Strategy development: Case study on two cultural villages in Bali

Nyoman Indah Kusuma Dewi, I Putu Astawa, I Wayan Siwantara and I Gusti Agung Bagus Mataram
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Nyoman Indah Kusuma Dewi: Department of Business Administration, Bali State Polytechnic, Bukit Jimbaran, Kuta Selatan, Badung, Bali, Indonesia
I Putu Astawa: Department of Tourism, Bali State Polytechnic, Bukit Jimbaran, Kuta Selatan, Badung, Bali, Indonesia
I Wayan Siwantara: Department of Business Administration, Bali State Polytechnic, Bukit Jimbaran, Kuta Selatan, Badung, Bali, Indonesia
I Gusti Agung Bagus Mataram: Department of Tourism, Bali State Polytechnic, Bukit Jimbaran, Kuta Selatan, Badung, Bali, Indonesia

Journal of Advances in Humanities and Social Sciences, 2017, vol. 3, issue 6, 293-302

Abstract: The purpose of this study is to compare the strategy development of cultural villages which has different types of attractions, whether there is any characteristic difference of cultural village strategy in terms of attractions, accessibility, amenities and ancillary aspect. Two cultural villages with different tourism attractions were used as a case study; those are Kamasan cultural village in Klungkung Regency with handicraft attractions and Pemuteran cultural village in Buleleng Regency with marine activities (adventurous tourism). The study was conducted qualitatively with the case study approach by comparing cases that have very different types of attractions. The data was collected by in-depth interview, observation and documentation with qualitative descriptive analysis technique using (Miles and Huberman, 1994) approach. Interviews were conducted with business actors and tourists by using the random sampling method. The number of informants cannot be justified prior to the interview. Interview was ended when data reached saturation. The finding revealed that there were differences in the strategy development of cultural villages, particularly in the characteristic of amenities (i.e., homestay, hotel, inn, and villa). Cultural village with handicraft attractions has very few accommodations because tourists usually visit for a short time and have specific interest in arts and culture (purposeful type of cultural tourist). While the cultural village with marine activities has a large number of different types accommodations. The majority of tourists spend more times to experience the adventure (sightseeing and casual cultural tourists).

Keywords: Cultural village; Attractions; Accessibility; Amenities; Strategy; Cultural tourist (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:apb:jahsss:2017:p:293-302

DOI: 10.20474/jahss-3.6.1

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