Post -Tourism in Booming Indonesian Rural Tourism Industry. A Social Representation Theory Approach
Abstract
Although it is still debatable, rural tourism is deemed to provide economic and social benefits without damaging natural resources and therefore, it is still an important sector for developing country. Indonesia will allocate IDR 72 trillion village fund in 2021 for rural development program in which rural tourism is the main sector after infrastructure, education, and health sectors. Using social representation theory approach, we analysed social representation of rural tourism among visitors and whether the representation was perceived as important or not by rural tourism managers. Survey of 700 tourists and 70 village tourism managers found that words of “tourism attraction”, “economic activities” and “curiosity” attracted attention of tourists, while rural tourism managers only considered “tourism attraction” as focus of the management strategies. There was a knowledge gap between visitors and tourism managers as tourists preferred to see "authenticity" while managers wanted to build an "artificial" attraction. In terms of management practices, the shift in social representation will largely determine their standard of hospitality; it is no longer based on the comfort of the "standard" as we understand, but instead the fulfilment of the social representation of the visitors. This finding has verified the hypothesis of post-tourism theory, which believes that visitors have more attention to get “experience” in their journey rather than to follow traditional view of “attraction”. At the practical level, rural tourism managers can consider the findings to develop their service management to be more in accordance with visitor’s representation rather than their common-sense.
References
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[44] Rhama, B. 2020. The Human Resource Policy of Tourism in Indonesia. Opción, 36(26): 3142-62.
[45] Rodrigues, H., Ballester, J., Saenz-Navajas, M.P. and Valentin, D. 2015. Structural approach of social representation: Application to the concept of wine minerality in experts and consumers. Food Quality and Preference, 46: 166-72.
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[57] Wilkinson, P.F. and Pratiwi, W. 1995. Gender and tourism in an Indonesian village. Annals of tourism research, 22(2): 283-99.
[58] Yang, X., Hung, K., Huang, W.J. and Tseng, Y.P. 2019. Tourism representation by DMOs at religious sites: A case of Shaolin Temple, China. Tourism Management, 75: 569-81.
[59] Yuksel, F., Bramwell, B. and Yuksel, A. 1999. Stakeholder interviews and tourism planning at Pamukkale, Turkey. Tourism management, 20(3): 351-60.
[2] Ahmad, F., Draz, M.U., Su, L. and Rauf, A. 2019. Taking the bad with the good: The nexus between tourism and environmental degradation in the lower middle-income Southeast Asian economies. Journal of Cleaner Production, 233: 1240 – 9.
[3] Al Bassam, M.F. 2018. Analisis Penyerapan Tenaga Kerja Sektor Pariwisata Di Provinsi Jawa Timur Tahun 2010-2016: Universitas Brawijaya (in Indonesian)
[4] Aly, M.N., et al. 2019. Public policy and rural tourism development in East Java Province, Indonesia. African Journal of Hospitality, Tourism and Leisure, 1-8.
[5] Barreiro, A. and Castorina, J.A. 2017. Dialectical inferences in the ontogenesis of social representations. Theory & Psychology, 27(1): 34-49.
[6] Batel, S. and Devine-Wright, P. 2015. Towards a better understanding of people’s responses to renewable energy technologies: Insights from Social Representations Theory. Public Understanding of Science, 24(3): 311-25.
[7] Becerril, J. and Abdulai, A. 2010. The impact of improved maize varieties on poverty in Mexico: a propensity score-matching approach. World development, 38(7): 1024-35.
[8] Borghi, A.M., et al. 2019. Words as social tools: Language, sociality and inner grounding in abstract concepts. Physics of life reviews, 29: 120-53.
[9] Cohen, E. and Cohen, SA. 2012. Authentication: Hot and cool. Annals of Tourism Research, 39(3): 1295-314.
[10] Dany, L., Urdapilleta, I. and Monaco, G.L. 2015. Free associations and social representations: some reflections on rank-frequency and importance-frequency methods. Quality & Quantity, 49(2): 489-507.
[11] Dickinson, J.E., Robbins, D. and Fletcher, J. 2009. Representation of transport: A rural destination analysis. Annals of Tourism Research, 36(1):103-23.
[12] Dogru, T. and Bulut, U. 2018. Is tourism an engine for economic recovery? Theory and empirical evidence. Tourism Management, 67: 425-34.
[13] Eusébio, C, et al. 2017. Who is consuming the countryside? An activity-based segmentation analysis of the domestic rural tourism market in Portugal. Journal of hospitality and tourism management, 31: 197-210.
