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DOI: https://doi.org/10.33258/birci.v5i4.7097 29432
Development of Sadda Pind as a Cultural-Based Tourist Attraction to Increase Community Economic Growth in Amritsar, Punjab, India Post Pandemic Covid-19
Baitul Ma’mur Muntaha
Master's Program in Tourism, Ambrrukmo Tourism Institute, Indonesia mun.taha051296@gmail.com
I. Introduction
Activities of traveling which are known as tourism have become a necessity for every human being from time to time. The activity that began on July 5, 1841, when Thomas Cook arranged a trip from Market Harborough to Loughborough to hold a meeting, has also become a new breath for human life because its existence is able to become one of the largest foreign exchange earners for every country and is also able to open jobs for the unemployed in every country. Apart from that, tourism is also a medium that can communicate the values and culture of the host to tourists.
The popularity of this activity has also spread to the second most populous country in the world, namely India. The country which consists of 28 states and 9 union territories is a country rich in culture. According to Triyono, Damiasih, Sudiro (2018: 29 – 40), Tourism occurs because of the tourist attraction in tourist destinations, both in the form of natural and cultural attractions. Therefore, tourism can also occur here because there is an attraction in form of a culture that is available here. The cultural richness of the country which becomes the largest spice producer in the world, makes tourists interested in visiting. One of the cultures that is in great demand by tourists to visit is in the Punjab area.
In Punjab, there is an area that has a very important role in the preservation of Punjab culture itself, namely Sadda Pind. At Sadda Pind, tourists can experience the old-world charm of Punjab through cultural performances, folk dances, local handicrafts, songs, stories and of course the cuisine.
Abstract
Sadda Pind is a punjabi cultural living village museum located in the holy city of Amritsar. The purpose of this study is to identify the potency of Sadda Pind to improve the economy of the surrounding community post the Covid-19 pandemic. This type of research is conducted by using qualitative research, while the technical analysis used in this research is using SWOT analysis.
As a tourist attraction that is managed by the private sector, the management that is presented is very good and organized.
However, in its application, there are still many deficiencies that need to be addressed by the management of Sadda Pind. The results of this study indicate that improvements are needed in the implementation of tourism activities post the Covid-19 virus pandemic so that traveler are no longer reluctant to travel and increase visits so that it can increase the economic growth of the surrounding community.
Keywords
Sadda Pind; cultural tourism;
Covid-19 virus pandemic;
growth of the community's economy
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Volume 5, No 4, November 2022, Page: 29432-29439 e-ISSN: 2615-3076(Online), p-ISSN: 2615-1715(Print)
www.bircu-journal.com/index.php/birci email: birci.journal@gmail.com
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Sadda Pind is one of fantastic place for tourists to connect with Punjabi culture.
Tourists can see, participate and interact with people from the village and their culture firsthand. Sadda Pind has everything to keep travelers busy and entertained all day long.
Tourists can learn any traditional arts so tourists can make their own works. Phulkari, Punjabi jutti, clay toys and utensils, ironworks, durries, agricultural tools are some of the traditional arts exhibited here.
Punjab will never be complete without its music and dancing. At Sadda Pind, tourists can also indulge their senses with the vibrations and rhythms of traditional Punjabi folk dances such as bhangra, gidha, jhumar and kikli. Knowing that there are a lot of potential in Sadda Pind, but there has been a reduction in visits due to the outbreak of the Covid-19 virus pandemic, a strategy is needed that can make tourists have the desire to return to this place so that they can restore the economy of the surrounding community.
Formulation of the Problem
From the cases above, the formulation of the problems raised in the study are:
a. What is the condition of culture-based tourism in Sadda Pind in the Amritsar area after the covid-19 virus pandemic?
b. How to develop Sadda Pind as a tourist attraction in Amritsar so that it can improve the economy of the surrounding community after the Covid-19 virus pandemic?
II. Review of Literature
According to Edy Suharyono (2019), http://ejournal.stipram.ac.id Cultural Tourism is a trip to explore or to experience an interesting lifestyle of the community. So, there must be an interaction between traveler and the host in order the traveler get enough information about the interesting lifestyle of the community and can experience the community lifestyle directly.
Cultural tourism is a type of tourism activity in which the visitor’s essential motivation is to learn, discover, experience and consume the tangible and intangible cultural attractions/products in a tourism destination. These attractions/products relate to a set of distinctive material, intellectual, spiritual and emotional features of a society that encompasses arts and architecture, historical and cultural heritage, culinary heritage, literature, music, creative industries and the living cultures with their lifestyles, value systems, beliefs and traditions. This definition was adopted during the 22nd Session of the General Assembly held in Chengdu, China 11–16 September 2017.
