Content uploaded by Isti Purwaningtyas
Author content
All content in this area was uploaded by Isti Purwaningtyas on Dec 08, 2022
Content may be subject to copyright.
International Journal of Social and Local Economic Governance (IJLEG) ) E-ISSN: 2477-1929
Vol. 3, No. 1, April 2017, pages 7-12 http://ijleg.ub.ac.id
7
DESIGNING A MODEL OF TOURISM VILLAGE
BY AUGMENTING LANGUAGE AND TOURISM AWARENESS
AS AN ATTEMPT TO INCREASE LOCAL ECONOMY IN BATU
Esti Junining 1, Isti Purwaningtyas 2, Didik Hartono 3, Ismatul Khasanah 4
1.2.3.4 Languages and Literature Department, Faculty of Culture Studies
University of Brawijaya, Indonesia
Email: 1estijunining@gmail.com, 2tyaz.wijaya@gmail.com, 3didik_htono@yahoo.com,
4hasanah_rahendy@yahoo.co.jp
Abstract
As one of the efforts to awaken the local economy of Batu, this study offers a model of language and
tourism awareness-based-tourism village that is establishing a tourism community that actively supports
the government tourism programs. On the basis of the need analysis of the local people, a material for
learning English for tourism and a model of tourism village were set up in the first year of the study.
The programs in the second year of the study focus on the development and implementation of the
tourism community. This community works on increasing communication skills and tourism awareness
among the community consisting of a group of tourism awareness, the youths and businessmen. A visit
and training plan in the form of Focus Group Discussion (FGD) has already been implemented in the
four villages in Batu namely Punten, Tulungrejo, Sumberejo and Pandanrejo. This community is
established to increase the local people income which is expected to influence the global income of the
village. The results show that the four villages agree with the idea of training and building a tourism
community in Batu.
Keywords: developing a model of tourism village, communication skill awareness, tourism awareness,
local economy, Batu city
1. INTRODUCTION
Tourism has become one of the major
players in international commerce, and
represents at the same time one of the main
income sources for many developing countries.
This global spread of tourism in industrialized
and developed states has produced economic and
employment benefits in many related sectors.
In Asia, the tourism industry has been
becoming an icon to augment local economic
growth. The growth of ASEAN tourism reaches
the highest among the countries all over the
world (Pitana, 2014). In Indonesia, some efforts
to increase the tourism potentials have been
conducted as well. With the focus on
empowering the local tourism village,
Indonesian government tries to increase the local
economic growth.
However, the program of developing local
tourism village is not supported by appropriate
resources. Some obstacles regarding the
availability of human resources, housing
facilities and language skills become the major
reasons of less successful tourism industry. In
Pandanrejo village for example, the area is
potential for strawberry production. Due to the
less awareness of human resources such as the
less coordination between a group of tourism
awareness, consisting of the youths, and a group
of strawberry farmers, involving the more senior
villagers, the production of strawberry cannot be
continued up to the more modern manufacturing
products that can increase the income of the local
people. So far, the strawberry can only be
consumed from its harvest. While actually, if the
human resources are managed well, there will be
more innovative products from strawberries such
as for educational tourism, strawberry food
production and greater promotion.
In addition, the case of lack of competency
of the human resources can be seen in Kungkuk
village, one of the popular villages in Punten,
Batu which is very well-known with ‘homestay’
product. Due to the less ability of people in
communicating English, there were not so many
foreign visitors interested in visiting this tourism
village. Besides, the promotion regarding this
program was also less conducted.
8 International Journal of Social and Local Economic Governance (IJLEG)
Vol. 3, No. 1, April 2017, pages 7-12
In the previous study it has been stated that
there are alternative ways that the government
has not done, they are building self-reliance
which consists of mapping of potential,
problems, and needs of the community,
participatory planning, organizing, resource
utilization, monitoring, and maintenance of the
results that have been achieved. In particular, the
government has not facilitated operational aid of
community assistance, facilities, capacity
building, media and advocacy (Purwaningtyas,
et.al. 2016).