[14] Fagenc, M. 1998. Rural and village tourism in developing countries. Third World Planning Review, 20(1):107
[15] Fons, S. et al. 2011. Rural tourism: A sustainable alternative. Applied Energy, 88(2): 551-557.
[16] Hair Jr, J.F., Sarstedt, M., Hopkins, L. and Kuppelwieser, V.G. 2014. Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European business review.
[17] Howarth, C. 2006. A social representation is not a quiet thing: Exploring the critical potential of social representations theory. British journal of social psychology, 45(1): 65-86.
[18] Hunter, W.C. 2016. The social construction of tourism online destination image: A comparative semiotic analysis of the visual representation of Seoul. Tourism management, 54: 221-9.
[19] Jansson, A. 2018. Rethinking post-tourism in the age of social media. Annals of Tourism Research, 69.
[20] Joffe, H. 2003. Risk: From perception to social representation. British journal of social psychology, 42(1).
[21] Johnson, PA. 2010. Realizing rural community-based tourism development: Prospects for social economy enterprises. Journal of Rural and Community Development, 5(1).
[22] Johnson, R.A. and Wichern, D.W. 2002. Applied multivariate statistical analysis. Prentice hall Upper Saddle River, NJ.
[23] Krishna, A. and Strack, F. 2017. Reflection and impulse as determinants of human behavior. Knowledge and action: Springer, Cham; 145-67
[24] Lai, P-H, Hsu, Y-C. and Wearing, S. 2016. A social representation approach to facilitating adaptive co-management in mountain destinations managed for conservation and recreation. Journal of Sustainable Tourism, 24(2): 227-44.
[25] Lee, J.W. and, Syah, A.M. 2018. Economic and environmental impacts of mass tourism on regional tourism destinations in Indonesia. Journal of Asian Finance, Economics and Business, 5(3): 31-41.
[26] Lemée, C, et al. 2019. What meaning do individuals give to coastal risks? Contribution of the social representation theory. Marine Policy, 108: 103629.
[27] Li, K.X., Jin, M. and Shi, W. 2018. Tourism as an important impetus to promoting economic growth: A critical review. Tourism Management Perspectives, 26: 135-42.
[28] Madani, F, Gohary, A. and Chan, EY. 2020. Motivations behind visiting unplanned tourist attractions: an Iranian context. Current Issues in Tourism, 23(8): 947-51.
[29] Meliou, E. and Maroudas, L. 2010. Understanding tourism development: A representational approach. Tourismos, 5(2): 115-27.
[30] Monterrubio, C. 2019. Hosts and guests’ social representations of nudism: A mutual gaze approach. Annals of Tourism Research, 75:18-28.
[31] Moscardo, G. 2011. Exploring social representations of tourism planning: Issues for governance. Journal of Sustainable Tourism, 9(4-5): 423-36.
[32] Moscovici, S. 1982. The coming era of representations. Cognitive analysis of social behavior: Springer; p. 115-50
[33] Nicolae, P. 2017. Tourism Multiplicator Effect for the National Economy of the Country. “Ovidius” University Annals, Economic Sciences Series, 17(2): 306-12.
[34] Osti, L. and Cicero, L. 2018. Tourists’ perception of landscape attributes in rural tourism. Worldwide Hospitality and Tourism Themes.
[35] Pan S-Y, et al. 2018. Advances and challenges in sustainable tourism toward a green economy. Science of the Total Environment, 635: 452-69.
[36] Paresishvili, O., Kvaratskhelia, L. and Mirzaeva, V. 2017. Rural tourism as a promising trend of small business in Georgia: Topicality, capabilities, peculiarities. Annals of Agrarian Science, 15(3): 344-8.
[37] Paulauskaite, D., Powell, R., Coca‐Stefaniak, J.A. and Morrison, A.M. 2017. Living like a local: Authentic tourism experiences and the sharing economy. International Journal of Tourism Research, 19(6): 619-28.
[38] Pozzebon, M, Cunha, M.A. and Coelho, T.R. 2016. Making sense to decreasing citizen eParticipation through a social representation lens. Information and Organization, 26(3): 84-99.
[39] Purnomo, M. 2018. Penurunan Tingkat Hunian Homestay di Kawasan Wisata Desa Penyangga Taman Nasional Bromo Tengger Semeru dan Penerimaan Masyarakat Terhadap Kegiatan Pemasaran Bersama: Pendekatan Sosial Praktek Teori. HABITAT, 29(1): 11-24.
