IDENTIFICATION TOURISM PRODUCTS AND SERVICES …arfjournals.com/abstract/95951_5.pdfJatiluwih has...

International Journal of Economics and Financial Issues, Vol. 1 no. 1 (2020); pp 65-85

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IDENTIFICATION TOURISM PRODUCTS AND SERVICES

PROVIDED AT THE RURAL TOURISM DESTINATIONS IN BALI

Centre of Excellence in Tourism, Universitas Udayana

I Gusti Ayu Oka Suryawardani

Agung Suryawan Wiranatha

I Gusti Raka Purbanto

Vilas Nitivattananon

ABSTRACT

Development tourism in the rural area is important to improve community welfare in the

rural area. Purpose of the research was to identify tourism products and services provided

at the rural tourism destinations in Bali, represented by three rural tourism destinations in Bali,

namely Munduk, Jasri and Jatiluwih. The results showed that attraction at three rural tourism

destination has been promising. Lots of variety of attractions offer at these three rural

tourism. Each village has its uniqueness. In Munduk village, the uniqueness can be seen

from the sight seeing and trekking attractions in the surrounding natural environment.

Meanwhile, in Jasri, chocolate production attracted by foreign tourists. On the hand,

Jatiluwih has the uniqueness on rice field terrace and natural landscape with the “subak

system” as local wisdom. All of these uniqueness must be conserved, preserved and

maintained to increase added-value in the rural area and keep environmentally friendly in

the rural tourism area.

Keyword: uniqueness, attractions, local wisdom, rural tourism, Bali

INTRODUCTION

Background

Bali is one of the the most popular tourist destinations in the world. It has many

attractive attractions. In cultural and art attractions, Bali is an ancient of cultural centre

and has been preserved to be cultural heritage by Balinese community. Bali also has many

temples and exotic palaces which have improved vibration of art in this island. Dining in

Bali presents endless choices of exotic local cuisine and warm hospitality which is set

against stunning natural background. In marine tourists’ attractions, the island of Bali offer

wonderful diving spots in calm bays, with coral gardens teeming with colourful marine

biodiversity. Another attractive attraction in Bali is rural tourism which is typically

supported by surrounding of natural sounds and uniqueness of local wisdom that offer

plenty of attractions to see and do. Development tourism in the rural area is important be

developed to improve community welfare in the rural area. As Fridgen, 1996; Mill and


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Morison (2009) as well as Theobald (1998) said that tourism has a significant role to

increase exchange rate, income and job opportunities and has been convinced as one of the

potential industry which has an economic impact on improving community welfare and

povertyalleviation.

Development of tourism in Bali can be seen from increasing number of direct

foreign tourist visitation to Bali. Data from various issues show that the number of foreign

tourist direct arrivals in Bali increased dramatically from 23,340 in 1970 to reach about

1,412,839 in 2000. However, the terrorism attacks on Bali in October 2002 and in 2005

caused a severe downturn in Bali tourism, and this resulted in a decline in the number of

foreign tourist direct arrivals. The “Bali Recovery Program” was undertaken in 2006

through collaboration between the Ministry of Culture and Tourism and the Bali Tourism

Board. Gradual increases in foreign tourist direct arrivals were reported in the following

years and the number had reached about 4,904,175 by the year of 2018, and the fact that

the number of foreign tourist direct arrivals to Bali almost 6 million in 2019, exceeding

the 5 million target. The average growth rate in foreign tourist direct arrivals to Bali was

reported about 15% per year (Bali Government Tourism Office, 2019).

The three best direct tourist arrivals to Bali in 2016-2017 are as follow, Australian

stayed on the first rank (1,143,157), followed by Chinese (990,771) and Japanese

(235,009). Meanwhile in 2017-2018, Chinese stayed on the first rank with the number of

direct tourist arrivals to Bali was 1,385,850, followed by Australian (1,094,974) and Indian

(272,761).The average expenditure of foreign tourists per person per day increased from

US$ 137.90 in 2009 to US$ 154.87 in 2011, and then dropped again to US$ 143.92 in

2015. The length of stay of foreign tourists also extended from 8.75 days in 2009 to 9.27

days in 2011, and then 9.60 days in 2014 and drop again to 9.11 in 2014 (Bali Government

Tourism Office, 2018). In view of this steady growth in the number of tourists, the

average tourist expenditure, and the length of stay, it seems that tourism in Bali will

continue to be a promising source of household income for Balinese inhabitants, and

contribute to the national exchange rate as well as increase the number of job

opportunities.

