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CHAPTER II
LITERATURE REVIEW
In this chapter, there are 5 items to support this final report theoretically.
There are 1. Design, 2. Tourism, 3. Agri-Tourism, 4. Tour Package and Travel Agent,
5. Tour Itinerary.
2.1 Design
People make a design to make something more interesting. Good design
should be about solving a problem and delivering a message. Truly great design, used
in the right way, can go beyond that and influence people's opinions and actions, the
way they interpret the world, and even the way they live their lives. There are many
different definitions of design from experts and these are some of them. Sachari
(2005, p. 5) expressed his opinion on the definition of the design in the early 20th
century as "Suatu kreasi seniman untuk memenuhi kebutuhan tertentu dan cara
tertentu pula.” This means that design is a creation of artists to meet the specific needs. Design is also defined as “The process of composing a desired figure toward the future.” (Taura and Nagai, 2009. p. 1). Taura and Nagai classified design into three categories: drawing, problem solving, and ideal pursuing.
1. Drawing
Design is widely thought as the expression of images in the form of
pictures or sketches. In other words, it is strongly associated with art or
drawing. This is the category of the term on the basis of its most popular
and generalized use. Although drawing seems to be creative, the drawing
process itself cannot create a truly new output, since drawing itself is a
process that involves only transforming an abstract image into a concrete
figure or shape. It is creative only in that it entails imagining a nonexistent
6 2. Problem solving
On the other hand, the notion of design comes to the fore when
attention is paid to the procedural aspect of designing rather than to its
results in the form of sketches and drawings. In this case, the design
process is mainly considered within the framework of problem solving.
The proposed design process models that have so far been introduced in
previous studies have discussed the notion of design within the framework
of problem solving. Within this framework, a problem is defined as the
difference between the current state and the desired goal. Thus, the process
of developing a solution toward the desired goal is synonymous with the
design process.
3. Ideal pursuing
The term “design” means the pursuit of certain ideals; such an
explanation would differ in meaning from the other definition of design,
i.e., the solving of obvious problems. For example, from a social
perspective, designing involves the notion of ideal pursuing. Moreover, the term “ideal pursuing” contains within it the notion of the future. In comparison with the problem-solving category, which is usually used in the
context of current problems, ideal pursuing refers to looking ahead at the
future. In this model, we can identify a distinct feature of design as
something that is aroused within us and is supported by the requisite
criteria of our ideals. It involves the presence of the abstraction process in
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Based on the definition stated by experts above, the writer concluded the word “design” as the process to create something with the specific purpose by using the specific way to solve a problem and deliver a message.
2.2 Tourism
2.2.1 Definition of Tourism
According to Law No. 10 of 2009 about Tourism, pariwisata adalah berbagai
macam kegiatan wisata dan didukung berbagai fasilitas serta layanan yang disediakan oleh masyarakat, pengusaha, pemerintah, dan Pemerintah Daerah. This means that tourism has wide varieties of tourist activities and supported facilities and
services that can be provided by many people, such as local communities, fellow
travelers, government, local government and entrepreneur. According to the WTO or
the World Tourism Organization, tourism is a human activity that travel to and stay in
the area a destination outside their everyday environment. While Suwantoro (2002)
told that “Pariwisata adalah suatu susunan organisasi, baik pemerintah maupun swasta yang terkait dalam pengembangan, produksi dan pemasaran produk suatu layanan yang memenuhi kebutuhan dari orang yang sedang bepergian.” According to Richardson and Fluker (2004), tourism comprise the ideas and opinions people
hold which shape their decisions about going in trips, about where to go (and where
not to go) and what to do or not to do, about how to relate to other tourist, locals and
service personnel. And it is all the behavioral manifestations of those ideas and
opinions.
From the definition above, the writer concluded that tourism is the kind of
activity that people do to travel the area outside their living environment with
different purposes, such as to spend the holiday, to refresh their minds, to visit family
8 2.2.2 Definition of Tourist
According to the National Tourism Resources Review Commission in
Goeldner and Ritchie (2003, p. 8), the definition of tourist is "One who travels from
home for a distance of at least 50 miles (one way) for business, pleasure, personal
affairs, or any other purpose except to commute to work, whether he stays overnight
or returns the same day. " The above opinion explains that a traveler is someone who
travels from his or her place at least 50 miles away from business, fun, personal
relationships, or other purposes except for work. Meanwhile, according to Smith in
Pitana and Gayatri (2005) that people who are not working, or are on vacation, and
volunteer to visit other areas to get something else.
From some of the definitions mentioned above about tourists, it can be
concluded that tourists are the people who travel to tourism attractions either to stay
overnight or back on the same day for a vacation, have fun and even for business.
