Working Rural Eco Tourism Planning in Yogyakarta Using MSP+DM Analysis

E-Journal of Tourism Vol.5. No.1. (2018): 22-29

Working Rural Eco Tourism Planning in Yogyakarta Using MSP+DM Analysis

Setiawan Priatmoko

STIE Pariwisata API Yogyakarta

Corresponding Author : [email protected]

ARTICLE INFO   ABSTRACT

Received 15 December 2017 Accepted 13 March 2018 Available online 30 March 2018

Ecotourism planning requires a systematic simple tool. This is because generally the actors of ecotourism in the region of Yogyakarta is a rural community activist which need a simple tools. Ecotourism activities are often associated with village tourism activities managed by the local community as community based tourism (CBT). Using MSP + DM analysis helps facilitate the planning and development of ecotourism for all stakeholders.

Keywords: ecotourism, planning, rural, CBT, MSP+DM

Introduction

Background

Ecotourism has become an important part in rural tourism activities in Yogyakarta. Most of the tourist villages make activities in the natural landscape as part of the attraction. Euphoria occurs in the community in response to the massive of tourism activities and the potential of nature that is considered to be developed as a tourist destination. Encouraging the massive use of eco-tourism issues become important. The countryside in the special region of Yogyakarta generally has a unique natural condition. Starting from the mountains, hills, plains, and coastal areas. In general, these different natural conditions become part of comparative advantage when compared to other areas and also for prospective visitors from other regions. Utilization of nature for this tourism aspects still largely managed and initiated by the local community. Starting from the determination, design, and operational activities of eco tourism usualy done by the community and sometimes by local government. The role of government is to facilitate infrastructure and also to withdraw retribution or other schemes.

Rural in the suburbs of Yogyakarta often combine cultural activities and activities in the wild as attractions to attract tourists. The emergence of social media often feature landscapes or activities in the open space activities encourages community groups in villages to explore the potential of nature in the region to be sold as a tourist destination. Tourism stakeholder initiatives in developing tourist spots generally use trial and error systems, follow other areas that are considered successful, or use SWOT analysis. SWOT analysis result generate different management strategies among village stakeholders. The diferent of scientific background level and understanding about the uniqueness of tourism businesses among stakeholders also influences how the strategy of managing the eco-tourism assets. In such cases will be found some villages that are considered successful in selling eco-tourism activities but elsewhere there are areas that are considered failed to bring visitors. Not only the number of tourist visits is sometimes become a question for the stakeholders. The issue of sustainability has also been an issue that poses challenges to ecotourism activities initiated by the community. In addition, the local community's participation in ecotourism business activities in his village is also raising question for some

other residents. Profit sharing and transparency are still a big issues that few villagers dare to ask or even to know how to measure an activity that is considered participatory for all villagers. Another thing that is important in Yogyakarta is the low awareness of citizens and stakeholders that eco tourism business should also pay attention to disaster mitigation. In general the villagers life style has not considered disaster mitigation as one of the important variables of an ecotourism activity. The conditions of such problems require a solution in the form of a relatively easy to use, comprehensive, and consistent tool to design of an eco-tourism area. One such analytical tool is the analysis of MSP+DM, which measures the aspects of Marketing (Marketibility), Sustainability, Participatory, and Disaster Mitigation Management.

Research Objectives

Based on the explanation of the problems above, this paper will discuss about the MSP+DM analysis as an analysis tool to determine, designing processes, and setting goals of ecotourism business inYogyakarta. This study focuses on eco-tourism activities conducted by rural communities as community-based tourism (CBT). Ecotourism activities are viewed as a community-based tourism activity. Different conditions of understanding on society about ecotourism business require a simple guide to the direction of planning and development. This should be really useful and well targeted. The MSP + DM analysis will be tested whether it is truly appropriate as one of the tools to develop an ecotourism area. Objectives of the research are:

• a.    to review the variables of ecotourism activities based on community through literature study

• b.    to learn the condition of eco tourism activities in Yogyakarta

• c.    to examines the variables of ecotourism activity on the MSP + DM analysis tool

