27 january 2018, p. 8). such a relationship also occurs in bali, a very popular tourist destination. in accordance with the wide spread of globalization in one side and the growing of global tourism business on the other side, a japanese-originated martial arts called aikido has been accepted and developed in the island of gods. the intencity of aikido which come to and grow in bali cannot be separated from the issue of globalization, especially through tourism business, as well as the power and authority of japan as a nation in the world constellation, in the field of politics, economy, and culture. aikido was established in bali in 1995 and has been spreaded to many regencies including badung, gianyar, and denpasar, with 348 members. meanwhile, in the modest point of view, for the sake of preserving or promoting identity, indonesian people, including balinese people, should maintain their own traditional martial arts since they can be used to as the tools or instrument to improve local and national identity. this kind of thought is in accordance with the opinion of koentjaraningrat (1985: 115). every activity in the development of aikido in bali including the mass media are under the supervision of the mother organization of japanese aikido, called nihon aikikai. for the sake of developing technique quality of balinese aikidokas, the central dojo in japan, honbu dojo, sends some selected masters of aikido to bali twice a year. at the same time, the trainers and their groups, also their families surely require accommodation, foods, and transportation, as ordinary needs for tourists while in bali. this phenomenon is very interesting to analyse, since the development of aikido in bali, as the realization of japanese culture, has been contributing positively to the development of tourism in bali. aikido as one of the japanese cultures has spreaded and practiced by aikidokas in several dojos in bali. the process of developing aikido requires dojo as the training centres in order to improve the technique quality of the aikidokas. the establishment of dojos by the aikidokas, according to the standard of bari aikikai, show the success of aikido development in bali. this success actually belongs to the japanese, in this case is the central dojo (honbu dojo) in tokyo, who has been successful in developing bali aikikai. 3 beside the development of several dojos in bali as the training centres, in order to develop the technique quality as well as the values of japanese cultures, the honbu dojo in tokyo is regularly conducting training in bali at least twice a year, which is facilitated by bari aikikai. through the training process, the aikidoka bali presents the idea of japan as the origin of aikido. besides the technique of aikido and the cultural values within, balinese aikidokas also have other impressions about japan, which are gained through experiences visiting japan or through mass media and testimonies from japanese aikidokas who visit bali. based on these facts, this study aims to discover the aspects behind the development of aikido, as a form of japanese cultural diplomacy, which positively contributed to the tourism business, specifically in bali. research methods this research took place in four aikido dojos in bali, namely (1) dojo samurai on tukad gangga street, renon, denpasar, (2) dojo dirgahayu in sumerta village, denpasar, (3) dojo aura on sunset road street, kuta, badung, and (4) dojo kami in jimbaran village, south kuta, badung. this research applied the qualitative method focusing on the meaning of culture with critical etnography approach, likewise a cultural study which discusses about modernity called tourism business. therefore, the researchers (1) investigated the life of balinese aikidoka both as individually and as a group; (2) observed the process of aikido development in bali, from the aspects of organization establishment, dojo management, the progress of the aikidokas, image, authority, and positive contribution to the existance of bali tourism. this research mainly used qualitative data. the technique of data collection included observation, in-depth interview, documentation, and library research. the technique of data analysis used the qualitative technique. the result of the data analysis was presented informally in narative description. discussion balinese aikidokas get a series of training, guided by trainers from japan, with a belief that everything they do is based on the truth and their faith. they follow the training sessions including the aikido’s techniques, rules, and attitudes like those in japan. from the critical analysis point of view, this fact is relevant to what is said by 4 foucault (in lubis, 2014: 22) that the rules created by the authority is the “game of truth”. this game of truth decides how the subject can become the object of knowledge (connaissence), how the game of truth leads the subjects (the balinese aikidokas) in doing observation, analysis, and self-interpretation as the area of knowledge. the culture of paternalism is closesly related to the existance of aikido in bali. from the viewpoint of globalization theory, this situation may lead to the cultural globalozation in the form of cultural unification and homogenization. the homogenization can be seen from the standard homogenization by the honbu dojo in tokyo so that the aikido practiced by the balinese aikidokas is the same as those all over the world. cultural unification and homogenization in the global scale are presented through mass media, especially television. as explained previously, "media imperialism" is changing the world into "global