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Social Entrepreneurship in the Development
of Cultural Tourism
Roos Kities Andadari
1, Lieli Suharti
2, and Hani Sirine
31,2,3Satya Wacana Christian University – Indonesia
Abstract: One of the social problems faced by many countries is increasingly waning of various local cultures due to the more intensive of globalization flows. The concern over the issue led to the emergence of YTC (Yoss Traditional Center) in Suruhan Hamlet, Semarang District. However, efforts to preserve the local cultural heritage a lso need mobilization of resources including funds, and then packing the efforts to preserve the cultural heritage into tourism commodities is a strategy that needs to be considered. This study aims to examine how social entrepreneurship contributes to preserve local cultural heritage. Research issues discussed here were: (1). What kind of cultural diversity that is used by YTC as a cultural tourism attractiveness?; (2) What strategy that is used to attract visitors to come to the destination hamlet of cultural tourism?; (3) What a re the obstacles faced by YTC in cultural preservation through the development of cultural tourism? The method used in this study was a phenomenology qualitative method, by rising up the YTC cultural tourism case. The study was conducted by collecting data with observation, interviews, and documentation. Data analysis technique used data reduction, data presentation, and drawing conclusions or verification.
Keywords: social entrepreneurship, cultural tourism, YTC
1. Introduction
Economic liberalization has accelerated the globalization of the modern life in Western countries and other foreign countries. The dominance of foreign culture has been felt in nearly the variety of life and it raises concerns of many people and raises many opinions about the importance of building a national culture. Daoed Joesoef questioned the national development, which was stuck on economic development in the narrow sense, whereas the national development will be successful if applied along with the cultural approach (approach of social space and really human) [1].
National culture is made up of various local cultures that live in various regions in Indonesia. Along with increased globalization and modernization of many traditional arts groups which lost their existence, since they are abandoned by the young generation who prefer modern lifestyle. The young generation is more interested in learning about the culture that comes from another country and forgets the local culture. Such development will be a social problem that needs attention.
Attention to that problem led to the emergence of YTC (Yoss Traditional Center) in Suruhan Hamlet Semarang District. However, efforts to preserve the cultural heritage also require the mobilization of local resources including funds. Thus, packaging the efforts to preserve the cultural heritage into a tourism commodity is a strategy that needs to be considered. This study aims to examine how social entrepreneurship contributes to preserve local cultural heritage. Research issues discussed here were: (1). What kind of cultural diversity that is used by YTC as a cultural tourism attractiveness?; (2) What strategy that is used to attract visitors to come to the destination hamlet of cultural tourism?; (3) What are the obstacles faced by YTC in cultural preservation through the development of cultural tourism?
2. Theoretical Framework
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Preservation is a process or technique that is based on individual needs. Sustainability can not stand alone but must be developed. Preserving a culture should be performed by viewing deeply in any manner, or at least recognizing the culture itself. Maintaining the value of culture, one of them by developing the culture and art is accompanied by circumstances that we are experiencing today, which aims to strengthen the cultural values.
According to Yoeti, tourist attraction is divided into four parts: (1) The attraction of nature, which includes landscapes, sea, beaches and other natural scenery. (2) Tourist attraction in the form of the buildings, which includes historic and modern buildings, monuments, archaeological relics, golf courses, shops and other shopping places. (3) The attraction of cultural tourism which includes history, factors, religion, art, theater, entertainment and museums. (4) The attraction of the social travel, which includes the way of life of the local communities, language, social activities, facilities, and community services [4].
Cultural resources can be a major factor that draws tourists to make their tourism travel. According to Pitana and Diarta [5], the tourism industry recognizes the role of culture as an encouraging factor by promoting cultural characteristics. Cultural resources that could be developed into a tourist attraction, among others, (1) historic buildings, sites, monuments, museums, art galleries, the site of ancient culture, (2) contemporary art and sculpture, architecture, central handicrafts and textiles, design centers, studio artist, the film and publisher industries, (3) performance arts, drama, dance, folk songs, street theater, and festivals, (4) religious sites such as temples, and mosques, (5) the activities and way of life of the local communities, studio educational system, traditional technologies, work methods and systems of the local life, (6) trips to historic sites by using a unique means of transportation, (7) trying the culinary (local cuisine).
Cultural tourism has a positive impact for tourists as well as local people. Cultural tourism can perform dual benefits where the tourists have the opportunity to enrich their culture, while the local people can strengthen their cultural identity through tourism performances, while the financial contribution can be used to preserve their traditions [6].
Tourism is a sector that contributes greatly to the economic growth of a country. There are so many advantages to be gained from the development of tourism. First, it creates an increase in business opportunities. Second, it creates an increase in employment. Third, there will be an increase in tax revenue. Fourth, there will be an increase in national income. Fifth, it makes an acceleration of income redistribution process. Sixth, it can increase the added value of cultural products. Seventh, it can expand markets of domestic products, and eighth, it can create multiplier effect in the economy as a result of transactions carried out by the tourists and investors [4].
The role of social entrepreneurs is to find ways to make the social mission into important commodities. One obstacle is if the above benefits do not come true.
