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The tourism sector is believed to be a lifeline for rural economies if managed professionally. The presence of tourism in villages can instill pride and boost villagers’ confidence.
They naturally feel they can progress more than others. From a tourism perspective, the existence of tourism villages is expected to become an alternative product that strengthens co-creation to make tourists stay longer.
Dr. Destha Titi Raharjana, a researcher and community tourism activist at the UGM Center for Tourism Studies (Puspar UGM), conveyed this during a webinar on Building Superior, Resilient, and Sustainable Tourism Villages.
The webinar was organized by the Labuan Bajo-Flores Authority Executive Board in Labuan Bajo on Tuesday (May 14).
“Why is the development of tourism villages attractive? Because tourist villages offer something different from other attractions. However, it is important to remember that tourism village businesses need commitment, leadership, and transparency. This requires good governance so the business can be sustainable and competitive,” said Dr. Raharjana.
He mentioned several critical factors that tourism villages need to pay attention to. These include artificial products, minimal storytelling, vulnerability to duplication, and often encountered lack of packages and minimal innovation being implemented.
“Until now, villages seem only to capture, resulting in no added value for tourists. Many managers only sell tickets, not packages. This condition occurs perhaps due to limited collaboration, hence the need for strong local leadership,” Dr. Raharjana said.
Therefore, to make tourism villages more competitive, a strong DNA is needed to have a unique selling proposition. There is also a need for tourist engagement and strengthening (co-creation) in tourism package offerings, and at the very least, providing supporting amenities with cleanliness and health standards.
“Hence, it is essential to prepare competent, innovative, and skilled human resources in technology and to nurture and develop local champions at the village level who can collaborate with external and internal parties,” he explained.
According to Dr. Raharjana, a local champion driving tourism villages is an individual appointed through village deliberations as a representative of the village group who has leadership qualities, understands village issues, and can communicate effectively with all layers of the community in their village.
These village catalysts are expected to be motivated and willing to dedicate their time and effort to accompany the village community in developing their village into a tourism village.
Author: Agung Nugroho