village", because the scope of cultural and product is the same. seeing this fact, sztompka (2011: 105) introduced his theory called ecumene culture. according to him, ecumene is the area of interaction, interpretation, and gradual culture change. traditional culture occurs in the borders of community, limited to certain time and space, modeled, and recreated within direct interactions, face-to-face with modern culture, travers time and space, through communication technology and transportation, without being limited to time and space. the flow of culture in ecumene is not vice versa, but a one-way direction. the culture message comes from the centre (developed country) while the others are only as the recipients. according to hanners, one-side culture flow is not a singular system, but include the overal culture dimension and geographic areas. aikido as a japanese culture which has been spreaded and practiced by balinese aikidokas in several dojos in bali, is mainly aimed at gaining profit or income, for japanese government and for the dojo management in bali. there is a price to pay for attending aikido training, starting from regular training fee, seminar, out camp training, membership of bari aikikai, and the cost for exam. these costs are borne individually based on the needs. from the perspective of globalization theory, it is said that the globalization relates to the economy concept, or what is stated by ritzer and smart (2012: 927-928) as economistic for globalization. economy globalization (capitalistics) comes together with the tendency to homogenize, in the strongest form of the world americanization, an viewpoint which can be found in both right-line and left-line of ideology. in this relationship, the world of advertisement has a very active role. 5 the more people involved directly in the advertisement and global market, the more it emphasizes that production and promotion of goods and service in the global scale need attentive and gradual concern to the culture difference. only a few who admit that the goods and service marketed globally, or nearly globally, in fact are less sold in the standardized form. the goods and service to be consumed in this context is aikido. what is meant by consumption here is the sign consumption as the result of the increasing life style in indonesia, specifically in bali. this fact corresponds to what is said by piliang (2006: 128), a social change that comes together with economic development in indonesia recently is the development of life style, as the function of social differentiation which occured from the relation of consumption. within this change, consumption is no longer related to the useful value in order to fulfil the utility or certain basic needs. however, related to the simbolic aspects to mark classes, status, or certain social symbols. consumption expresses one’s social positions and cultural identity in a society. the one that is consumed is no longer an object, but also social meanings hidden. this tendency is called as the consumerism culture by european scholars, even though the same terminology is used in america with different meaning. connected to the issue of aikido as a japanese martial arts which is consumed by balinese aikidoka bali, ritzer (2008: 138) states that, consuming an object is the same as consuming the sign, in which the person is in the process of defining himself. therefore, the category of object is regarded as the production of personal category. "through objek, every one and group find their places in a system, everybody tries to push this system based on their personal line. through the object of stratified society...so that everyone stays in a certain place forever (baudrillard, 1972/1981: 38). it means that what they consume is different from what the other types of society consume based on the object of consumption. what is consumed does not depend on the number, but on the sign. "consumption... is a system of sign manipulating... to be an object of consumption, the object has to be a sign”. consuming certain object signifies that (even unconciously) a person is the same as the other person who consume the same object, and different from the others who consume different object. this is what we call code, that control what is consumed and what is not. the coming and the development of japanese aikido in bali is also as the result of multiculturalism, in the form of acceptance of balinese people who welcome 6 other culture which is different to their own culture. this attitude is the realization of multiculturalism (ata, et al, 2009: 17), the openess to difference. by having this attitude, balinese aikidokas believe that unorganized difference which is not properly managed can lead to conflicts, but if it is properly managed then the difference will enrich and can be very productive. one requirement for an effective multiculturalism is the willingness to accept the basic truth that human is imperfect, and is always being. to be human being, they need others. the ideology of multiculturalism, from the theory of globalization, the diversity which occur in the training process of aikido in bali is a form of culture homogenization and cultural colonization. barker (2014: 181) states that a number of commentators argue that the process of making culture relative can marginalize the dimension of authority, especially in the context of racial social stratification, and organized as what is frequently seen nowadays. the critics of multiculturalism from the culture study viewpoint focus on the importance of authority and challenge ideology practices and structural