Beside the positive impact of tourism, tourism also brings about negative impacts.

To minimize the negative impact of tourism, the concept of sustainable tourism is really

important to be implemented which refers to environmentally friendly, economically

viable and socio-culturally acceptable, and a suitable balance must be established between

these three dimensions to guarantee its long-term sustainability. All of those three


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elements should be coherent with each other to ensure quality as Elkington (1997) says that

continuity and balance between the needs of tourism, protection of the environment and

prosperity for the local community, which means that the economic benefit of tourism

should be beneficial not only for the companies concerned but also for the local

communities as the host. However, a recent study by Suryawardani (2014) found that

significant economic leakage was occurred in tourism (called tourism leakage) particularly

in accommodation sector in Bali. The biggest leakage occurred in 4 and 5 chain star-rated

hotel (51%), followed by 4 and 5 non-chain star-rated hotel (22,7%), star-rated 1, 2 and 3

hotel (12%) and non star-rated hotels (8.8%). The average tourism leakage from

accommodation sector in Bali was 18.8%, mostly due to payment for imported products,

foreign workers, foreign agent commissions, and others. Regarding Suryawardani (2014)

research results, non star-rated hotels got the lowest economic leakage from all types of

accommodation. It seems, development of small scale and local owned tourism business,

such as rural or village tourism will become the priority to be supported by government.

The business entity should be used as a vehicle for coordinating stakeholders’

interests, instead of maximizing shareholder (owner) profit, so that it can achieve quality,

continuity and balance. Good quality, sustainable tourism provides a quality experience

for the visitor, while improving the quality of life of the host communities and protecting

the quality of the environment. As regards continuity, sustainable tourism ensures the

continuity of the natural resources upon which it is based and the continuity of the culture

of the host community with satisfying experiences for visitors. Balanced, sustainable

tourism balances the needs of the tourism industry, the natural environment and the local

communities. Sustainable tourism emphasizes mutual goals and cooperation among

visitors, host communities and destination, in contrast to more traditional approaches to

tourism which emphasize their diverse and conflicting needs (WTO, 2007). In addition,

sustainable tourism should also maintain a high level of tourist satisfaction and ensure a

meaningful experience for the tourists, raising their awareness about sustainability issues

and promoting sustainable tourism practices amongst them. To achieve this goal, good

management of a destination is needed. Sustainable tourism targets will not be achieved if

one of the above elements cannot be fulfilled. If tourism industry does not meet tourists’

satisfaction, this will impact tourist loyalty as loyalty express revisit or repeat buying

(Swarbrooke and Susan, 2008). So that, any kind of tourism development, including rural

community based tourism (village tourism) should comply the quality standard

requirement of facilities and services in order to satisfy the visitors.


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Many destinations rely strongly on repeat visitation because it is less expensive to

retain repeat tourists than to attract new ones (Um et al., 2006). The overall satisfaction

that tourists experience for a particular destination is also regarded as a predictor of the

tourist’s intention to prefer the same destination again (Oh, 1999; Kozak and Rimmington,

2000; Bowen, 2001; Bigné and Andreu, 2004; Alexandros and Shabbar, 2005; Bigné et al.,

2005). Yoon and Uysal (2005) use tourist satisfaction as a moderator construct between

motivations and tourist loyalty. Um et al. (2006) said that satisfaction as both a predictor

of revisiting intentions and as a moderator variable between this construct and perceived

attractiveness, perceived quality of service and perceived value for money. Thus, tourist

satisfaction is one of important factors in keeping the destination to be visited again and

again.

Although foreign tourists are still interested in visiting Bali as one of the

destinations in the world, the emergence new holiday destinations that offer lower prices

and, in some cases, higher quality facilities can not be avoided, such as Thailand,

Malaysia, Singapore and other countries which have similar culture of Bali. Attempts have

been carried out by the government and the tourism industry to promote the destination,

improve services, hospitality and infrastructure, however further efforts need to be

undertaken. The Ministry of Tourism of Indonesia put a priority in developing community

tourism. One program is development thousands homestays as a community based tourism

accommodation around Indonesia archipelago that combines affordable lodging and an

authentic local cultural experience. The homestay development will be done by mobilizing

the local community in the village, as part of the development of the rural tourism. The

program is expected to have a broader positive impact in which development of tourism in

rural areas (e.g. tourism village) can promote existed tourist attractions (cultural tourism),

homestay becomes a safe and comfortable place to stay for tourists, and tourists can

interact with the local community.