3. Study Methods
The method used in this study was a phenomenology qualitative method. The study was conducted by collecting data with observation, interviews, and documentation. Data analysis technique used data reduction, data presentation, and drawing conclusions or verification. To test the validity of the data in this study, we used three essential elements: 1) source, 2) method, 3) theory.
Qualitative research is research that is intended to understand the phenomenon of what is experienced by the subjects of the study such as behavior, perception, motivation, action etc. The form of phenomenology qualitative approach is related to: 1) the subjective or phenomenological experience; 2) a study on the awareness from the main perspective of the subjects (Husserl), [7]. While Muhadjir argues that phenomenology approach recognizes the truth because of the empirical truth of ethics (which is real and in accordance with the rules that the truth can be justified) requires the mind to track, explain and argue not only the right and wrong [8].
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YTC was formed on the initiative of Mr. Yossiadi Bambang Singgih (known as Mr. Yoss) with the support of Suruhan Hamlet society. Mr. Yoss is a former employee of the Department of Tourism in Semarang District who concerned about the swift flow of globalization that has been increasingly eroding the attention of young people to the own local arts. The recent trend shows that the young generation is more interested in the arts from other countries and forgets about the local culture. This concern made Mr. Yoss to care about efforts to preserve traditional arts and culture, especially in Semarang District. Therefore, together with the community he founded Yoss Traditional Center which was later abbreviated to be YTC in 2008. YTC is located in Suruhan Hamlet, Keji Village, West Ungaran Sub-District, Semarang District [9].
Suruhan Hamlet is located on the slope of the foot of Ungaran Mountain, 5 km from the center of the Capital of Semarang District, and 36 km from the center of the Capital of Central Java Province. This hamlet is inhabited by 160 households consisting of 2.239 people, and most of the people work as an industry laborers (factory workers), while some others work as farm laborers. As in other rural areas, in general the income of the population in this Hamlet is relatively low. The access road to the Suruhan Hamlet is quite difficult because the place is remote and there is no public transportation available to reach the hamlet.
To realize his concern over the attitudes of young people on art and culture, Mr. Yoss as a social entrepreneur founded YTC as a center where people can learn the art. Art learning can be obtained not only through formal education such as school, but can also make the community as a place to learn the art. One real fact is community based art learning at tourism site of Yoss Traditional Center (YTC) in Suruhan Hamlet, Keji Village, West Ungaran Sub District, Semarang District.
The aims and objectives of the establishment of YTC preserver gallery of traditional culture and art among others, (1) to maintain, fortify, and at the same time preserve the traditional culture and art, (2) to promote the groups of Javanese traditional culture and art that already exist in the Suruhan Hamlet like Kuda Lumping Dance, Prajuritan Dance, Karawitan Art and Mortar Music Art, (3) to promote the groups of Javanese traditional culture and art in Suruhan Hamlet through print and electronic media, (4) to market through the performance package in every tourist's visit travel with One Day Tour package, and (5) as the only nostalgic tourism package in Central Java (YTC documents in 2008).
Art learning activities in this hamlet select the segments of children and adolescents because they are the most vulnerable people to the negative effects of globalization. For example, in many places even in the countryside, PlayStation has absorbed the attention of children and adolescents and make them not interested in learning the local arts. YTC seeks to involve children in Suruhan Hamlet to learn and practice the dance art and Karawitan musical art. What is performed by the children in Suruhan Hamlet often invites tourists’ attraction for practicing the dance art and Karawitan musical arts. Given that the wide range of activities are not without cost, YTC links these activities with other entertainment activities which are expected to provide a side income for the community.
Activities package of art learning is associated with the entertainment package, such as: [10]. 1) Village Exploring
Village exploring is served to the tourists who want to explore the Suruhan Hamlet. The exploration is guided by local people with the cost of Rp.3000,00 per person for one type of game. After traveling around the Hamlet, it is continued with games session. The games in hamlet exploring offered to the tourists, among others, (a) clogs team (b) fort team (c) flying ball team (d) shooting team (e) mummification team (f) leaking pipe team (g) drain the ocean team (h) Samson & Delilah team and (i) chair team.
2) Home Stay (Lodging)
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process of traditional herbs (Jamu gendong). The learning activities consist of learning the dance art and Karawitan musical art with the children in the hamlet.
3) Education Mode
Education mode activity consists of several package choices guided by people who are already assigned as guides. These guides ready to serve the tourists if they want to learn in accordance with the package options, the cost of each package is Rp 5.000.00. Some of these activities include: (a) learn to dance (b) learn batik (c) learn to play the gamelan (d) learn to play the mortars (e) learn to do rice cropping (f) learn to plow rice field (g) learn how to make tempe (h) learn to make getuk (i) learn to make traditional herbs and (j) learn to milking cows.
4) Culinary
Travelers who visit YTC can also enjoy meals in the form of traditional cuisines of Suruhan Hamlet such as Gethuk Tetek Melek and Pecel Gablok provided by the residents. Every tourist who visits will get a welcome drink in the form of hot tea drink and snacks such as Gethuk Tetek Melek, boiled beans and bananas.