Literature Review

Geographically, the Special Province of Yogyakarta has a land area of 318.58 hectares and 2169.6 km2 ocean (12 miles ocean) (BAPPEDA, 2009). These areas of

land use is in the form of various forms. Various forms and utilization of this land that will be one factor to be used as ecotourism. The great number of land in Yogyakarta is forest area followed by rice field and settlement. Utilization of forests and rice fields for ecotourism activities in Yogyakarta is generally done by rural community groups. Such community groups are commonly affiliated in tourism village entities. Ecotourism is responsible travel to natural areas that conserves the environment and sustains the well being of local people (Wood, 2002). The UNWTO's definition, ecotourism refers to forms of tourism which have the following characteristics, such as (i) All nature-based forms of tourism, observation and appreciation is the main motivation, (ii) The tourism activities contains educational and interpretation features. It is generally, but not exclusively organised by specialised tour operators for small groups, (iii) The bussiness organizations tend to be small and owned by local people, (iv) Tend to minimizes negative impacts upon the natural and socio-cultural environment, and (v) It supports ecotourism attractions natural areas by: Generating economic benefits for local communities, organisations and stakeholders managing natural areas with conservation purposes; Providing alternative employment and income ads for local communities; Increasing awareness towards the conservation of natural and cultural assets, both among locals people and visitors.

The consequences of natural-based utilization and responsible utilization require serious attention prior to development as a tourist area. Ecotourism usually using protected areas that strives to be low impact and (often) small scale (Sayyed, 2013). But in its development process, ecotourism, nature, heritage, cultural, and soft adventure (e.g.: fish catching, bird watching, and milking) tourism are taking the lead and are predicted to grow rapidly over the next two decades. It is estimated that global spending on ecotourism is increasing about six times the industry-wide rate of growth (UNEP, 2011). For the protection of natural assets and side effects and the utilization of eco-tourism activities need to be carefully taken into account. As an activity that has a business purpose, ecotourism is related to marketing activities.

The marketing aspects involved in ecotourism activities by Priatmoko (Ayub et al., 2013) are: (i) Determination of the tourism market. (ii) Products that uniqueness and originality typical of the local area which is regarded as a tourist attraction, (iii) Price is an obtained agreement on the profit margin, and its distribution among tourism businesses, (iv) Distribution is the stability of the availability of various tourism products and can be accesed by consumers/travelers, and (v) Promotion in term of communication dissemination of information on the local tourism product range.

Ecotourism is a special interest activity tourism. Every area will have special uniqueness and originality, the prices are also setting up differently with another mass tourism bussines. The role of marketing strategy is needed for various purposes i.e. gaining competitive advantage, counteracting markets’ insurgencies, and identifying market potentials (Ayub et al., 2013). Strategy of marketing also need differentiated approach: Provides marketing mix in a different way than competitive destinations Oreski (2012). This will be definetely including kind of product, price, place, promotion, people/ market. Marketing efforts can be focused by developing the most effective message for the segment targeted. In Yogyakarta ecoturism activities the example is bird watching for animal lover or fish catching for river activities lover. Furthermore communicating the message through the most effective communication channel for the segment is also important (Dolnicar, 2008), i.e., using Instagram or other social media platform for student visitors). There is no doubt that communication through social media will affect visits to destinations (Priatmoko, 2017b).

Analysis MSP + DM requires sustainability variables to be assessed. The aspects of sustainibilty include the concern of (i) carrying capacity of tourism products, (ii) waste treatment , (iii) preservation of the environment, (iv) the continuity of tourist visit, and (v) business development actors and local related groups (Priatmoko, 2017a). Ecotourism is a sub-component of the field of sustainable tourism. Sustainable meanings are also not limited to the sustainability of

nature but also include in the face of changing economic, social and cultural patterns and widespread rural restructuring (Dashper, 2015). Sustainable issue in tourism not only the expectations of tourists regarding responsible natural- resource management (demand), but also the needs of communities that support or are affected by tourism projects (in this case is ecourism project) and the environment (supply) (UNEP, 2011). From the sustainable concept it shows that the sustainability of the continuity of visit and business development must be considered. In the development of ecotourism area the role of local community participation is became important. Promoting sustainable value chains within local communities need to be done. The need is to ensure a consistent quality and creativity, fostering local training and educational opportunities in creative and cultural industries; and encouraging public and private investment to sustain local creative industries among local people (UNWTO, 2016).

Participatory variabel also be assessed in MSP+DM analysis. Participatory values in MSP+DM regard to the following matters, (i) Main role by local communities , (ii) Responsible for local accountability, (iii) Focus in Local variety. Sustainable tourism development, in particular of local communities, need to be ensured to the wide participation (UNWTO, 2011). One of most definitions of ecotourism need to meets meaningful for community participation (Dorobantu and Nistoreanu, 2012). Public participation in tourism activity like ecotourism can take many forms, including organizing tourism advisory committees or boards (Spencer, 2010).