This study is conducted to see how the
model of local tourism community
empowerment works well to augment the
tourism awareness generally and language skills
particularly.
2. RESEARCH METHODS
The design of the study is Research and
Development aiming at designing a model of
tourism awareness and language skills
community. According to Borg and Gall (1983),
educational research and development is a
process used to develop and validate the
educational product. The educational product in
this study is the module which was designed to
increase tourism awareness and language skills
of the respondents.
The community is designed on the basis of
task-based meaning that the respondents are the
ones in charge of developing tourism task such
as handling the guests, promoting tourism
products and developing English
communication skills. The model of the
community is called “BADAWIS” stands for a
community of language in tourism. In
Indonesian, language is BAhasa DAlam WISata,
the acronym is BADAWIS
The research location is in Punten, as a pilot
project of implementing the model of tourism
awareness and language skills community. The
populations in this study are members of the
group of Tourism Awareness (Pokdarwis) in
Punten, Batu, Malang.
The data sources were the Pokdarwis
members consisting of the youths aged 17-30
years old.
In regard to the research development of the
tourism village, the data collected are in the form
of the respondents’ performance in handling the
guests, promoting tourism products and
developing English communication skills.
Data analysis method used in this study
includes the utterances made by the respondents
in the skills of handling the guests, promoting
tourism products and developing English
communication skills.
3. FINDINGS AND DISCUSSION
The results of the current study are in the
form of developing tourism awareness and
language skills involving some abilities to (1)
handle the guests, 2) present some tourism
products, (3) design a brochure or a
leaflet,(4)design website.
3.1. Handling the Guests
Skills in handling the guests include some
materials regarding how to introduce oneself,
how to welcome the guests, how to make a small
talk and develop a hospitality, show directions,
explain a village map, and provide the guest’
needs.
3.2. Tourism Product Presentation
Tourism product presentation involves
ability to present the tourism village products
such fruit and vegetable commodity, tourism
activities like rafting and homestay. Fruit and
vegetable commodity involve the presentation
from how to make apple chips to packing and
distributing. In terms of rafting and homestay,
the respondents should be able to explain the
types, facilities, package and production process.
3.3. Brochure and Leaflet Design
Brochure and leaflets are one of the
effective media to promote. Regarding its
function to distribute information of tourism
products, the design of the brochure and leaflet
needs to be made attractive. Because the
respondents have already had the brochure, this
study mainly focuses on the material on how to
choose informative and persuasive vocabularies,
select a good design for icons, symbols and
appropriate background.
3.4. Website Design
The website design involves designing a
simple web design for the society to promote
their tourism products. It functions to supply a
place to keep all of the tourism products. It does
not only keep the tourism products but also
maintains and update continually. Thus, this
Esti Junining, Isti Purwaningtyas, Didik Hartono, & Ismatul Khasanah, Designing a Model of … 9
training involves English language learning such
as article writing, and persuasive pictures and
symbols.
3.5. Discussion
The training of tourism awareness and
English language communication conducted in
Punten, one of the tourism villages in Batu was
implemented using “Plan Do Check Action”
PDCA cycle. This pilot project was intended to
get more participants who have the similar
interest. The project expected the participants to
continue having the community regularly every
month. The researcher, in this case evaluates the
program by visiting regularly to monitor the
program.
In planning, a series of activities such as
making an appointment with the contact person,
preparing the modules and teaching materials are
prepared at this stage. The activities are
conducted by inviting the two parties namely, a
group of tourism awareness consisting of the
youths, and a group of senior villagers involving
strawberry, apple, orange farmers and some
homestay owners. Figure 1 shows the
dissemination of the program attended by the
two parties.
Figure 1. Gathering and Discussion on the
BADAWIS program
In Doing, the training was conducted with
around twenty participants who enthusiastically
join the program. Most of the participantas are
the youths from Kungkuk village. Figure 2
describes the activities on handling the guests.
After having some theories on handling the
guests, all of the participants practice handling
the guests in pairs.