III. Research Method
The type of research used in this research is quantitative research. The quantitative research method is one type of research whose specifications are systematic, well-planned, and structured from the beginning to the making of the research design. Quantitative research methods, as stated by Sugiyono (2011: 8) are: "Research methods based on the philosophy of positivism, used to examine certain populations or samples, data collection using research instruments, data analysis is quantitative/statistical, intending to test the established hypothesis.
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IV. Discussion
Internal
External
Strengths (S)
1. There is an easy access for traveler to reach Sadda Pind
2. There is already a clear organization at Sadda Pind so that the implementation of tourism activities can run smoothly
3. The relationship among human resources at Sadda Pind is well- established
4. Funding for
development and maintenance at Sadda Pind comes from the private sector
5. The potential contained in Sadda Pind can be an attraction that can attract traveler to visit
6. The services provided by the staff at Sadda Pind are very good 7. Security at Sadda Pind
is good
8. Cleanliness at Sadda Pind is always maintained
Weaknesses (W)
1. The facilities available at Sadda Pind do not meet the needs of Muslim traveler to pray 2. Most of the human resources at Sadda Pind still are not able to speak in English
Opportunities (O)
1. Sadda Pind management is regulated based on Punjab Tourism Policy 2018
S-O
1. Obey and comply with the regulations stated in the 2018 Punjab Tourism Policy so that in its implementation, the tourism activities
W-O
1. Build places of worship for several religions so that visiting tourists can carry out their prayers.
2. Provide training for
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2. There are still no competitors from fellow cultural tourism, but competitors come from other tourist attractions
3. Promotion is carried out through websites and several social media as well as through the experiences of tourists who have visited
carried out can run smoothly.
2. Be consistent with making Sadda Pind the only tourism destination in Amritsar that offers various Punjabi cultural activities knowing there are no competitors around Sadda Pind.
3. Maintain professional service so that more tourists recommend Sadda Pind to the people around them.
staff in order they are able to speak english
Threats (T)
1. The tourists who visit mostly only come from those who are interested in the punjabi culture
2. Sadda Pind's target market is the middle to upper class
3. The technology used is still not optimal
S-T
1. Allocating funds owned by Sadda Pind to optimize the use of technology at Sadda Pind such as payments through applications and data collection of guests who come using a system
2. Maximize the available promotional media so that traveler who come are not only those who are interested in Punjabi culture
3. Lowering prices so that middle to lower middle tourists can visit Sadda Pind as well
4. Provide training for the use of technology that will be available
W-T
1. Build worship facilities so that more tourists will come because their needs for worship are fulfilled at Sadda Pind 2. Providing options for
traveler to choose packages from the cheapest to the most expensive so that middle to low-income traveler can travel to Sadda Pind as well 3. Providing technological
facilities that can
support the
effectiveness and
efficiency of
employees' work
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In the process of analyzing scientific article data, the author uses SWOT analysis by identifying two interrelated factors. The two factors are internal and external factors. This analysis is needed to develop Sadda Pind as a cultural-based tourist attraction to increase community economic growth in Amritsar, Punjab, India post pandemic covid-19.
The first strategy is S-O (Strengths-Opportunities) Strategy where Sadda Pind need to obey and comply with the regulations stated in the 2018 Punjab Tourism Policy so that in its implementation, the tourism activities carried out can run smoothly, and then Sadda Pind need to be consistent with making Sadda Pind the only tourism destination in Amritsar that offers various Punjabi cultural activities knowing there are no competitors around Sadda Pind. And finally, Sadda Pind need to maintain professional service so that more tourists recommend Sadda Pind to the people around them.
Second strategy is W-O (Weaknesses- Opportunities) Strategy where Sadda Pind need to build places of worship for several religions so that visiting tourists can carry out their prayers, and then Sadda Pind need to provide training for staff in order they are able to speak english so that the staff can communicate with the international traveler as well.
Third strategy is S-T (Strengths-Threats) Strategy where Sadda Pind need to allocating the funds owned by Sadda Pind to optimize the use of technology at Sadda Pind such as payments through applications and data collection of guests who come using a system. And then Sadda Pind need to maximize the available promotional media so that traveler who come are not only those who are interested in Punjabi culture. Furthermore, Sadda Pind need to lowering prices so that middle to lower middle tourists can visit Sadda Pind as well. And finally, Sadda Pind need to provide training for the use of technology that will be available in order the staff can use it properly.
And the last strategy is W-T (Weaknesses- Threats) Strategy where Sadda Pind need to embrace more potential traveler by building worship facilities so that more tourists will come because their needs for worship are fulfilled at Sadda Pind. Hence, Sadda Pind need to provide options for traveler to choose packages from the cheapest to the most expensive so that middle to low-income traveler can travel to Sadda Pind as well. And finally, Sadda Pind need to provide technological facilities that can support the effectiveness and efficiency of employees' work as well as minimize direct contact between tourists who are queuing to buy tickets especially in current situation where covid 19 pandemic is still going on. Sihombing (2020) state that Covid-19 pandemic caused everyone to behave beyond normal limits as usual. The outbreak of this virus has an impact especially on the economy of a nation and Globally (Ningrum, 2020). The problems posed by the Covid-19 pandemic which have become a global problem have the potential to trigger a new social order or reconstruction (Bara, 2021).