which shape a part racialism recently. some people state that the philosophy and the strategy campaigned by multiculturalist based themselves on the version of essential ethnic identity. they tend to homogenize the cultural experience than to admit the diversity and hibridity which are already exist within the identity of contemporer cultural. cultural homogenization is a another word of cultural imperialism in the systematic uniformation of global cultures under the influence of a strong foreign invasion of cultures (in terms of japanese research). in media studies, there is a long tradition that can explain the phenomenon of media imperialism. media critics have shown an analysis of the cultural consequences of the country’s long standing control of the global media system, which makes it a cultural formulation in bali. in this context, cultural globalization is perceived as a threat to the existence and sustainability of local cultures such as national martial arts. this is due to the view of the strong influence of media control over cultural power, and of course in creating cultural hegemony (piliang, 2011: 220). multiculturalism which happen during the process of aikido training in bali as the impact of globalization produces cultural groups interstate. this can be seen from the statements of bird dan stevens (samovar, porter, and mcdaniel, 2010: 13-14) that there are seven signs of globalization that result in cultural groups between countries. homogenous groups appear at least in the ever-growing business community. this 7 group does not share geographic location, socio-economic class, religion, native language or the same country culture. however, they share a number of common values, attitudes, norms,languages, and behaviours. with one foot in the original culture and the other in the global arena, they become members of an emerging and recognizable global culture. in some cases, they participate more actively than the original inhabitants. they are part of what is known as the emergent global culture. the development of aikido in bali cannot be separated from the role of the japanese people as the owner of the culture. the role of the early japanese was to spread aikido in bali, furthermore, as a reference of balinese aikidokas to increase the quality and the quantity of aikido. in this role, one of the forms is the arrival of japanese teachers so that the person’s deliberations can be more clearly seen by looking at the appadurai’s idea as quoted by steger (2006: 58), that there are five conceptual or landscape dimensions formed and at the same time characterize the flow of global culture. associated with aikido in bali, in order to bring teachers from japan to improve the quality of technique, and understanding of japanese culture (ideology), there are at least two things most clearly visible, namely ethnoscapes (migration from one country to another, such as tourists, immigrants, and labor (aikido teachers), and ideoscapes associated with ideologies and values. in relationship with tourism business, bali’s aikido is certainly a movement in the form of finanscapes because the arrival of aikido people from japan can be considered the same as the arrival of tourists as they need accommodation, meals, facilities, souvernirs, and so on. in relation to tourism business, finanscapes cannot be separated from technoscapes (technology) and mediascapes (media usage), especially that japan is a veru sophisticated nation with the technoscapes and mediascapes. the arrival of aikido people from japan is of course an economicpolitical-social phenomenon that involves the tourism industries, the government, and the local community (the balinese). according to mudana, sutama, and widhari, 2017, 2017a, 2017b (<https://ojs.unud.ac.id/index.php/ecs/article/view/33150>, <https://ojs.unud.ac.id/index.php/kajianbali/article/view/35152>, <http://ojs.pnb.ac.id/index.php/soshum/article/view/717>), tourism cannot be separated from the roles played by those three pillars. ethnoscapes in relation to the movement of people (japanese aikidokas) to bali for the sake of the technique quality and the planting of japanese cultural values, either directly or indirectly, affect the existence of bali tourism. the japanese aikidoka https://ojs.unud.ac.id/index.php/ecs/article/view/33150 https://ojs.unud.ac.id/index.php/kajianbali/article/view/35152 http://ojs.pnb.ac.id/index.php/soshum/article/view/717 8 and their groups or families repeatedly require accommodation, consumption, and transportation while in bali. besides practicing in several dojos, they also visit many tourist destinations in bali, so this is a new face for tourism world in bali which can later be developed with icons of sport tourism. tourism itself cannot be separated from the globalization. globalization with its characteristics has made the world seems to be borderless, there is no more boundaries which separate countries from one to another (ardika, 2007: 13). in another word, the boundaries of national cultures, national economy, and national regions are getting unclear (hirst dan thompson, 1991: 1). in line with the process, it seems that the change of every aspects in the society and its culture as the impact of globalization is hard to avoid. thus, the reality of life nowadays is pretty much different from the reality back then. besides the quality of techniques taught by japanese teachers, the value contained in aikido is also taught. aikido’s philosophy is harmony and harmony. the japanese stated through their general consulate in denpasar, that aikido focuses on the discourse of harmony and the value of