Figure 2. Activities on Handling the Guests
Besides handling the guests, the
participants also learn about presenting Batu
products such as promoting fruit chips and
designing a brochure. Figures 3 and 4 describe
the activities respectively.
Figure 3. Process of Making Fruit Chips
Figure 4. Fruit Chips in Different Packages
10 International Journal of Social and Local Economic Governance (IJLEG)
Vol. 3, No. 1, April 2017, pages 7-12
In the language training, the participants
learn how to present the product in English. They
have to be able to apply the theories of product
presentation and present it in front of their
friends. The other participants give questions
and comments on the related presentation.
Figure 5 shows the training process.
Figure 5. Practices on Product Presentation
Besides product presentation, the
participants were also trained to design a
brochure introducing and promoting their own
area of resources. Figure 6 shows the example of
the brochure they have made.
Figure 6. Sample of Brochure Made by
Badawis Community
In addition to designing the brochure, they
have to able to present what is inside the
brochure. Figure 7 shows the activity.
Figure 7. Activities in Brochure Making
In checking stage, the researchers make a
regular monitoring and evaluation of the process
of the training. The Badawis community makes
a regular weekly meeting to practice their
English with partners. As initiators, the UB team
checks monthly by visiting in Kungkuk village
to monitor their activities. In case one or two
reasons the team cannot visit in the village, there
is still a communication using social media that
is What‘s Application (WA) group consisting all
of the participants and UB team.
In Acting, this is the time to make the
program runs well. On the basis of theoretical
and practical activities done in Kungkuk village,
it can be concluded that the activities of
empowering the human resources in some
potential areas in Batu run well. The participants
enthusiastically participate the program and the
products the produced are clearly seen.
Based on observations and interviews, it
was obtained information that the group Batu
Guide Centre is a pioneer of tourism and
language awareness. This is related to the
purpose of research to develop a self-learning
system. It is important to provide training to
these groups, then they could do a self-learning
process as well as pioneers, training providers
and also a companion in order to develop other
tourism activist groups both in quality and
quantity with alanguage awareness
(Purwaningtyas, 2016)
Further, Purwaningtyas (2016) states that
research on the business development of the
Batu tourism finds results that the community
residents of Batu tourism village is in desperate
need of attention in managing tourism
product.Tourism and Language Awareness. This
awareness should be initiated in an effort to
empower the community. This research is
focused to form a combined group members
Esti Junining, Isti Purwaningtyas, Didik Hartono, & Ismatul Khasanah, Designing a Model of … 11
Pokdarwis and assisted with farmer groups,
BKM, and BAtu Guide Center (BGC) as a
pioneer group activities of Tourism and
Language Awareness. This group serves as a
center for community empowerment.
This research activity has the support not
only from members of the Tourism Awareness
driving community in the village, but also from
some of the stakeholders in the tourism village.
Mapping the needs of the English language for
the empowerment of rural tourism, the
development of the model of a tourism village
become a member of autonomous tourism and
language awareness. Tourism awareness, as well
as assisting the design of promotional products
of potential tourism in the form of brochures,
leaflets, and the website in English.
The high commitment of all stakeholders in
the tourism village, including the village chief
officials, Pokdarwis, farmer groups, BKM, and
Batu Guide Center (BGC) to work together to
continue the activities of Tourism and language
Awareness is autonomously associated with
community development projects.
Figure 8. Badawis Staff and the local young
people
This current project of BADAWIS is
purposed to be conducted in two major tourism
villages, Punten and Tulungrejo, to have more
consistency of the pioneer group which also
served to mobilize the participation of people
who need the services of English or also wants
to participate as a member of the Tourism and
language Awareness groups, so that tourism
activists in the village will grow in terms of
quality and quantity.
Figure 9. A Potential Tourism Village of
Kungkuk
4. CONCLUSION AND SUGGESTION
4.1. Conclusion
From the result of the study, it can be
concluded that human resources, language
attitudes, social factors, and independence are
related each other. In order to reach a
harmonious synergy of the tourism in tourism
village, it always needs analysis whch is used as
a fundament to design an ideal tourism village.