Study on rural tourism development have been undertaken previously, in fact, most

of the studies were undertaken partially. Rattanasuwongchai (1998) undertook research on

impact of rural tourism on rural communities with a case study at Kanchanaburi

Ecotourism. It discussesedboth negative and positive impacts of rural tourism on rural

communities, as well as the involvement of government and private programs in

developingrural tourism. This study gave an emphasize ontourism planning aspects,

including assessment of carrying capacity, development of infrastructure, zoning, the

involvement of local people, and education of both local people and tourists. This study


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does not include the visitors’ side therefore it also does not include standard of products

and services available at rural tourism. These two aspects will be studied in this research.

Cai, et al. (2008) were undertaken research on rural tourism particularly focus on a

marketing aspect of rural tourism. They considered that rural tourism products have an

attribute as green products that attract attention of consumers. However, rural communities

have marketing problems in this very competitive tourism industry. Their research was

focused on the practical need for rural communities to gain a greater benefit from

consumer demands for green products, and the importance of tourists’ movement patterns

in developing effective marketing programs. This study introduces a five-step practical tool

that rural destinations can affordably use to engage in a critical marketing task of

identifying viable segments of driving market.

Sharpley (2002) studied about the challenge of rural tourism as a tourism

diversification in which he undertook a case study of agrotourism in the context of tourism

in Cyprus. He found that there were some benefits from the development of rural

agrotourism, such as restoration of several traditional properties and various civic projects

in the villages, a positive attitude amongst local communities towards the re-establishment

of traditional cultural practices, and a general belief that the agrotourism project will

encourage socio-cultural regeneration in rural areas. However, there were also some

challenges, particularly in the financial aspect. For example, the income from agrotourism

has been lower than expected, and in many cases the returns have been insufficient to

cover the investment. Therefore,there was a significant problem on financial sustainability

of the project.This was because of lack of visitors, seasonal visitors, and low occupancy

rates of homestay provided due to lack facilities and attractions to meet tourists’ needs at

most villages as well as lack of quality service.

Based upon the above researches related to rural tourism, there is a gap between the

above researches that can be identified to become research problems to be studied in Bali.

Research problems can be formulated:

What are tourism products and services provided at the rural tourism destinations in Bali,

represented by three rural tourism destinations in Bali.

Research Objectives

To identify tourism products and services provided at the rural tourism destinations in

Bali, represented by three rural tourism destinations inBali.


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LITERATURE REVIEW

Rural Tourism

Webster (1975) defines rural development as a process which leads to a rise in the

capacity of rural people to control their environment, resulting from more extensive use of

the benefits which ensure such control. Rural development is affected by many factors,

including economic development, humanitarian attitudes, environment, social values and

knowledge (Poostchi 1986). Villiers (1997) perceives sustainable development as the way

to raise living standards, to allow people to reach their human potential, to enjoy lives of

dignity, and to ensure the welfare of present and future generations. Rural tourism can also

be defined as tourism that exploits resources in rural regions, such as a suitable way of

promoting traditional culture and life styles of local people to visitors, causes little or no

harmful impact, and generates increasing benefits to rural areas in terms of rural

productivity, employment, improved distribution of wealth, conservation of the rural

environment and culture, and local people's involvement.

Tourism in the rural areas have great diversity of cultures, traditions and natural

resources that makes them very attractive tourist destinations. There are at least five

tourism themes can be promoted forboth tourists and local people (Rattanasuwongchai,

1998):

• Nature based tourism, which is mainly for recreation with little or no ecological

impact.

• Cultural tourism, which is concerned with the culture, history, and archeology of local

people;

• Ecotourism, which is a responsible type of tourism which preserves natural resources

as well as maintaining the well-being and social values of the local population;

• Village tourism, in which tourists share in village life, and rural villages gain economic

and other benefits from tourist activities;

• Agrotourism, in which tourists watch or take part in traditional agricultural practices,

without disturbing the ecosystem or the productivity of host areas.