peace, so that the discourse can find similarity with the ideology (and cultural values) that already exist in bali. thus the participants or potential trainees from bali are willing to accept the aikido. by participating in aikido training as one of japanese culture, the participants from bali will also be considered to share the values of harmony and also share for the world peace. another role of japanese in the development of aikido in bali has been done before bari aikikai was formed. it started mr. shinjiro susami (japanese aikidoka) visited the dojo samurai several times in 1996. at that time the activity of aikido in bali was connected to the world aikido organization, honbu dojo in tokyo. later on, honbu dojo in tokyo became the supervision of the existence of aikido in bali. the supervision of aikido in bali conducted by honbu dojo in tokyo includes: technical standards (including japanese terms) in accordance with nihon aikikai, arrangement of dress code, practice equipment, attitude and behavior of, aikidoka in training, in attending seminars in japan, black belt (dan) level test dues, and internasional diploma expenditure from honbu dojo. the role of the japanese in maintaining the quality of aikido techniques in bali is done through the procurement of seminars by bridging the coaches sent from honbu dojo in tokyo to come to bali regularly, at least twice, every year. this fact indicates 9 the existence of japanese control as supervisor who plays a role in the uniformity of technical quality in the development of aikido in bali. the role of japan is also evident in the rate increase procedure. this is evident in the provisions of exam materials set forth honbu dojo in tokyo and the provisions of the tested techniques apply in bali and elsewhere throughout the world. after the examination is conductied with testers from japan (required for the dan exam) and the existing technical standard, if the aikidoka is passed, then the level increase is also issued from japan for the black belt (yudansha) certificate holder. another set by honbu dojo in tokyo is the standard dress when practicing. the clothing standard assigned by honbu dojo to the aikidoka incorporated in bari aikikai consists of two provisions, namely (1) for aikidoka who have not reached the level of black belt (mudansha) determined by white pantsuit, white shirt and white belt, before reaching the level of kyuu 2. after reaching the level of kyuu 2 and kyuu 1, they have the right to wear a brown belt for men. specifically for female aikidoka, after reaching level kyuu 2 and kyuu 1, they have the right to wear a brown belt and a skirt, like samurai (hakama); (2) for the level above black belt dan i, both male and female aikidoka wear black belt and hakama. the outfit of aikidoka who are the member of bari aikikai consists of belt, upper garments, trousers, and hakama. figure 1 balinese aikidokas before black belt (mudansha) with japanese people and two other foreigners (source: wayan nurita, 2015). 10 figure 2 balinese aikidoka with japanese sensei wearing aikidogi and hakama (source: wayan nurita, 2015). figure 3 balinese aikidokas with japanese sensei wearing aikidogi both mudansha and yudansha (source: wayan nurita, 2014). in addition to aikidogi in aikido practiced in bali, there are also training tools (dogu), such as: stick (jo), wooden sword (bokuto/bokken), and short knife (tanto) all of which are determined from japan. these tools are used when performing techniques with weapons. in training techniques using weapons, either both aikidoka use them or one of the attackers using weapons and who do not hold a weapon when attacked with a weapon then he cripples the attack and seizes his weapon. the role of japanese are not only emphasizes physical exercie alone, but the attitude of balinese aikidoka also reflects that aikidoka have good morals and personality, which is the goal of practicing aikido as standardized by honbu dojo in tokyo. this is seen from the viewpoint of critical study that it there is a link between japan-bali in power relations. the japanese as the owner of the culture supervises all activities of aikido in bali. with regard to power relations, there is hegemony. gramsci (edkins and williams, 2010: 234) defines "hegemony" as a special kind of social power relationship whose dominant groups secure their position of previleges 11 in a way largely (if not exclusively) through consensus means. that is, the dominant group (japan) imposed the consent of the dominated group (bali) by articulating a vision of politics and ideology (as well as cultural values), which claimed to be able to speak for all and with beliefs held in popular political culture. under these circumstances, coercive forces may recede to the location of the background of political life, always present as potential but not directly visible in everyday political life. the hegemony of japan as a supervisor of aikido development in bali is inseparable from japan’s ideology (and cultural values) to instill awareness that what it does is acceptable without resistance. this is consistent with althuser’s statement (takwin, 2003: 85), that ideology is not only in superstructural relationships with substructures or state relations with the people or labor relations with employers. ideology is found in other relationships, even in the daily interpersonal relationship. ideology is in every person, only unconscious. ideology is no longer seen as false consciousness, but further and deeper are the forms of unconscious, embedded in the individual. ideology is a profoundly unconscious. since ideollogy is a form