Generaly ecotourism management in Yogyakarta is conduct by villagers. Usualy their understanding of disaster mitigation is still not similar and standard. Safety still needs to be reinforced among the managers and stakeholders. UNWTO also promote and ensure the need global awareness to future hazards of any kind to improve regional and global efforts (UNWTO, 2011). Disaster consists of two kinds: natural disaster and nonnatural disaster. Natural disaster is is an event or series of events that threaten and disrupt the lives and livelihoods caused by natural factors

(e.g.: earthquake, tsunami, volcanic eruption) that can lead to result in loss of material and life (BPS, 2017). For Yogyakarta community the understanding on disaster characteristic is a warranty of safety investment in the future (Susmayadi et al., 2014). During 2015-2016 Yogyakarta had 12 life fatality, 11 injury, and 1 person missin. Using MSP+DM analysis disaster mitigation can be focused in: (i) natural disasters (e.g.: earth quake, volcano eruption, tsunami, storm), and (ii) non-natural disasters, especially for handling the risks that may arise for the products and or human error (Priatmoko, 2017a). A rational approach to aware lifting aspects of Disaster Mitigation can be key the development of a tourist area in the long term (Purbadi, 2016).

Methodology

MSP+DM approaches which is a measurement method based on the aspects of Marketing (Marketibility/M), Sustainability (S), Participatory (P), and Disaster Mitigation (DM) Management was used to analyse the data information in order to determine, design processes, and set the goals of ecotourism business inYogyakarta. This study focuses on ecotourism activities which are viewed as community-based tourism (CBT) activity conducted by rural communities. Different conditions of understanding on society about ecotourism business require a simple guide to the direction of planning and development. The MSP + DM analysis will be tested whether it is truly appropriate as one of the tools to develop an ecotourism area.

MSP + DM was undertaken based on setting and selecting the attractions that already exist and the potential attractions as contents that will be analyzed and revealed in the future quantitatively. Because ecotourism is a product that contains aspects of marketibility, sustainibility, participatory, and need emphasis in disaster mitigation using the parameters of MSP+DM analysis tools very compatible. The use of scores based on the presence level of the indicators will also facilitate easily for stakeholders to establish of the basis planning area. The rank of the Value Scale & Categories of a region's initial condition become embryo, pioneer, growing, and advance which will help stakeholders in

determining the steps of development as can be seen in Table 1.

Table 1. Values Scale & Categories

Scales                   Categories

• 1 .00 -1.99                Embryo

• 2 .00 -2.99                  Pioneer

3.00 -3.99

4.00 -5.00

Growing Advance

Source: Priatmoko, 2017a

Results and Discussion

Results of the MSP+DM analysis can be seen in Table 2 which show that stakeholders can determine more advance target using bigger points in MSP+DM. The criteria for improving the condition of the area exist in the content of evaluation parameters of MSP+DM.

Table 2. Content of evaluation parameters of MSP + DM Scale

1. MARKETIBILITY
PARA METE R	DET AIL	VALUES & INDICATORS
		1 point	2 points	3 poin ts	4 points	5 points
A. Produc t Packag ing	the pack agin g of good s or servi ces appe aranc e	If there is no agreem ent for the packag ing of various types of tourism product s	If using standar d for packag ing several types of tourism product s, but not for all its product s yet	If using prod uct stand ardiz ation , howe ver, for certa in types of busin ess only	If there are agreem ent and standar dizatio n of forms and all kinds packag ing of tourism product s	If there are agreem ent and standar dizatio n of forms and all types of tourism product s and themati c packag ing continu ity
B. Promot ion Model	kind of vario us medi a prom otion s	if not using a promot ional media	If using one type of promot ional media	If using more than one medi a camp aign	If using of various promot ional model for all busines sman has been	If using varietie s of media promot ions and take advant age of coordin ated