Rural communities became noticeably interested in tourism when they experienced

a decline in such singular economic sectors as traditional agriculture, mining, timber, and

energy. Attempts were made to look at alternative forms of economic development. There

was a rapidly growing awareness that economic diversity through using existing resources


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would contribute to rural revitalization, and tourism development was identified as one of

the effective alternatives (Honadle, 1990). Rural tourism was initially viewed as a clean

and growing industry that was easy to establish (Frederick, 1995). In addition to the

diversification of local economies, it promised substantive benefits for rural communities,

including participating in a rapidly growing industry, access to a wide range of relatively

inexpensive job creation opportunities, potentially significant economic multiplier effects,

increasing awareness and support for preserving natural and cultural heritage sites

(Hjalager, 1996).

In the last few decades, a number of popular sun–sea–sand tourist destinations

haveattempted to diversify into rural tourism. Rural tourism that is both locationally and

experientially rural/traditional, as opposed to coastal/modern in order to achieve a more

balanced, sustainable approach to tourism development. More specifically, the

development of rural tourism in traditionally summer-sun destinations is seen as an

effective means of achieving not only the regeneration of rural areas but also a variety of

tourism-policy objectives, including the attraction of more diverse, higher-spending

markets; mitigating the problems of seasonality associated with summer-sun, package

tourism; encouraging independent, non-organised tourism; spreading the socio-economic

benefits of tourism into the hinterland; promoting the cultural, as opposed to climatic,

attractions of the destination; and, satisfying the alleged demand for more environmentally

appropriate forms of tourism (Sharpley, 2002).

Domestic tourists are dominant in most rural destinations (Hall, Kirkpatrick, &

Mitchell, 2005; Long & Edgell, 1997). In the United States, rural tourism is heavily tied to

the highway infrastructure (Gartner, Love, & Erkkila, 2002). As such, a strong rural

tourism economy must be linked to some nearby population centers (Gartner, 2004). Any

marketing efforts to generate demand for a rural destination must therefore begin with the

understanding of relationship between the destination and tourists’ origins including these

population centers. This is a fundamental question for the identification of viable segments

that a destination management organization can access within its reach of financial and

human resources.

The rural tourism phenomenon has inspired a significant amount of research in the

past 20 years. Most of the academic studies have approached it from the supply-side and

developmental perspectives. Areas of inquiries have emphasized economic benefits

(Briedenhann & Wickens, 2004; Frederick, 1993, 1995), capacity control, conservation

and sustainable development schemes (Butler & Hall, 1998; Lane, 2005), attitudes of local


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community (Huang & Stewart, 1996; Lankford, 1994; Long, Perdue, & Allen, 1990;

Poitras & Getz, 2006; Zhang, Inbakaran, & Jackson, 2006). The supply-side approach

continues to be dominant in academic discourse with a persistent view that rural tourism is

less costly and easier to establish than other economic development strategies (Wilson,

et.al., 2001).

Despite the abundance of extant literature on rural tourism, there remains “a critical

gap between research findings and their application” (Roberts & Hall, 2001, p. xiii). One

of the weak links is the marketing of it. As early as in the late 1980s, Gilbert (1989)

pointed out “a paucity of marketing expertise” applied in rural tourism development (p.

39). More than 20 years later, attentions on rural destination marketing remain sparse

(Gartner, 2004). Academic community has offered little usable knowledge for destination

management organization to understand the consumers of the rural tourism marketplace,

which is essential for the development and implementation of any marketing programs

(Cai, et al., 2008).

RESEARCH METHOD

Research Location

Research was undertaken atthree rural tourism destinations in Baliwhich are used as

case studies, namely Desa Wisata Munduk in Singaraja, and Desa Wisata Jasri in Karangasem

and Jatiluwih in Tabanan Bali.

Method of Data Analysis

Focus Group Discussion (FGD) was undertaken to gain the data and information.

Data was also gaining from foreign tourists who visiting rural tourism in Bali. Deep

interview was also undertaken to the community leaders. Descriptive qualitative was used

to analze data and information.