of unconsciousness, its practice in human is not realized. ideology enters through various sources related to the structure of society, such as family, religion, education, mass media, and others. japan’s power relations through aikido as one of the forms of science possessed by japanese is one of the most powerful tools for balinese aikidoka discipline as a form of voluntary accepted hegemony. this is stated by foucault (lubis, 2014: 74) in the archeology of knowledge (1969/1972) that knowledge (savoir), can serve as a powerful tool for discipline and training to conquer and obey people as the experts say. there are two terms that need to be explained, namely: "savoir" and "connaissance"'. savoir deals with formal knowledge and philosophical ideas and formal institutions that oversee scientific activities. connaissance are formal knowledge bodies, such as books, scientific journals, philosophical theories, and religious norms. connaissance is any kind of specialized knowledge such as nuclear physics, evolutionary biology, or freudian psychoanalysis, while the savoir is the discursive conditions necessary for connaissance development. the relationship between japan-bali through aikido training has resulted in the expansion of social relations, ie. mutual relations between individuals (aikidoka) with the others. this social relation ocurs because each member of bari aikikai performs a social relationship that exists between individuals and between groups of 12 dojo, or between bali aikidoka with japan aikidoka which lasted for a long time. aikidoka as human being is detined to be a personal being and at the same time a social being. social relationships among individuals, between groups or individuals, affecting each other and are based on awareness to help (http://www.scribd.com/doc/34826071/46/b-jenis-hubungan-sosial, accessed 3 november 2016). the expansion of social relations by balinese aikidoka can expand its business relationship through the cultural values that exist in aikido. this is a good thing and worth following by the surrounding community. the situation is in accordance with max weber’s idea (takwin, 2009: 130) that the relationship of established and defended dominance must have legitimacy, in the sense of having the impression that the relationship of domination is socially viewed as something good and worthy of support. assessment of the relationship of domination can be based on legal, political, moral, religious, cultural, or all aspects of it. the expansion of social relations that occured among aikidoka of bari aikikai members is a form of social net which in bourdeau’s thought of calling it “social capital”. bourdeau (edkins and williams, 2010: 144) states that capital is a form of power in certain fields whose purpose is to accummulate capital and use it to gain more capital and dominant position in the field. the expansion of business relations as a result of the aikidoka social relations of bali is possible only if the aikidoka concerned has a certain capital in a certain field (bari aikikai). capital in this case includes technical capablities possessed aikidoka based on its level, business owned outside aikido activities so that it can be used as a business event with other aikidoka and or business partners. balinese aikidoka who practice in several dojo in bali, through the process of technical training and attitudes and behaviors, establishing their identity in person and group. through the process, then in the balinese society emerged a new man who has a different label with the balinese people in general. this is evendenced by the bali aikidoka who has reached certain level as a coach at the dojo in bali has the attitude and ways of coaching with japanese coaches in japan. this fact indicates that balinese aikidoka to some extent become one of the trainers at dojo in bali through long mimicry, both aikido techniques and the values in aikido taught by teachers from japan, so the opinion is considered that between japanese trainers which is in japan with a balinese coach is no difference. http://www.scribd.com/doc/34826071/46/b-jenis-hubungan-sosial 13 the other aikidoka also argues that in aikido, especially those trained by balinese have been flowing the attitude of the japanese who are transmitted through bali aikidoka trainers. these attitudes are: kinship, peace, obey the rules, and shame. shame means how an aikidka will feel ashamed in life, in dojo, or in society if in his behaviors and actions are contrary to the values in aikido. for example, show the greatness of self defense in the general pubic outside the knowledge of the bari aikikai in the framework of promotion or shame if it violates the rules and norms in society. in acting both in dojo and in society, an aikidoka brings identity, both personal and group, as balinese aikidoka. the attitudes that formed in balinese aikidoka through aikido training that has been disclosed by informants are in accordance with the disclosed nippon budokan (2009: 214) that aikido exercise consists of repetition of basic techniques with the opposite of different body size and strength. aikido practitioners suppress agressive feelings. the goal is to cooperate with each other, and react naturally with the flow of energy and the technique of the opposite, not against it. these principles also appear in the personality of aikido practitioners. learn hard, about basic technique is the media to respect an appreciate all things and become individuals with sincere and honest character. the point isnot to improve others, but to improve yourself. this is aiki. aikido is a self-fulfilling