					coordin ated	commu nicatio ns networ k
C.	The	If not	If using	If	If	If using
tourism	com	using	one	using	using	various
inform	binat	the	kind of	a	various	forms
ation	ion	inform	inform	wide	forms	of
system	of	ation	ation	varie	system	inform
	infor mati on techn olog y and the activ ities of peop le who use the techn olog y to supp ort the activ ities of touri sm	system	system s by local tourism players	ty of infor mati on syste ms, but is drive n by outsi ders	travel inform ation and only driven by local tourism players	ation system s and driven indepe ndently by local tourism stakeho lders and outside stakeho lder
D.	prod	If the	If the	If	If the	If the
Distrib	ucts	product	product	the	product	product
ution	reach	reachin	reachin	prod	reachin	reachin
	ing	g &	g &	uct	g &	g &
	and	relation	relation	reach	relation	relation
	relati	ship is	ship	ing	ship	ship
	onshi	still	levels	&	levels	levels
	p	very local (one district and surroun ding areas only)	is betwee n district s	relati onshi p level s is other provi nces in the islan d	is nationa l	is internat ional level

2. SUSTAINABILITY
PARA METE R	DET AIL	VALUES & INDICATORS
		1 point	2 point s	3 point s	4 point s	5 point s
A.	The	If	If the	If the	If the	If the
Physic	exten	there	existi	existi	existi	existi
al	sive	is	ng	ng	ng	ng
develo	use of	still	arran	arrang	land	land
pment	open	no	geme	ement	use	use
Thresh	land	regul	nt of	s and	regula	regul
olds	for	ation	land	restric	tion is	ation
	physi	of	use	tions	obeye	is
	cal	land	not	on	d and	obeye
	devel opme nt	use	obeye d	physi cal devel opme nt began to be obeye d	trendi ly expan d open space rather than physi cal devel opme nt	d and willin gness revisi on for physi cal devel opme nt
B.	Num	If	If	If	If	If
number	ber of	there	there	there	there	existi
of	visito	is	is still	is	is	ng
visitors	rs to	still	no	existi	existi	threa
thresho	the	no	tread	ng	ng	d
ld	vario	path	path	thread	thread	path
	us	scena	scena	path	path	for a
	attrac	rio	rio	for a	for a	variet
	tions	and	for	variet	variet	y of
	of the	visito	the	y	y of	point
	carryi	rs	flow	point	point	of
	ng	only	of	of	of	attrac
	capac	unde	visito	intere	attract	tion
	ity	rstan	rs and	st but	ion	and
	accor	d a	the	there	and a	the
	ding	parti	amou	is no	mech	numb
	to the	cular	nt of	mech	anism	er of
	UNW	point	build	anism	for	visito
	TO	of	up	for	distrib	rs
	stand	attrac	only	distrib	uting	disper
	ard	tion	at certai n points	uting the numb er of visitor s	the numb er of visitor s	sed as the carryi ng capac ity of each object
C.	Suppl	If	If	If the	If the	If the
natural	y	there	there	existi	existi	existi
resourc	capab	is	is	ng	ng	ng
es	ility	still	alread	arrang	regula	regul
Thresh	and	no	y	ement	tion	ation
olds	durab	regul	regul	s and	on the	on
	ility	ation	ation	restric	use of	the
	of	on	on	tions	natura	use of
	natur	the	the	on	l	natur
	al	use	use of	natura	resour	al
	resou	of	local	l	ces	resou
	rces	local	natur	resour	tende	rces
	on	natur	al	ces	ncy to	obeye
	the	al	resou	began	renew	d and
	needs	resou	rces	to be	the	willin
	of touris ts in	rces	but have not	obeye d	carryi ng capaci	gness to contri

	vario us touris m object s		obeye d		ty resour ces	bute to the renew al functi on of resou rces
D.	React	If the	If the	If the	If	When
local	ion	majo	major	major	comm	the
commu	and	rity	ity of	ity of	unitie	organ
nities'	action	of	local	local	s have	izatio
respons	of	local	peopl	peopl	forme	n
e	local	peopl	e feel	e	d	forme
	com	e do	no	want	organi	d by
	munit	not	need	to be	zation	com
	y on	acce	to	involv	s to	munit
	touris	pt	engag	ed in	regula	y
	m	touri	e the	touris	te the	touris
	activi	sm	activi	m	role	m has
	ties in	activi	ties	activit	of the	been
	the regio n	ties in the area	of touris m	ies	touris m activit y	conne cted with vario us stake holde rs
E.	React	If	If	If the	If	If
Tourist	ion	vario	visite	group	alread	start
’s	and	us	d by	of	y	to be
Respon	action	attrac	indivi	tourist	marke	a list
se	touris	tions	dual	began	ted by	of
	ts	deser	travel	to	touris	must
	who	ted	ers	visit	m	visit
	visit	and stalle d	but no touris t group s	at least by famil y group	busin esses corpo ration	for touris ts who come to Bantu l
F.	React	If	If it	If it	If it	If the
Govern	ion	there	listed	began	involv	provi
ment's	and	is no	in the	to be	es a	ncial
respons	action	respo	regio	includ	wide	or
e	of	nse	nal	ed in	range	natio
	gover	from	devel	local	of	nal
	nmen	gove	opme	gover	stakeh	gover
	t in	rnme	nt	nment	olders	nmen
	the	nt in	agend	devel	in the	t
	devel opme nt area	plann ing the regio n	a	opme nt agend a and budge t alloca tions	devel opme nt of the region	maki ng plans and budge t alloca tions