RESULTS AND DISCUSSION

Identification of Tourism Products and Services Provided at The Rural Tourism

Destinations in Bali

1. Munduk Village Tourism as a Rural Tourism Destination


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Geography Characteristics

Munduk Village is located in Banjar District, Buleleng Regency, North of Bali. It

takes about 2 hours driving from the center of Denpasar which is approximately 72 km

away. The Munduk village is located at an altitude of 800 meters above sea level, with the

temperature ranges between 20-25 ° C which is quite cool and feel the rural nature far

from pollution, giving freshness back after a day of activities. This place is being an ideal

for tourist spot to relieve tired, refresh the mind from the daily routine. The village of

Munduk become an ideal for travelers who need a quiet,beautiful scenary and natural and

fresh air of the mountains.

On the way to get the Munduk Village, tourists can enjoy the attractions such as

Bedugul, lake Buyan and Tamblingan. Tamblingan Lake is a lake located on the northern

slope of Mount Lesung at the Munduk Village. This lake is one of three twin lakes that

form in a large caldera. Across the twists and climbs tourists can enjoy greeny views of

valley and the hills, fields and charm plantations which can rarely be found in other places.

So the journey to the holiday atmosphere to the summit along became a distinct

experience.

Arriving in the village of Munduk, beautiful scenery such as coffee, clove and

cocoa plantations in the valley as well as background atmosphere can be seen. Tourist can

also enjoy quiet atmosphere presenting peaceful vibration which could makean amazing

placeas well as spectacular natural treats. Munduk Village has become an unforgetable

place especially for gaining market segment who looking for the surrounding natural

scenary, Figure1.


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Figure 1. View of Munduk Rural Tourism in Bali

Demography Characteristics

Local residents at the Munduk Village Tourism are very welcoming to local and

foreign tourists. Characteristics of the community at the Munduk village are varied, such

as most of them are farmers, rest of them work at the government office, tourism

businesses as well as play a role as a local businessman. The initiator of development of

Munduk Village to become rural tourism was Komang Armada who is local community

graduated from Gadjah Mada University, the most popular University in Yogyakarta. His

idea began with creating awareness to the community to preserve the environment. He

started to inisiate the community to do cleaning up the environment every Friday. His idea

was welcomed by the community and the clean up day has been undertaken every Friday

consistently until now. He explores hisidea to give more understanding to the local

community about preservation of the environment. The community then create the slogan

“MBSM (Munduk Bersih Sehat dan Melayani)” meaning that Munduk Village must be

clean, healthy environment and has the attitude to serve every visitors who come and visit

Munduk Village. His efforts was also to gather the tourism practitionersto develop tourism

as additional source of income. His point of view that to keep successful agricultural

development in Munduk as the main income and development of tourism is the additional


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income. Empowerment of the community play an important role to success in developing

the Munduk Village to be success in agriculture as well as in tourism development. His

idea was brilliant and support the concept of sustainable tourism, i.e., environmentally

friendly, socially acceptable, economically viable and culturally acceptable. He keep

doing socializationthrough empowering community development.

In fact, it can be seen that, Munduk Village develop tourism really significantly.

The number of accommodation and facilities grow significantly. The number of villas and

homestay increase gradually. It was around 50 villas and homestay in 2019 which has

progressed to economic development of Munduk Village. Contribution of economic

development of Munduk is based on agriculture, such as rice field, coffee plantation and

clove plantation. Development of tourism gives added value for the household income.

Result of his effort is Munduk Village won the village tourism competition in Indonesia

and reach the second rank.

Accommodation and Facilities

Accommodation are available in the Munduk Village. Community based tourism is

really potential to be developed. Lots of homestays owned by local community which can

be source of income for the family. Interaction between local community and tourist can

be seen in this type of tourist attraction. Local community can offer yields from their

agricultural land such as corn, peanuts, fruit and vegetables. In other side, tourists can also

enjoy fresh fruit and vegetables during their time in the village. The number of

accommodation in Munduk is about 50 villas and homestays. Development of tourism

give good opportunity for people to build homestay with green view of natural landscape.

Three types of accommodation at Munduk Rural Tourism:

1. Accommodation that purposefully built for tourists, for example Puri Lumbung

2. Accommodation that modifies housethat can be rent by tourist. However, this type

of accommodation has obstacle based of the tourist point of view, such as is too

much noise, for example the sound of rooster, motorbikes, cars as well as the

sound of activities of children who are to go to school, which is considered to

disturb the comfort and tranquility of tourists who stay at this kind of

accommodation.

