Rural tourism entrepreneurship success factors for sustainable tourism village: Evidence from Indonesia

Figures & data

Table 1. Sixteen certified sustainable tourism village in Indonesia

No	Tourism Villages	Districts	Province
1	Pentingsari	Sleman	D.I. Yogyakarta
2	Nglanggeran	Gunungkidul	D.I. Yogyakarta
3	Jatimulyo	Kulonprogo	D.I. Yogyakarta
4	Candirejo	Magelang	Central Java
5	Karangrejo	Magelang	Central Java
6	Kandri	Semarang	Central Java
7	Lerep	Semarang	Central Java
8	Panglipuran	Bangli	Bali
9	Pamuteran	Buleleng	Bali
10	Pujon Kidul	Malang	East Java
11	Osing Kemiren	Banyuwangi	East Java
12	Liang Ndara	Manggarai Barat	West Nusa Tenggara
13	Bilibante	Lombok Tengah	West Nusa Tenggara
14	Kembang Kuning	Lombok Timur	West Nusa Tenggara
15	Sesaot	Lombok Barat	West Nusa Tenggara
16	Batu Layang	Bogor	West Java

Table 2. Criteria for certified sustainable tourism village

No	Criteria	Sub Criteria
1	Sustainable Management.	Management structure & framework. Stakeholder engagement.
2	Economy.	Local economic benefits Welfare.
3	Cultural preservation	Protecting cultural heritage
4	Environmental conservation.	Resource management Natural conservation.

Source: (Menparekraf. Pedoman destinasi pariwisata berkelanjutan, Pub. L. No. Permenparekraf No 9 Tahun 2021, 2021)

Table 3. Six tourism villages as case study

No	Tourism Villages	Districts	Province
1	Nglanggeran	Gunung Kidul	D.I. Yogyakarta
2	Candirejo	Magelang	Central Java
3	Panglipuran	Bangli	Bali
4	Pujon Kidul	Malang	East Java
5	Sesaot	Lombok Barat	West Nusa Tenggara
6	Batu Layang	Bogor	West Java

Table 4. Participant Profile

No	Code	Position	Tourism Village	Province	Age	Gender	Education
1	SHT	Village-owned enterprise Manager	Nglanggeran	D. I. Yogyakarta	33	M	Undergraduate
2	TTK	Tourism Village Manager	Candirejo	Central Java	53	M	Undergraduate
3	INM	Tourism Village Manager	Panglipuran	Bali	70	M	Undergraduate
4	IKS	Tourism Village Manager	Pujon Kidul	East Java	33	M	High school graduate
5	AZN	Tourism Community	Sesaot	West Nusa Tenggara	46	M	Undergraduate
6	ADR	Tourism Village Manager	Batulayang	West Java	35	M	High school graduate

Table 5. The Profile of Six Tourism Villages

	Panglipuran	Pujon Kidul	Nglanggeran	Candirejo	Sesaot	Batulayang
Province	Bali	East Java	Yogyakarta	Central Java	West Nusa Tenggara	West Java
Area	112 ha	330 ha	762 ha	366 ha	1.308 ha	225 ha
Population	1008	4121	2664	4321	6139	10.817
Income (Rp)	3.7 billion	1.4 billion	3.2 billion	2.2 billion	1 billion	1.7 billion
Achievement	Kalpataru, Indonesia Sustainable Tourism Award, The cleanest village in the world.	Sustainable Tourism Village Award, ISTA, ADWI, Best Agro Tourism Village, Creative Tourism Village.	CBT ASEAN 2017, ASTA 2018, Sustainable Tourism Village 2020	Proklim 2018 and 2019, Sustainable Tourism Village 2020.	Anugrah Desa Wisata 2021, Sustainable Tourism Village 2020.	Sustainable Tourism Village 2020.
Product/ Services	Cultural Tourism, Trading, Culinary, Art & Craft.	Agrotourism, Creative Tourism, Edu-tourism, Trading, Culinary, Art & Craft.	Geotourism, Ekotourism, Agrotourism, Trading, Culinary, Art & Craft.	Natural Tourism, Trading, Culinary, Art & Craft.	Natural Tourism, Creative Tourism, Culinary, Art & Craft.	Edu-tourism, Eco Tourism, Culinary, Art & Craft.