way that requires a sense of humility, leading to selfconfidence. the disciples practice each other without the will to hurt others. to understand the principle of sikido, one must practice vigorously. the values taught in the dojo in bali have become a habit of japanese nation in their daily life. romi (naim, 2012: 38) says that based on his observation of japanese society, it appears that educated communities are born of simple traits and attitudes. the japanese put shame on their face. the shame phenomenon that has been ingrained in the attitude and culture of japanese society brings widespread implications in various areas of life. romi observes that in japan there are many other things formed from this shame, including issues of human rights, law enforcement, and morale of officials. some people outside balinese aikidoka provide an assessment of bali’ aikidoka in behaving, acting and behaving in the dojo or in everyday life like the japanese. this is as a result of aikido’s training process in terms of techniques and values in it, both in bali and in japan. aikido, as one of the modern budos, is depicted in the balinese aikidoka’s attitude which is in accordance with the budo experts 14 revealed by nippon budokan (2009: 51) that the expert of budo will appear calm and grateful and will not show weakness. the buddhist disciple learns to maintain peace of mind (heijoshin) by studying dangerous budo techniques. the term heijoshin is preserved through the study of the budo and is essential for buddhist practitioners. after years of practice, they will be able to face the trials and challenges in their lives. the physical culture of balinese aikidoka arose after they attended aikido training in several dojo in bali. it includes acts in life inside and outside of the dojo, attributes used, community activities both within the bari aikikai and aikidoka members in other countries. these signs characterize that the person is an aikidoka in the bari aikikai neighborhood. with regard to the physical culture of aikidoka members of bari aikikai, some informants hold that in their daily activities, their attitude is calm, their ethics is guarded, not show off, polite, and cheerful (seen from facial expression while talking), and when they will end a conversation they show gestures bowed while thanking, just like a real japanese. the physical culture of balinese aikidoka can also be seen from the use of attributes in the form of t-shirts, jackets, and bags with the sign of aikido. this appearance shows the practice of marking in accordance with the opinion of barnard (2007: 54) that fashion and clothing are the practice of marking. in it omes the generation of meaning, which produces and reproduces cultural groups in line with its position in relative power. however, it is important to emphasize that fashion and clothing are not used simply to show or refer to social and cultural positions. clothing is used to construct and mark social and cultural realities. the main problem is through fashion and clothing, individuals establish themselves as social and cultural beings, and encode (decode) their social and cultural environments. fashion and clothing, as a means of communication, is a cultural phenomenon in which culture is understood as a marking system, as a way for beliefs, values, ideas and experiences communicated through practices, artifacts, amd institutions. fashion and clothing are the ways human use to communicate, not just something like feelings and moods, but also values, expectations, beliefs of the social groups that their members follow. it is a means produced and reproduced by society. therefore, fashion and clothing form the basis of social groups and the identity of individuals within the group rather than simply reflect on them. from the descriptions of physical culture of balinese aikidoka, it seems that the training of aikido includes the values of interaction with the japanese aikidoka as 15 teachers. the balinese aikidoka can display attitudes, expressions, and attributs to the community outside the bari aikikai. this fact shows that balinese aikidoka have a new identity without realizing it, even though they think it is good for them. said (piliang, 2011: 214-215) states the need for a new critical awareness, combined with a new understanding that identity, society, and culture always overlap with each other, through mutual influence, crosses, fellowship, recollections, exclusion, and conflict. said’s statement about the identity displayed by balinese aikidoka is corroborated by kusumohamidjojo (2009: 128) that individual or group can have their respective identity formats that touch or interconnect with various other identities in one or several aspects of life. that way, everyone can no longer apply the absolute identity as aristotle conceived 24 centuries ago, because the realization of that identity has been cross cultural. the formation of new human beings as individuals and groups through the aikido training process is one of the implications of the training. judging from the critical study, it appears that balinese aikidoka as indonesian people should have maintained their identity through their original culture. in fact, another identity (japanese) was formed during the aikido training. this, according to deleuze & guattari (adlin, 2006: 11), is a phenomenon celebrates the death of identity, by releasing tthe identity of its genus foundations, in order to establish a space for the pure distinction of identity, called nomadism space. nomadism is the opposite of identity in its conventional sense, an attitude tendency that celebrates