The data results above are answering the research formulation as follows:
a. What is the condition of culture-based tourism in Sadda Pind in the Amritsar area after the covid-19 virus pandemic?
Sadda Pind is one of the tourist attractions affected by the spread of the Covid-19 virus pandemic. Sadda Pind was forced to close all forms of tourist activities during the implementation of lockdown in India. With the closure of all tourism activities at Sadda Pind, employees then no longer have any source of income.
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The opening of the lockdown in India is a breath of fresh air for Sadda Pind, especially employees who during the lockdown have no income. Sadda Pind decided to return to operate after preparing various forms of prevention of transmission of the Covid-19 virus around the Sadda Pind environment such as spraying disinfectants, preparing places for tourists to wash their hands, etc.
The condition of cultural tourism activities in Sadda Pind after the Covid-19 virus pandemic is still monitored to be safe to visit. The implementation of health protocols and services provided by Sadda Pind employees to tourists so that tourists can carry out tourism activities safely and comfortably makes Sadda Pind one of the tourist attractions that are classified as safe for tourists to visit.
Although there are differences in the implementation of cultural tourism activities at Sadda Pind, such as tourists having to queue and maintain distance to learn to make traditional Punjabi art such as Phulkari, Punjabi jutti etc., cultural tourism activities at Sadda Pind are still monitored smoothly under control.
However, concerns about contracting the virus in crowded places such as in tourist areas, especially in Sadda Pind, discourage tourists from visiting even though there have been various attempts by the Sadda Pind management, such as providing many places for tourists to wash their hands and tighten guarding by ensuring that the body temperature of tourists does not exceed the normal limit of body temperature so that tourists get safety from contracting the Covid-19 virus.
Therefore, a strategy is needed that can make tourists no longer feel reluctant to carry out tourism activities, especially in Sadda Pind so that the tourism activities that occur can increase the economic growth of the community around Sadda Pind.
b. How to develop Sadda Pind as a tourist attraction in Amritsar so that it can improve the economy of the surrounding community after the Covid-19 virus pandemic?
From the results of the SWOT analysis that the author has conducted, there are still several weaknesses that should be addressed by the manager.
The first is the effectiveness and efficiency of purchasing entrance tickets and data collection of visiting tourists where actually, the sales of entrance tickets have used the application in order to minimize direct contact between counter guards and tourists and make tourists not queue too long to buy tickets. Also, in recording tourists who come to Sadda Pind, the manager should have started using the system to record the tourists who come to visit so that tourists don't have to queue long to collect data. Data collection of tourists who come can be done simultaneously when tourists buy entrance tickets through the application. So, tourists can fill in data and purchase tickets through the application from home so that when tourists come to Sadda Pind, they only need to check their body temperature.
The second is to provide more facilities to support the needs of tourists to carry out tourist activities in Sadda Pind, such as places of worship for tourists to worship. By providing for the needs of tourists who want to do tourist activities in Sadda Pind, of course Sadda Pind can attract more tourists to come to visit. The large number of tourists who come to visit can make local community earn income and improve the economy of local community. Community can start opening their shops and selling souvenirs around Sadda Pind, community can also provide transportation services for tourists who go and come to Sadda Pind, community can also become tour guides for tourists while tourists do tourist activities at Sadda Pind.
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V. Conclusion
From the research that has been done by the author, it can be concluded that the cultural tourism activities in Sadda Pind which has been opened after the lockdown in November 2020 can still run well even though it has been affected by the Covid-19 pandemic which force them to close and which has made many employees and the surrounding community begin to lose their job.
The continuity of tourism activities at Sadda Pind after the Covid-19 virus pandemic is a blessing for employees and community who have lost their source of income for months because with the reopen of tourism activities at Sadda Pind, employees and the surrounding community can have income back to fulfill their daily basic needs. Employees have been able to work again and the surrounding community can open their shops or provide transportation services for tourists who go or visit Sadda Pind.
The opening of the Sadda Pind after the lockdown still has many deficiencies and needs to be improved a lot because the covid-19 virus pandemic is still declared not over.
According to Syaifulloh, & Setiawan (2016) The development of tourism destinations is the main step that must be taken when we want these tourist attractions to develop properly.
Because according to Nurhayati & Sahrah (2017) the development orientation does not only attract tourists to visit, but also attracts tourists to come back. Therefore, the Sadda Pind manager should have started changing the tourist payment system to buy entrance tickets and replace tourist data collection by using the system so that tourists and employees can avoid contracting the Covid-19 virus. Hence, Manager have to build more facilities in order they can attract more traveler to come to visit Sadda Pind.
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