2.2.3 Tourism Components
According Ariyanto (2003), there are four aspects that must be considered in
tourism offerings. These aspects are as follow:
1. Daya Tarik
To attract tourists, tourism destination must have a tourism attraction,
it can be the natural attractions, the society and the culture.
2. Akses
The ease of accessibility in obtaining or achieving the tourism
destinations is needed in a tourism. Tourism organizations (travel agents)
is intended that the relative and foreign tourists can be easily in achieving
the destination to the tourist attractions.
3. Fasilitas
The facilities are needed in a tourism destination to get pleasure. This
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of the requirements of the tourist destination area so that tourists can stay
longer at the tourism area.
4. Lembaga
A network of institution that is related to the products offered both
locally, nationally and internationally. The presence of tourism institutions
will be helpful in the area because tourists can feel secured and protected.
2.3 Agri-Tourism
Agri-tourism is a business venture located on a working farm, ranch, or
agricultural enterprise that provides an “experience” for visitors while generating supplemental income for the owner (Hatch, 2008). Experience means that, there is an
activities that tourist can do in one place whether it is to learn or just to have fun.
While according to Maetzold, (2003, p. 1), Agritourism is an alternative enterprise
where you invite the public onto your farm or ranch. It can also be defined as a set of
activities that occur when people link travel with the products, services, and
experiences of agriculture. The product itself can be an "Experience." There are three
agri-tourism basics: have something for visitors to see, something for them to do, and
something for them to buy. How well you relate the various components (through a
theme or otherwise) will determine how successful your entertainment enterprise will
be. (Adam, 2004). The basic components stated by Adam above can make a visitor’s experience in doing agri-tourism be better and more meaningful.
From the definition above about tourism, the writer defines the
agri-tourism as the kind of agri-tourism that is done in the nature, including farm, ranch,
plantation, forest, etc. with the specific activities to learn and experience about
something in nature.
2.4 Tour Package and Travel Agent
In this part, the writer discussed about tour package and travel agent because
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provided by a travel agent and travel agent usually be the one who create a tour
package and provides what it needs in a tour package.
2.4.1 Tour Package
According to Desky (2001), “Paket wisata merupakan perpaduan beberapa produk wisata, minimal dua produk, yang dikenal menjadi satu kesatuan harga yang tidak dapat dipisahkan satu sama lain.” The tour package defined by Desky means that tour package is a combination of at least two different tourism products, e.g.
tourism destination, transportation, accommodation, food and beverage and the tour
guide. Meanwhile, tourism products have a sense of the totality of a tourist's
experience since he left somewhere until returning to where he left. According to Ismayanti (2010), “Paket wisata adalah perjalanan yang dibuat oleh biro perjalanan wisata yang meliputi transportasi, akomodasi, serta konsumsi dalam satu harga.” According to Damardjati in Suyitno (2001), “Paket wisata adalah suatu rencana atau acara perjalanan wisata yang telah tersusun secara tetap, dengan harga tertentu yang telah termasuk pula biaya-biaya untuk transfer/ pengangkutan, fasilitas akomodasi/hotel, serta darmawisata/ jalan-jalan dikota/kota-kota, objek-objek wisata dan atraksi-atraksi yang telah tercantum dalam acara itu.” This definition from Damardjati is almost similar to the definition from Ismayanti, they told that tour
package is a tour that made by a travel agent including the transportation,
accommodation, consumption in one price. Usually the price will be cheaper
compared to the planned tour specifically on request. Tour packages usually have a
package of behavior/ duration of use.
The writer concluded the definition of tour package is a plan of tour that has
been organized systematically by the tour agent or individual tour guide including the
tourism destinations, tourism attraction, tour itinerary, facilities, tour price and other
related information about the tour. This tour package used to make the visitors easier
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According to Afrizal (2014), this tour package is a tourism industry product.
The characteristics of tour package are:
1. Hasil produksi industri pariwisata ini tidak dapat dipindahklan. Konsumen harus datang pada tempat produk tersebut dihasilkan. The production of this tourism industry can not be transferred. Consumers should come to the place
where the product is produced.
2. Peran perantara tidak diperlukan hanya melalu\i saluran dalam penjualan jasa-jasa produk industry pariwisata yaitu travel agent atau tour operator. The role of intermediary is not required only through the channels in the sale
of tourism industry product services such as travel agents or tour operators.
3. Tidak dapat ditimbun seperti: industri barang memiliki ukuran, panjang, lebar, dan lain-lain. It can not be dumped like: its industry has size, length, width, and others.
4. Permintaan atas produk industry pariwisata ini tidak tetap dan sangat
dipengaruhi faktor non-ekonomis. Permintaan akan berkurang jika ada bencana alam, kekacauan atau peperangan. The demand for tourism industry products is not fixed and strongly influenced by non-economic factors.