3. Utilizing the yard which is still empty. This kind of accommodation can offer

higher price than type of accommodation that modifies the house.


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So that, suggestion for this situation is homestay is built just for visitors without joining the

space for family member but still in one yard. This concept will automatically can offer

more expensive price.

Facilities

A variety of restaurantsare available, either coffee shops or restaurants who serve

meal for breakfast, lunch and dinner.Feel cool sensation, in the beautiful nature, silence

and calmness accompanied by the sound of night insects become the hallmark of this

village. It will make memorable holiday in the exclusive atmosphere especially for people

who need a calm, beautiful surroundings and nature in the cool mountains which provide

spectacular natural treats. The Tourism Object of Munduk Village in Banjar Singaraja,

Buleleng, Bali has a beautiful view stretching out in front of the eyes, plantations

consisting of coffee, cloves and cocoa plantations in the atmosphere of the valley and the

background which the hills are always look green.

Attraction at Munduk Village Tourism

Trekking and sight seeing

Attractive Nature-based is the main attraction at Munduk. Trekking is the favourite

activity for foreign tourists by passing the rice field terrace, enjoy natural environment at

the rural area and passing coffee plantation. Water falls is also attractive activity for

foreign tourists. It takes around five to six hours for tourists who want to enjoy all of those

activities. Type of foreign tourist who stay at Munduk was mostly they come with friend

or family. Cloves and coffee plantation are shown when trekking. There is also coffee

processing that can be bought directly at the place. Figure 2 shows trekking, trekking route

and rice field view which can be seen in Munduk Village.


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Figure 2. Attractive nature-based and trekking activity in Munduk Village

Cooking class

Cooking class is also offered by some villas, such as at The Villa Puri Lumbung.

Foreign tourists came to this villa in a group for only having lunch and enjoy cooking

class in making traditional pan cake which is served directly after finishing this activity in

the coffee break time. After finishing this activity they continue to go to other places, such

as Lovina or other places at Singaraja, see Figure 4.

Figure 4. Cooking class and lunch at Villa Lumbung, Munduk


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Other Activities

Yoga, meditation and spiritual tourism activities are also offered in this place,

however, this activitiesonly been undertaken if there are orders from tourists. In fact, need

to be developed for the future. It has specific target market and promising attraction for

the future. The results show that cultural and art attraction have been undertaken need to

be developed to strengthen competitiveness of Munduk Village not only at the time of real

offering and worship but also need to be performed to foreign tourist as a part of their visit.

Destination Management of Munduk Village

Munduk Tourism Village has management agency that was established in 2017.Its

function is in managing the destination and as a bridge between destination, community

and government.Munduk village also has associations, namely Driver's Association which

has approximately 45 members, Tour Guides Association and Homestay Association.

Hopefully all this associations have good coordination to gain better development of

Munduk Village.

Marketing

Munduk Village has implemented online booking in promoting Munduk as a Rural

Tourism destination, which is about 99 %. However review of previous visitors also play

an important role. About 80% of foreign tourist come to Munduk Village based on

previous visitors. The results show that mindset of foreign visitors who stay at the

previous type of accommodation which offer higher price, were mostly influence their

level of satisfaction. They want to have the same services with different price. So,

improve the quality of services is important to create foreign and intention to revisit.

All of the above attraction and facilities have brought Munduk as a Rural Tourism

Destination won the second rank of Rural Tourism in the year 2010.

2. Jasri Village Tourism as a Rural Tourism Destination

Geography Characteristics

Jasri Tourism Village is a beautiful village located in the Village Subagan,

Karangasem District, Bali Province. A small village which is approximately 445.62

hectareslocated on the beautiful seashore in East Bali, about 70 km from Denpasar City.

The village has natural landscape supported by avibration of Balinese art and culture has


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made this village become a unique village compared to surrounding villages.by

surrounded natural Balinese village. The amazing Jasri also has beach which is an

attractive attraction for visitors who visit the village.

Jasri is an old village which is mainly as a residential area, surrounded by rice

fields and gardens with three sections of river flow. Hills in Jasri has made amazing

panorama for visitors who visiting this village. In the south area, panorama of sea and

coastalarea has made this village has a great potential to be developed as a tourists’

destination.