3. PARTICIPATORY
PARA MET ER	DET AIL	VALUES & INDICATORS
		1 point	2 point s	3 point s	4 point s	5 point s
A. local resour ces	The use of vario us resou rces and local mater ials insigh ts	If local peopl e do not want to use local mater ials	If local peopl e using local resou rces as comp ulsion	If Local Peopl e want to use any local resou rces as a suppl ement	If the major ity of local peopl e using local resour ces	If the local peopl e maxi mizin g in using local resour ces and make it as a theme of touris m area
B. local accoun tability	The invol veme nt of local com munit ies for the mana geme nt and devel opme nt of organ izatio ns	If local peopl e do not want to get invol ved in the activi ties of touris m	If local peopl e want to be invol ved in touris m activi ty but do not want to form organ izatio ns	If there are touris m organ izatio ns but there is no activi ty activi ty	If touris m organi zation start beco me as a regula tor of local comm unity activit ies	If the organi zation has been associ ated with crosssector al stakeh olders
C. local variety	The uniqu eness of the vario us local touris t attrac tion	If there is not uniqu eness of the area	If there is alread y uniqu eness of the area but not been packe d yet	If some existi ng local uniqu eness been packa ged for touris m produ cts	If the local uniqu eness has beco me the collec tive consci ousne ss as touris m produ ct	If the local uniqu eness has beco me the collec tive consci ousne ss and packe d and protec ted by legal instru ments
D. The econo my advant age for local people	Distri butio n of inco me receiv ed by the	If there is no econ omic benef it recei	If there is alread y a small part of	If most of the travel needs can be suppli	If an existi ng busin ess entity/ organi zation	If the busin ess institu tion forme d by local

	local	ved	com	ed by	to	peopl
	com	by	munit	a	distrib	e has
	munit	local	y	variet	ute	associ
	y and	com	mem	y of	most	ated
	direct	munit	bers	backg	profit	with
	busin ess playe r	ies	receiv e econo mic benef its	round s of indivi duals in societ y	for local peopl e	the major ity of citize ns and extern al partie s

4. DISASTER MITIGATION
PARA METE R	DET AIL	VALUES & INDICATORS
		1 point	2 points	3 point s	4 poin ts	5 poin ts
A. The earthq uake and landsli des	Anti cipat ion of risk and reco very plan ning	If there are no anticip ation and rescue plans from earthqu akes and or landsli des	If there are anticip ation and a rescue plan for earthqu akes and landsli des but has not been socializ ed	If there are antici patio n plan, socia lizati on and rescu e traini ng	If there are evac uatio n plan and a speci al team to hand le the disas ter by the local peop le	If there are a plan, SAR Tea m, and the postdisas ter reco very area plan
B. nonnatural disaste rs as effect of failed technol ogy, pestile nce	Anti cipat ion of hum an error and stand ardiz e the safet y and healt h	If there is no anticip ation and standar dizatio n for minim um safety and health	If already have a standar dizatio n but has not been used as a referen ce	If safet y & healt h stand ard is alrea dy beco ming a refer ence for local touris m stake holde rs and touris t	If there is an inter natio nal stand ardiz ation of safet y and healt h are obey ed	If there is sanct ions/ penal ty for disob eyed healt h and safet y stand ardiz ation by local peop le and touri st

Conclusion

MSP+DM analyisis helps ecotourism stakeholder to develop the destination area because quantifications of the analysis process during planning and preopening process will help stakeholder and local community easier to understand what will they do. The planning target for stakeholders also can be seen in MSP+DM so the activities in the future can be determined easily.

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