Demand will be reduced if there is a natural disaster, chaos or war.
5. Calon konsumen tidak dapat mencoba atau mencicipi produk yang dibelinya. Konsumen hanya dapat melihatnya lewat brosur (leaflet, booklet,
poster) atau melalui slides, TV atau film yang khusus dibuat untuk prosuk ini. Prospective customers can not try or taste the products they buy. Consumers
can only see it through brochures (leaflets, booklets, posters) or through
slides, TVs or movies specially made for this product.
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7. Penyedian produk wisata ini dengan membangun sarana-sarana pariwisata. Perubahan elastisitas permintaan yang sangat kuat. Provision of this tourism product by building tourism facilities.
2.4.2 Travel Agent
According to Ismayanti (2010), Biro Perjalanan Wisata (BPW) adalah
perusahaan yang menyelenggarakan kegiatan wisata dan jasa yang terkait dengan penyelenggaraan perjalanan wisata baik dari dalam ke luar negeri maupun sebaliknya. She defined a travel agent or travel bureau is a company that organizes tourism activities and services related to the conduct of travel tours either from the
inside to abroad and vice versa. Meanwhile, according to Kesrul (2003), BPW adalah perusahaan jasa yang bergerak dalam bidang perjalanan wisata, dimana perusahaan tersebut yang mengelola, memesan merencanakan, membuat, dan menyelenggarakan kegiatan perjalanan wisata, baik unutk kepentingan bisnis, berlibur, sosial, dan budaya. Travel Bureu is a service company engaged in the field of travel, where the company is managing, ordering plans, create, and organize travel activities, both for
business interests, vacation, social, and culture. In organizing a travel package,
tourism, a travel bureu must coordinate with some parties so that the program is made
to run smoothly. Pendit in Yoeti (2006, p. 28) gives understanding about travel
company or Travel Agent as follows, "Biro perjalanan wisata adalah sebuah perusahaan yang mempunyai tujuan untuk menyiapkan perjalanan untuk seseorang yang berencana melakukannya." This means that tour agent has a duty to plan for someone’s traveling journey.
The parties are as follows:
1. Maskapai Penerbangan
Maskapai Penerbangan or Airlines are air transport service providers, where their services will be very helpful to the very far distance and will take
13 2. Penginapan
Penginapan can be Lodging/ Hotel is a place used for transit as well as for staying some time which aims to provide comfort on a tour. This lodging
can be classified to some parts based on the star, such as : a. Melati / Jasmine (Guest House, Losmen, Wisma ) b. One Star Hotel
c. Two Stars Hotel
d. Three Stars Hotel
e. Four Stars Hotel
f. Five Stars Hotel
g. Five Stars Hotel Plus
h. Six Stars Hotel
i. Seven Stars Hotel
3. Penyedia Jasa Transportasi Darat.
Penyedia Jasa Transportasi Darat means land transportation service provider is a company or individual who provide vehicles facilities that can be
rented in some time. Some examples of land transportations are:
A. Motorcycles and non-motorized bicycles
B. General sequence (Pedicab, Andong, Bajaj, Taxi, Bus, etc)
C. Car & bus rental.
4. Restoran
Restoran or Restaurant is a food and beverage providers and will be very necessary because in every tour must be guaranteed the needs to eat
and drink.
5. Pemandu Wisata
Pemandu Wisata is a tour guide, the role of the guide is very important in a travel tour because it has a duty to explain which is related to the tour
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6. Dinas/ perusahaan yang terkait dengan dokumen perjalanan
Penyedia Jasa Transportasi Darat is an agency/ company that has the function to issue the travel documents needed in a tour.
A. Flights of attractions
B. Passport
C. Fiscal
D. Visa, etc.
7. Tour leader
Tour leader is the leader of entourage who is responsible for arranging
every schedule listed in the itinerary so that the travel tours run smoothly
without a hitch.
8. Porter
Porter is assigned to move participants' luggage from one place to
another. Usually the porter can be found at the Airport, Ports, Stations,
Tourism Destination or in Terminal bus.
9. Art shop
Art shop is a provider of goods or souvenirs that exist in a travel
package.
2.5 Tour Itinerary
In creating a tour package, it needed to make a tour itinerary to maintain the
tour schedule. It is also can be a reference that the visitors can see when choosing a
tour package they want.