displacement, unfluity, and pure discontinuity. nomad does not stop moving from one place to another, and never settle down (sedentarity) or has a provision (fondation). there are some scholars who deny the death of identity, in order to revise the concept of identity. toulmin (adlin, 2006: 12) says rather than celebrating the death of identity, it is better to propose to return to the local identity (genus), in order to establish recognition and tolerance: that every pluralistic society and culture has a claim to truth based on its rationality. however, the respect for plurality does not mean to trap people into radical relativism, as proposed by poststructural supporters, such as : derrida, deleuze, and lyotard. aikido training in bali creates cultural crosses that shape a new lifestyle for individual balinese aikidoka and groups. the cracks if urban culture allow them for the crossing of their lifestyle through the creation of various forms of hybridity and lifestyle hibridization, resulting in various hybrid lifestyles as the process of creating or 16 replicating mutant forms through cross-breeding, leading to a mixed identity that is no longer intact, there is still a portion of the identity of the two elements that are omitted. the hybrid lifestyle is a lifestyle built by a double code, i.e. cross-breeding two different lifestyle codes or contradictory, in such a way, that it produces various forms of selfcontradiction, ihab hassan (piliang, 2011: 243). the formation of a new human for balinese aikidoka as the implication of aikido training in bali is a cultural phenomenon that requires critical awareness as one of the national culture, especially martial arts of indonesia that should be maintained. regarding maintaining national culture, adlin (2006: 22) says that concerns about external threats to indonesia have been a historical legacy in the effort to build and maintain national culture. in the minutes of the seminar on the development of culture in the framework of national development, it is illustrated by the various threats that : "...indonesia is not only faced with various ideologies and problems caused by the science and technology, but also foreign culture with all the patterns and lifestyle. this creates a variety of effect among the people of indonesia. in some segments of society that mainly have the economic ability, authority, the opportunity to manage economic resources, arise excessive lifestyles. this is facilitated by a sense of inferiority in society towards everything that comes from a foreign country. these lives will gradually attenuate national awareness among the community that result n reduced integrity and denial of religious, ethical, and social norms. this means the waning of national identity. the waning of national identity as outlined earlier if left unchecked would have adverse effects on the sustainability of the indonesian nation, as identity must still be fought for, preserved, and maintained. it is not good that indonesia at some point is scattered as a result of the decline of its identity. prayitno (2009: 58) says that in the life of the nation, the national cultural wisdom can be raised into important principles of theory. the term ing ngarso sung tulodo, ing madyo mangun karso, tutwuri handayani taken form javanese culture has long been echoed by ki hajar dewantoro since the beginning of independence. this national education pillar is now the motto of education ministry. it imbued the element of authority to touch the learners in the learning process. 17 conclusions and suggestions based on the description above, it can be concluded several things as follows. aikido as one of the japanese culture is a tool of cultural diplomacy of the country, and it can be accepted and developed in bali because there are some things behind it. among them are the ideology of cultural dualism, the ideology of paternalism, and the ideology of multiculturalism. the development of aikido in bali requires support from the main dojo in tokyo continuously, requiring the arrival of teachers from japan to maintain and improve the quality of the techniques and understanding of japanese cultural values presented in aikido. aikido teachers and entourage are the tourist who need facilities while in bali. the presence of aikido in bali gives a positive impact on the existence of bali tourism, particularly in increasing japanes tourists visit. several suggestions can be made as follows. the existance of aikido in bali with all its activities, based on the fact, can contribute positively to the growth of bali tourism. therefore, it is recommended for the authorised institutions especially the tourism board of bali province to give more attention to aikido through printed and electronic media so that it can be more well known by japanese people and can attract them to visit bali. the coming of japanese aikido practitioners to several dojos in bali is the seed of sport tourism. seeing this phenomenon, that both bali’s board of youth and sports (dinas pemuda dan olahraga) and the tourism board (dinas pariwisata) are suggested to improve this seed to become the main product of bali tourism business. references adlin, alfatri. 2006. menggeledah hasrat: sebuah pendekatan multiperspektif. yogyakarta: jalasutra. ardika, i wayan. 2007. pusaka budaya & pariwisata. denpasar: pustaka larasan. ata, ujan andre, et al. 2009. multikulturalisme: belajar hidup bersama dalam perbedaan. jakarta: indeks. barker, chris. 2014. kamus kajian budaya. yogyakarta: pt kanisius. barnard, malcolm. 2007. fashion 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