Demography Characteristics

The Jasri tourism village has a population of about 2,711 inhabitants which is

grouped by 6 (six) smaller community groups called "Banjar". The main occupation of

the Jasri’s community is farmers. As tourism village, artisans and self-employed are other

occupation of the community.

As a Balinese community, every activity undertaken in Jasri tourism villageis based

on the philosophy of Tri Hita Karanawhich is the concept of how to make happiness in life

through better understanding of creating harmonious relationship between people and the

God, between people and their society and also between people to the environment. This

concept support the existence of The Jasri village as a village who has a unique culture.

Development of Jasri rural tourism supported by Jasri community society which is called

“Desa Pakraman” as well as supported by local government’s under coordination of

Karangasem Regency.

Tourism Attractions at Jasri Rural Tourism

Jasri tourism village was awarded as one of the ten best rural tourism in Indonesia

in 2013 by The Ministry of Tourism and Creative Economy, Mary Elka Pangestu. The

Jasri rural tourism was also the host for Rural Tourism Award and the Creative Economy

national level in 2014. The glorious achievements of Jasri is phenomenal and really

important point for the future development of rural tourism which will hopefully can

improve community welfare.

Tourism Attractions at Jasri Tourism Village are as follow:


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a) The fire war (Ter-Teran)

Fire War attraction which is referred to throwby the people of Jasri Village,

Karangasem. This fire war is carried out every two years, which held precisely on one

day before Balinese New Year called Nyepi. Purpose of this attraction is a symbol to

move away bad spirit.

b) Rejang Jasri dance, a sacred dance inherited from ancient times, which is still

preserved and will remain inherited, because this dance must be danced by young

women who are just reaching adulthood. This rejang dance is also a dance that

accompanies a major holiday ceremony, which is usually held the day after Kuningan

for about 3 days.

c) Tambur Jasri, is a traditional musical instrument in the form of a large drum, which if

playing requires a person who has a strong enough force in hitting it, in order to make

the sound as desired. Tambur is a passionate inspirational spirit, which is able to

arouse people's enthusiasm to finish work or ceremonies quickly, because in every

traditional ceremony it does require a strong spirit and energy. This instrument is

usually used in ceremonies such as Ngaben, when carrying ash to be discharged into

the sea.

d) Trekking. This attraction invites tourists to explore the nature of rice fields, passing

rivers, climbing hills, which ends at Jasri Beach. In the middle of the trip you are

refreshed with young coconut drinks that are picked directly by local residents.

e) Cycling. This attraction provides two biking trails, the first path will be finished at a

rest point at Taman Ujung and the second path will be finished at the rest point at

white sand.

f) Surfing skiing behind the waves of the sea provides a marvelousexperience for tourists

who love to travel.

g) Village and the City Tour.

h) Several tour options are available for tourists:

i. Village Tour, which takes you around the village to visit several handicraft

objects and traditional buildings and understand the activities of residents in

their daily lives,

ii. City Tour, visiting several objects around Jasri Tourism Village, such as

Traditional Market, Raja Karangasem Palace, Water Palace

Accommodation and Facilities at Jasri Rural Tourism


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Supporting facilities and infrastructure are available in Jasri, such as restaurants,

banks, hospitals, post offices, police stations, shopping centers and others are very easy to

find with smooth public transportation and close distance. The safety and friendliness of its

residents will provide a satisfying holiday for you if you travel in this village.Homestays

are available to support the destination.

Chocolate Production at Jasri Rural Tourism

Competitiveness of Jasri Rural Tourism is the place for Chocolate Production

which is owned by the local Balinese. Sorga Chocolate Maker is the name of brand in the

area of Jasri Rural tourism which is committed to support the Balinese farmers and the

local economy of Bali. With the tagline of “Make your own chocolate bar and truffles”,

this product has become more popular for foreign tourists to come and joint with activities

offered by this firm. Other activities are taste the joy of chocolate organic Bali, see the

chocolate process all the way from fruit to chocolate bar, cooking class and offer many

more of chocolate products like truffles and ice. This attraction has become more popular

for foreign tourists who visiting Bali.

The results indicated that traditional attraction has only been held at the specific

ceremony. Other art and cultural attractions need to be created to be performed to tourists

who visiting Jasri in order to give more sense of Balinese art which might be more

attractive for them to stay longer in Jasri rural tourism.

