MICRO
BUSINESS BASED BUSINESS DEVELOPMENT IN TOURIST VILLAGE
Bayu Dian Sua
Pratama1, Bobur Sobirov Baxtishodovich2
Silk Road
International University of Tourism and Cultural Heritage, Samarkand,
Uzbekistan
�[email protected]1, [email protected]2
ABSTRACT
Indonesia is a maritime and archipelagic nation-based country. No wonder
Indonesia has many of the best tourist attractions. Indonesian tourism is one
of the country's largest sources of foreign exchange, so the presence of Covid
19 has had a huge impact on Indonesia and several tourist areas in Indonesia
such as Bali. However, the Indonesian government prepared a new strategy with a
focus on developing tourist villages with the aim of popularizing ecotourism
and improving the economy of the residents and succeeded in getting people in
tourist villages to open micro businesses to simply prepare souvenirs for
tourists. In the title above, we will find out some data on micro-enterprises
in the village of Lembur Sawah and the impact of the tourism village on the
village. This reaserch use qualitative, descriptive-analytical research;
the data obtained is in the form of observation results, interview results, and
field notes that have been collected. Lembur Sawah has formed a Tourism Mobilization Community that gathers
people with the awareness and willingness to process and develop Mulyaharja
into a tourist village; the tourism driving group is called "KOMPEPAR
MULYAHARJA" and
use a promotion mix, promotional objectives, promotional
budgets, target visitors, promotional media used, sources of messages and
feedback. Lembur Sawah is still very developed
to increase visits so that increased visits will help community-owned
micro-enterprises, even though they are still trying to organize training,
attend exhibitions, and organize events to attract visitors to visit to Lembur
Sawah.
Keywords: tourism,
tourist village, micro business, development.
Corresponding Author: Bayu Dian Sua Pratama
E-mail: [email protected]
INTRODUCTION
The tourism
industry is growing rapidly yearly; several countries compete to become the
best vacation spots in the world, including Indonesia. Indonesia is an
archipelagic country with several natural resources and beautiful panoramas,
one of the sectors that contribute to the country's economy is tourism (Rahma, 2020). Indonesian tourism is very impactful due to
Covid 19; therefore, the government is very focused on developing tourist
villages as alternative destinations other than Bali because Bali is
experiencing several problems that never end, such as congestion and garbage
that litter the beach. Commonly referred to as mass tourism (Vainikka,
2015), mass tourism is an early concept used for decades,
often used to designate the early stages of air-based mass tourism since the
60s. According to (Weaver, 2014), mass tourism is a tourism activity in a
place where simultaneously there are several thousand people in the same place.
Therefore, the government is very focused on developing tourist villages for
sustainability and maintaining their nature so that it remains sustainable and
develops the economy of the surrounding residents.
According to
The main
objectives of developing a tourist village include
Figure 1. Monthly
Income Report 2021 and 2022
The data
above shows that the village's declining tourism income is expected to develop
its business and promote its business to the wider community because the
community does its micro business to meet daily needs to sell to tourists. It
is hoped that this village can be used as a Role Model for micro-business
development. This research also aims to continue the research results from
METHOD
This research
uses qualitative, descriptive-analytical research; the data obtained is in the
form of observation results, interview results, and field notes that have been
collected. Researchers interviewed several informants who were deemed
appropriate and relevant to be able to provide the data needed. In this study,
there were two types of informants: key informants and supporting informants.
The key informant in this study was Riri, the manager of Lembur Sawah Village,
and the supporting informant was wati. Based on the
data source, data collection can use both primary sources and secondary
sources. Primary data collection techniques in this study were carried out
through in-depth interviews and observations. Meanwhile, secondary data of this
study were obtained through literature studies and documentation. The
data collection process according to Milles and Huberman (Ilyas,
2016) the data analysis stage begins
with collecting data from various sources and then reducing the data and then
after processing and reducing it, the availability of data presentation from a
set of information that has been arranged to allow drawing a conclusion and
taking action and finally is data withdrawal or verification, which is a
process of conclusions drawn to seek, test, and double-check to conclude
clearly.
RESULTS AND DISCUSSION
1. Identification of Lembur
Sawah
Lembur Sawah is located in the village of Mulyaharja in
the South Bogor district of Bogor, Mulyaharja is a village that is still
dominated by Lembur Sawah and green land; of course, this will pamper the
residents of the capital Jakarta to enjoy the tranquility and is quite close to
Jakarta, Mulyaharja's flagship tourism is impressed by the beauty of nature and
the expanse of Lembur Sawah set against the
backdrop of Mount Salak.
People in Mulyaharja have a livelihood with the majority
of the slippers industry; besides that, for the tourism sector, Mulyaharja has
a wealth of culture, history, and education; in the Mulyaharja area, there is
Lembur Sawah which has a famous Micro Business namely Saung Eling by providing
Sundanese specialties served with a beautiful panorama, Here guests can
interact directly with residents to experience the life of the villagers by
following several choices of Trip Packages.
Currently, Mulyaharja Village has formed a Tourism
Mobilization Community that gathers people with the awareness and willingness
to process and develop Mulyaharja into a tourist village; the tourism driving
group is called "KOMPEPAR MULYAHARJA" which is a community group that
cares about the progress of the region through tourism.