[40] Purwomarwanto, YL. and Ramachandran, J. 2015. Performance of tourism sector with regard to the global crisis-a comparative study between Indonesia, Malaysia and Singapore. The Journal of Developing Area, 325-39.
[41] Putri, F.A. and Adinia, N.C. 2018. The Role of Communication in Sustainable Development Tourism: A Case Study on Community-based Tourism (Pokdarwis) in Nglanggeran Village. Jurnal Komunikasi Indonesia, 7(2).
[42] Randelli, F. and Martellozzo, F. 2019. Is rural tourism-induced built-up growth a threat for the sustainability of rural areas? The case study of Tuscany. Land Use Policy, 86: 387-98.
[43] Rateau, P., Moliner, P., Guimelli, C. and Abric, J.C. 2011. Social representation theory. Handbook of theories of social psychology, 2: 477-97.
[44] Rhama, B. 2020. The Human Resource Policy of Tourism in Indonesia. Opción, 36(26): 3142-62.
[45] Rodrigues, H., Ballester, J., Saenz-Navajas, M.P. and Valentin, D. 2015. Structural approach of social representation: Application to the concept of wine minerality in experts and consumers. Food Quality and Preference, 46: 166-72.
[46] Rodrigues, H. et al. 2017. Eating flowers? Exploring attitudes and consumers' representation of edible flowers. Food Research International, 100: 227-34.
[47] Salem, N. and Hussein, S. 2019. Data dimensional reduction and principal components analysis. Procedia Computer Science, 163: 292-9.
[48] Salvatore, R, Chiodo, E. and Fantini, A. 2018. Tourism transition in peripheral rural areas: Theories, issues and strategies. Annals of Tourism Research, 68: 41-51.
[49] Sasu, K.A. and Epuran, G. 2016. An overview of the new trends in rural tourism. Bulletin of the Transilvania University of Brasov Economic Sciences Series V, 9(2): 119.
[50] Shin, H-J., Kim, H.N. and Son, J-Y. 2017. Measuring the economic impact of rural tourism membership on local economy: A Korean case study. Sustainability, 9(4): 639,
[51] Situmorang, R., Trilaksono, T. and Japutra, A. 2019. Friend or Foe? The complex relationship between indigenous people and policymakers regarding rural tourism in Indonesia. Journal of Hospitality and Tourism Management, 39: 20-9.
[52] Sokhanvar, A., Çiftçioğlu, S. and Javid, E. 2018. Another look at tourism-economic development nexus. Tourism management perspectives, 26: 97-106.
[53] Soulard, J., McGehee, N.G. and Stern, M. 2019. Transformative tourism organizations and glocalization. Annals of Tourism Research, 76: 91-104.
[54] Valentim, J.P. and Heleno, A.M. 2018. Luso-tropicalism as a social representation in Portuguese society: Variations and anchoring. International Journal of Intercultural Relations, 62: 34-42.
[55] Wang, S., Hung, K. and Huang, W-J. 2019. Motivations for entrepreneurship in the tourism and hospitality sector: A social cognitive theory perspective. International Journal of Hospitality Management, 78: 78-88.
[56] Wang, S., Kirillova, K. and Lehto, X. 2017. Travelers’ food experience sharing on social network sites. Journal of Travel & Tourism Marketing, 34(5): 680-93.
[57] Wilkinson, P.F. and Pratiwi, W. 1995. Gender and tourism in an Indonesian village. Annals of tourism research, 22(2): 283-99.
[58] Yang, X., Hung, K., Huang, W.J. and Tseng, Y.P. 2019. Tourism representation by DMOs at religious sites: A case of Shaolin Temple, China. Tourism Management, 75: 569-81.
[59] Yuksel, F., Bramwell, B. and Yuksel, A. 1999. Stakeholder interviews and tourism planning at Pamukkale, Turkey. Tourism management, 20(3): 351-60.
Published
2021-02-22
How to Cite
NUGROHO, Tri Wahyu et al.
Post -Tourism in Booming Indonesian Rural Tourism Industry. A Social Representation Theory Approach.
Journal of Environmental Management and Tourism, [S.l.], v. 12, n. 1, p. 288-301, feb. 2021.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/5904>. Date accessed: 25 apr. 2024.
doi: https://doi.org/10.14505//jemt.v12.1(49).25.
Section
Article
Copyright© 2023 The Author(s). Published by ASERS Publishing 2023. This is an open access article distributed under the terms of CC-BY 4.0 license.