Table 6. The success factors of rural tourism entrepreneurship

Participant	Statement	Main Category	Principal Coding	Selective Coding
IKS, ADR	“local people who contribute in tourism entrepreneurship activities has no worry about the price given to tourist as the tourism village management handle it”	Income Management	Economic	Rural Tourism Entrepreneurship Success Factors for Sustainable Tourism Village
SHT	”people who visit tourism village feel convenience as the price being standardize”
TTK	“Previously, most of livelihood is farming, after this tourism village develops, they can get additional income from tourism”.
INM	… … every tourism activity in the village set aside money for unexpected things
IKS	“local people as an entrepreneur contribute to develop business unit by rented their house to the tourist”	Business Unit Development	Economic
SHT	“the development of business unit year by year can create income for local people in the village”
SHT, AZN, ADR,IKS	Tourism village develop business unit that make product creativity such as local handicraft or innovation in local food package … … …
ADR	“tourism village is not only proud because achieve the national competition, but also gain profit from tourist”	Economic Growth	Economic
SHT	“Every year, tourism village gain significant increase revenue and able to open other business units”.
IKS	“we can success to manage this village because we learn from the mistake and can fix it together”	Mutual Cooperation	Social
INM	”people in tourism village do mutual cooperation in order to optimize tourism potential resources”
IKS	“the potential of resources and mutual cooperation are the key important thing”
SHT	“the people in tourism village support each other to develop the village”
INM, AZN,SHT	local people in the villages give each other encouragement and strengthened internal cooperation by sitting together to discuss various matters such as identify village potential resources, analyze problem in the village, discuss to find solution, and make a commitment together.
SHT, AZN, ADR	the tourism villages promote its products through cooperation and collaboration with stakeholders
TTK	“tourism Village also collaborates with a number of universities to foster creativity and improve marketing strategies”	Collaboration	Social
INM	”the key success factors of program in tourism village is the potential of human resources and collaboration”
INM	“Penglipuran tourism village collaborates with private sectors such as BRI, BCA, Mandiri, etc. & get funds for the purpose of assisting communities in expanding their businesses and environment”
SHT	“tourism village works with a number of universities to identify the potential of the village and foster innovation”
ADR, IKS	… … try to increase collaboration with local governments, universities, communities and third parties.
SHT, AZN, ADR	Promote tourism village products through cooperation and collaboration with stakeholders.
TTK	”people do innovation to develop tourism product or services”	Innovation	Social
SHT	“tourism village also works with a number of universities to foster innovation”
SHT, INM,AZN	… … .creating product and service innovations that will be implemented in villages
SHT, AZN, ADR,IKS	Tourism village develop business unit that make product creativity such as local handicraft or innovation in local food package … … …
AZN	“local people creativity developed to create handicraft for tourist”	Creativity	Social
ADR	“handicraft such as key chain and wicker craft made by local people can be sold in kiosk”
SHT, AZN, ADR,IKS	Tourism village develop business unit that make product creativity such as local handicraft or innovation in local food package … … …
ADR	“people try to not littering”	Environmental Awareness	Environment
AZN	“in order to make tourist comfortable, people do mutual cooperation to make environment clean”
INM	the village actually had the opportunity to return to repair and maintain its environment, such as working together to clean up trash
TTK,ADR	Local people have the opportunity to hold discussions to strengthen environmental awareness.
IKS	“potential tourism resources in the village could be explore wisely as well as improve quality of life in rural area”	Resource Management	Environment
INM	“people awareness to keep the resources sustain is important”
ADR,AZN	“the expected positive impact from rural tourism entrepreneurship is to provide sustainable tourism village”
AZN,IKS	they can discuss how to manage resources wisely
INM, SHT, TTK	“management try to make visitor arrangement”	Visitor Management	Environment
INM,SHT	“tourist who will visit the village expected to do booking before it”

Figure 1. The model of rural tourism entrepreneurship for sustainable tourism village.

Menparekraf. Pedoman destinasi pariwisata berkelanjutan, Pub. L. No. Permenparekraf No 9 Tahun 2021. (2021). Indonesia. www.jdih.kemenparekraf.go.id

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