At the time of show in the field area, there were several stands used by people around to sell traditional food and souvenirs of the local area.
Community-based art learning both for the dance learning and karawitan musical learning in Suruhan Hamlet became an evidence of traditional arts preservation by the community. Yoss Traditional Center is a traditional art conservationist studio which has successfully implemented learning not only for the participants, but the general public and tourists can also follow the learning actions.
Yoss traditional center is a place for the people in Suruhan Hamlet to develop their artistic soul as well as an opportunity to earn extra money from the arts they display. Mr. Yossi, as a social entrepreneur worked hard to achieve the social mission that he held. He worked closely with a bus travel agency to make a tour package for 1 day under the name of One Day Tour. Tour packages offered by One Day Tour consists of several attractions in the Semarang District and surrounding areas, among other YTC tourism site, Seven Angels Waterfall, Selo Tourism Village, Museum of Mount Merapi, and Jogja Palace. In addition to engaging in the implementation of tourism activities, community participation was quite high in which people introduced YTC through internet media such as Facebook, print media such as 5 newspapers and it has even been covered on national television.
YTC traditional cultural tourism in Suruhan Hamlet is expected to increase the economy of the people and realize a society that is increasingly prosperous. This is because it has created businesses or new jobs for the community. Beside incorporated as YTC managers, the society could also make efforts such as the manufacture of souvenir such as lumping horse necklace that has been implemented by the youth group in Suruhan Hamlet. The society could also open a business in the form of the traditional foods production in Suruhan Hamlet.
Art learning activities held in YTC tourism site in Suruhan Hamlet is a form of concern and support of the community to preserve the local traditional arts [11]. However, research conducted by Kusumastuti on "Tourism Performance Art as a Creative Economy Industry" informed that the art studios in Semarang District had still not able to become tourism assets [12]. It is certainly an obstacle in realizing the mission above. Obstacles encountered in community based art learning, among others, the human factor both teachers and learners who have other activities outside the art learning activities, facilities and infrastructure factors used in teaching and learning process, as well as weather factor that can interfere with the implementation.
5. Conclusion and Recommendation
5.1. Conclusion
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up the performance arts and dance activities. These activities involved children who were expected to start loving cultural heritage again.
2. As a tourist culture, this activity was done with the show which provides the opportunity for children to express their ability to perform. In addition, the activities were also linked with the opportunity to study art and dance along with the local community, homestay and culinary.
3. One obstacle that was faced by YTC was limited human resources. Therefore a desire to realize the economic benefits from the YTC activities has not shown desirable results yet.
5.2. Recommendation
1. There should be a creative thinking for tourism activities in Suruhan Hamlet with other larger activities so that this Hamlet became one of tourist destinations in Central Java. In addition, YTC needs to work with schools (primary, secondary and high education) to offer art learning in this Hamlet.
2. There should be an improvement of transport access that allows large vehicles to enter this hamlet.
References:
[1] Daoed Joesoef : Jangan Hanya Membangun Ekonomi. Kompas, 27 Juni 2012.
[2] Maran, Raga Rafael. Manusia dan Kebudayaan dalam Perspektif Ilmu Budaya Dasar. Jakarta : Rineka Cipta, 2007.
[3] Jazuli, M. Paradigma konstektual Pendidikan Seni. Semarang: Unesa University Press. 2008. [4] Yoeti, O. A. Ekonomi Pariwisata. Introduksi, Informasi, dan Implementasi. Kompas. Jakarta. 2008. [5] Pitana dan Diarta. Pengantar Ilmu Pariwisata. Yogyakarta : Andi Offset, 2009: 74-76.
[6] Pichard, Michael. Pariwisata Budaya dan Budaya Pariwisata. Jakarta : PKG (Kepustakaan Populer Gramedia) 2006: 170.
[7] Moleong, Lexy J. Metodologi Penelitian Kualitatif. Bandung: PT Remaja Posdakarya. 2007. [8] Muhadjir, Neong. Metode penelitian Kualitatif. Yogyakarta: Rake Sarasin. 1989.
[9] Mariska, Helmyna Arif. Tari Kuda Debog di Dusun Suruhan, Desa Keji, Kecamatan Ungaran Barat, Kabupaten Semarang (Kajian Tentang Koreografi). Skripsi, Jurusan Pendidikan Seni Drama, Tari dan Musik, Fakultas Bahasa dan Seni, Universitas Negeri Semarang. 2011.
[10] Paranti, Lesa. Pembelajaran Seni Berbasis Masyarakat di Objek Wisata Yoss Traditional Center Dusun Suruhan Desa Keji Kecamatan Ungaran Barat Kabupaten Semarang. Skripsi, Prodi Pendidikan Seni Tari, Jurusan Pendidikan Seni Drama Tari dan Musik, Fakultas Bahasa dan Seni, Universitas Negeri Semarang. 2011.
[11] Yulia, C. Wisata, Pariwisata, Kepariwisataan Dan Wisatawan.
http://file.upi.edu/Direktori/FPTK/CICA_YULIA/WISATA,_PARIWISATA,_KEPARIWISATAAN_ DAN_WISATAWAN.pdf. 18 November 2015. 2008.