There are also several factors that Mulyaharja has two
tourist destinations with, Mulyaharja itself and (Overtime Sawah), so this
study author focuses on (Overtime Sawah)
2. Internal Elements to develop Micro Business in Lembur
Sawah
����� Internal elements are very important in
developing micro businesses, especially tourist villages. With internal
well-being in the village, micro-businesses will also develop
(Puriati & Darma, 2021). There are also elements of promotional strategies to
develop micro-businesses in the village, including a promotion mix, promotional
objectives, promotional budgets, target visitors, promotional media used,
sources of messages and feedback (Setiawan, 2014).
In the implementation in the field, the Management of Lembur
Sawah does not have an adequate promotional program. The promotion mix element
it uses is to participate in exhibitions, hold events to attract visitors to
the village and promote on social media and word of mouth. The purpose of tourists visiting Lembur Sawah is to feel
the beauty of nature after tired of working in Jakarta; in addition to enjoying
several tour packages available, studying with residents to process slippers
and learning to make tape as their main livelihood, besides that visitors also
want to feel the culinary sensation in Saung Eling.
Meanwhile, based on the results of an interview with the
head of the Lembur Sawah management organization, the author can conclude that
there are several problems in developing this micro-business due to promotional media that has not
been managed perfectly.
In
developing microeconomics-based businesses, it is necessary to provide some
training for the community by looking at the situation and livelihood in the
village, then the importance of increasing promotional activities. In
promotional activities have involved elements of communication involving the
management organization group in Lembur Sawah (Istiatin
& Marwati, 2021).
Figure 2. Organizational
Structure
With
the existing organizational structure, promotional activities involve elements
of communication, with the existence of a structure; this organizational
structure acts as a communicant and ultimately gets a response to promotional
messages with icons located in the village, such as art and culture (Rahmadani,
2021), while visitor data for the last
two years are:
Figure 3. Total Visitors 2021 and 2022
With
the data above, it is stated that the visitor data in 2021 was 7,111, very
inversely proportional to the total number of visitors in 2022, with 3,954
visitors. For the future process, the Organizational Structure of Lembur Sawah
Tourism Village has a table that explains the Strategy Resume for the next few
years to develop micro-businesses in the Lembur Sawah village while the Resume
Strategy is:
Figure 4. Strategy Resume
The
importance of a resume strategy in developing a business is to neatly arrange
future planning to carry out promotions. According to (Budianto,
2015), promotion is one of the ways
companies communicate to consumers the goal and the aim of introducing products
so that consumers are willing to buy them.
�������� Lembur
sawah
has two types of businesses: slipper artisans and traditional cake makers. Of
course, the purpose is to be marketed to tourists who visit as souvenirs to be
used as a memento, as for the population data obtained by the author, namely:
Table
1. The Population Data
Name |
Type of Business |
Mr Ija |
Slipper Craft |
Mr Panji |
|
Mr. Egi |
|
Mr. Juli |
|
Mr. Nedih |
|
Mr. Aat |
|
Mr. Ojak |
|
Mr. Nedih Budiyansah |
|
Mr. Budi |
|
Mr. Marga |
|
Mr. Yantna |
|
Mr. Judin |
|
Mr. Nanang |
|
Mr. Subarna |
|
Mr. Oman |
|
Mr. Suparni |
|
Mr. Otim |
|
Mr. Endang |
|
Mr. Cucun |
|
Mr. Ajo |
|
Mr. H. Asep |
|
Mr. Aep |
|
Mrs. Ratna |
Traditional Cake Maker |
Mrs.Nia |
|
Mr. Atma |
|
Mr. Aay |
|
Mr. Nyai |
|
Mrs. Iim |
|
Mrs. Darsih |
|
Mrs. Lena |
|
Mrs. Otih |
|
Mrs. Amah |
|
Mrs. Ogoy |
|
Mrs. Enyin |
In
the development of micro-businesses in Lembur Sawah. This tourism village
organization has not been optimal in promoting its village and the work of its
community micro-businesses, as well as people who rely too much on tourism in
the village and do not try to market their products outside. It will become
very dependent on tourists who visit Lembur Sawah.
CONCLUSION
Based on the description that the author
has previously conveyed, the arrangement of the tourist village in Overtime
Sawah is still very much developing to increase visits so that increased visits
will help community-owned micro businesses; even so, they still try to hold
training, take part in exhibitions, and organize events to attract visitors to
be able to visit. The Overtime Sawah tourist village has several objectives,
namely promoting its nature, existing attractions, and culture, and of course
to improve the economy in the village. The goals of tourists visiting the
village of Overtime Sawah also vary, from enjoying the beauty of nature,
experiencing some of the packages available to studying with residents. If
identified, most visitors come from Jakarta because of its proximity to Bogor. In
spreading the promotion, Overtime Sawah has used social media such as
Instagram, YouTube and TikTok. Apart from that, the Overtime Sawh manager also
always attends exhibitions outside the area to introduce his village. Further
research will be more interesting if it discusses in more depth aspects of
several events held at Overtime Sawah to introduce the village to the wider
community.
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