Therefore the human resources not only have a
top down position but also bottom –up which
accommodate all of the society’s need.
4.2. Suggestions
Although in general, the research has
received positive responses from stakeholders in
the tourist village, there are some things that
need to be improved include:
1. It requires continuous improvement
activities as the application of the model to
learn English independently so that
pioneering group that has been formed will
work actively to prepare for the promotion
12 International Journal of Social and Local Economic Governance (IJLEG)
Vol. 3, No. 1, April 2017, pages 7-12
of tourism products in the form of brochures
and web written in English.
2. Consistency of the pioneer group which
also served to mobilize the participation of
people who need the services of English or
also want to participate as a member of a
conscious group travel and languages, so
that later movers will develop tourism
village in terms of quality and in terms of
quantity
3. 3. The high commitment of all stakeholders
in the tourism village, including the village
chief officials, Pokdarwis, farmer groups,
BKM, and Batu Guide Center (BGC) to
work together to continue the activities of
Tourism and language Awareness
autonomously associated with community
development projects.
5. ACKNOWLEDGMENTS
The deepest gratitude is delivered to the
Directorate of Research and Community Service
Directorate General Education and Student
Affairs Ministry of Research, Technology and
Higher Education Republic of Indonesia, the
Department of Tourism and Culture of Kota
Batu, Local Government of Batu Tourism
Villages.
6. CONTOH DAFTAR PUSTAKA
Brandes, D. and P. Ginnis. 1986. A Guide to
Student Centered Learning. Oxford:
Blackwell.
Budiawan. 2008. Pengaruh Language Attitude
dan Motivasi Belajar Bahasa Terhadap
Prestasi Pada Mata Pelajaran Bahasa
Indonesia dan Bahasa Inggris Siswa Se
SMA Bandar Lampung. Unpublished
Thesis. Fakultas Ilmu Budaya
Universitas Indonesia.
Dick, W. & I. Carey. 1990. The Systematic
Design of Instruction, 3rd ed. USA:
Harper Collins.
Lea, S. J., D. Stephenson, and J. Troy. 2003.
Higher Education Students’ Attitudes to
Student.
Creswell, J. W., Plano Clark, V. L., Gutmann,
M. L., & Hanson, W. E. 2003. Advanced
Mixed Methods Research Designs. In A.
Tashakkori & C. Teddlie (Eds.),
Handbook of mixed methods in social
and behavioral research (pp. 209–240).
Thousand Oaks, CA: Sage.
Creswell, J. W., Plano Clark, V. L., Gutmann,
M. L., & Hanson, W. E. 2003. An
Expanded Typology for Classifying
Mixed Methods Research Into Designs.
Thousand Oaks, CA: Sage.
Manurung, Konder. 2002. Maximizing the Use of
Language Learning Strategies in Self-
Access Centres. La Trobe University-
Victoria. Unpublished Ph.D thesis.
McCombs, B. L., & Miller, L. 2007. Learner-
centered classroom practices and
assessments: Maximizing student
motivation, learning, and achievement.
Thousand Oaks, CA: Corwin Press.
Saville-Troike. 2006. Social Contexts of Second
Language Acquisition. In Introducing
Second Language Acquisition (pp. 99-
132). Cambridge UK: Cambridge
University Press
Sheerin, Susan. 1989. Self-access Resource book
for teachers. Oxford: OUP.
Sastrayuda, G. 2010. Konsep Pemberdayaan
Masyarakat Berbasis Pariwisata.
Concept Resort and Lisure, Strategi
Pengembangan dan Pengelolaan Resort
and Leisure.
______, Centered Learning: Beyond
‘educational Bulimia’. Studies in Higher
Education 28(3), 321–334.
______, Making Tourism More Sustainable - A
Guide for Policy Makers, UNEP and
UNWTO, 2005, p.11-12
______, Pengertian Kelompok Tourism
Awareness.
http://kariswisatasemarang.blogspot.co
m/2014/04/kelompok-sadar-wisata-
pengertian.html