2.5.1 Definition of Tour Itinerary
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dapat juga dikatakan sebagai produk bayangan, karena memberi bayangan atau gambaran tentang sebuah wisata.” Suyitno stated that a tourist event is a document that can be used to illustrate the conduct of a tour. Tourist events can also be said as a
shadow product, because it gives a shadow or a picture of a tour.” According to Robert in Suyitno (2001) adding the understanding of the tour event that is suatu daftar dan jadwal acara tours dengan data-data yang lengkap mengenai, jam, tempat-tempat (objek-objek wisata), hotel tempat menginap, tempat peberangkatan, tempat tiba, acara-acara yang disuguhkan, sehingga dalam keseluruhannya akan menggambarkan jadwal pelaksanaan maupun waktu-waktu dari keseluruhan acara tour (dari awal sampai akhir). Robert mentioned his opinion that the tour itinerary is a list and schedule of events tours with complete data about hour, places (tourism objects), hotel where to
stay, where it arrives, the events are presented, so in its entirety it will describe the
execution schedule and the times of the whole tour event.
Based on the explanation above, it can be concluded that the tour event is a
document that includes everything: about a journey. From starting the process of
departure until the end of a journey which appears in the document that include time
of operation, place of visit object and place to eat.
2.5.2 Benefits of Tourism Planning
According to Suyitno (2001), the benefits of tour planning are:
1. Sebagai pedoman penyelenggaraan wisata. The tour planning can be used as a guide for conducting the tourism.
2. Sebagai sarana untuk memprediksi kemungkinan timbulnya hal di luar dugaan sekaligus alternatif pemecahannya. This can be used to predict the likelihood of occurrence beyond expectations as well as alternative solutions.
3. Sebagai sarana untuk mengarahkan penyelenggaraan wisata sehingga
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of the tour to achieve its goal which realize the tourism effectively and
efficiently.
4. Sebagai alat ukur tingkat keberhasilan wisata. Sebagai upaya pengawasan atau evaluasi dalam rangka memberikan umpan balik bagi penyelenggaraan wisata berikutnya. And the last, it can be used as a measure of the success rate of tourism. As an effort of supervision or evaluation in order to provide
feedback for the implementation of the next tour.
2.5.3 Tourism Price Calculation
Suyitno (2001) defined that biaya wisata adalah semua pengeluaran yang dapat dinilai dengan uang untuk mengelola wisata. Sebagai faktor pembentuk harga wisata, biaya wisata harus secara maksimal mencerminkan seluruh pengeluaran dalam pengelolaan wisata. He defined the cost of tourism is all expenditure that can be assessed with money to manage the tour. As a factor in forming tourist prices,
tourism costs should maximally reflect all expenditures in tourism management.
1. Types of Cost
In order to solve the costs incurred thoroughly, it is necessary to
understand the type of cost. Suyitno (2001) classified the types of costs,
namely:
1. Biaya Induk
Biaya induk or master fee is the cost that originally emerged as a reflection of the use of tourism components.
2. Biaya Ikutan
Biaya ikutan or follow up fee is the cost that appears as a
cost-sharing factor. To calculate the amount of cost needed in a tourism
activity, it is necessary a good and correct tourist price calculation
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Table 2.1 Tour Package Price Calculation
Table above describes the procedure of calculating a package tour
price, which includes:
1. Detailing and adding up fixed costs and non-fixed costs.
2. Calculating the amount of cost per person.
3. Calculating the surcharge.
4. Calculating the price of tours per person by increasing the cost per
person with the surcharge.
5. Doing rounding. Rounding may vary depends on the tourism
manager policy.
According to Mulyadi (2005, p. 13), costs are divided into 4 types as
follows:
1. Biaya Tetap
Biaya tetap or fixed costs expense whose numbers remain constant are not affected by changes in the volume of activities to a
certain level of activity, for example; Salary production director.
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Biaya variabel or variable costs, costs whose totals change in proportion to changes in activity or activity volume, for example; Cost
of raw materials, direct labor costs.
3. Biaya Semi Variabel
Biaya semi variable or variable semi cost, the cost of which the total amount changed is not proportional to the volume change of
activity. The semi-variable cost contains both fixed and variable cost
elements, for example; The cost of electricity used.
4. Biaya Semi Tetap
Biaya semi tetap or semi fixed fee, a fixed cost for a certain volume of activity and changes with a constant amount on a given
volume of production
2. Tour Price Calculation Formula
In calculation the tour price, there is the formula that needed to be completed,
such as:
1. Total cost per person
Total cost per person is the price that must be paid by each person who
participated in the tour package.
TCP = Total cost per person
TFC = Total fixed cost
TVC = Total variable cost
n = Number of participants
2. Agency Commission
Agency Commission is the total percentage of commission
which calculated in the tour price and reserved for the other agents
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percentage of commission is made by tour operator/ travel agent as the
owner of products.
TP = Total price
TCP = Total cost per person
SC = Markup / surcharge (%)
3. Price on CAT
Confedental Agent’s Tarif is the price of the tour which is organized by the tour operator and it is used for agents who sell its
products and used as a guide in determining the price of the tour sell
to consumers.
TP = Tour price
CAT = Price from CAT
HF = Handling fee TP = TCP + SC