5.3 Jatiluwih Agritourism: Subak-based Tourist Attraction as Part a Rural Tourism

Attractions at Jatiluwih

Main attractions in Jatiluwih is rice field terraces panorama, farming activities

based on traditional farming practices (subak), religious ceremonies related to the farming

activities (on certain days), and post-harvesting activities including producing foods and

beverages based on local agricultural produces. Jatiluwih also has varieties of agricultural

products. Red rice is the superior product of Jatiluwih which can be used as the main food

for consumption. Red rice can also be processed to be red rice tea either raw product or

red rice tea in a bottle as a consumer product. Black rice has also been produced in


37

Jatiluwih. Coffee and cocoa also grew enormously which has completed the wide range

varieties of plants in the area of Jatiluwih.

Jatiluwih is one of famous rice field terraces in Bali which basically has been

managed by the Balinese traditional farmers’ organisation called subak. According to the

Government of Bali Province Decree Number 9 Year 2012, subak is defined as traditional

organisation in managing irrigation system for farming practices in Bali which has

functions in socio-economy, environment, and religious aspects. Subak is based on the

Balinese local wisdom called “Tri Hita Karana” that is holistic point of views to keep

harmonious and balance relationships between (i) human to the God, (ii) human and

other human beings, and (iii) human to the natural environment. Sutawan (1987) stated

that the duties of subak are: (i) to find out and to distribute water for irrigation; (ii)

maintaining irrigation system; (iii) to solve the internal conflicts related to farming

practices; and (iv) traditional ceremony related to farming practices. Then, subak

contributes to food security, environmental conservation, cultural preservation, protection

to the traditional value, and also support agritourism development.

The traditional value of subak which has been inherited from thousand years ago

has not been found in any other farming system in the world. The traditional value of

subak has been able to strengthen the farmers’ organisation in managing irrigation system

in Bali until now. The existence of this organisation is expressed by collaboration,

coordination as well as integrated communication between subak’ members. The

uniqueness of subak has been recognised by UNESCO as the World Heritage Sites since

July 2012. The existence of subak need to be preserved and maintained, as well as to be

improved in order to increase added value of the rural economic development.

Tourists’ activities at the rice fields including sight seeing (taking photos), trekking,

cycling, having coffee break and/or lunch have been given attentions by tourists. Other

magnificent natural resources were several waterfalls, such as Suranadi Waterfall,

Ceburan, Munduk Klesih, Kedamean, Besi Kalung, and Slingsing Klesih Waterfalls.

Among the above waterfalls, Suranadi Waterfall is the most popular for tourists. Tourists’

activities at the waterfalls are taking bath, swimming, self purification using the water and

meditation.

Jatiluwih has also had natural hot springs, namely Belulang, Piling, Kedampal,

Espa, Beji, and Pesagi Hot Springs. Among the natural hot springs, Belulang and Espa

Hot Springs have been popular to tourists, meanwhile Beji Hot Spring is very famous

related the spiritual activities and natural healing. Tourists’ activities are taking bath,


38

swimming, spa, and enjoying the rice field terrace panorama at the hot springs. Forests

and mountains strengthen competitiveness of the Jatiluwih as a tourism destination.

Several mountainous areas are at surrounding Jatiluwih, such as Mt. Kareban, Mt.

Sengayan and Mt. Batukaru with tropical rain forests as the source of water for irrigation

system. Many type plants grow in the area of forests and have complete the natural

environment of this area.

Agricultural products development at Jatiluwih

Local community at Jatiluwih have created agricultural products to be offered to

tourists who visiting Jatiluwih, such as red rice, red rice tea (raw product), red rice (tea in a

bottle), black rice, coffee, cocoa, etc. The results showed that attraction at three rural

tourism destination has been promising. Lots of variety of attractions offer at these three

rural tourism. Each village has its uniqueness. In Munduk village, the uniqueness can be

seen from the sight seeing and trekking attraction in the surrounding natural environment.

Meanwhile, in Jasri, chocolate production attracted by foreign tourists. On the hand,

Jatiluwih has the uniqueness on rice field terrace and natural landscape with the “subak

system” as local wisdom. All of these uniqueness must be conserved, preserved and

maintained to keep environmentally friendly in the rural tourism area. The results also

show that, art and cultural activities have only been held at the specific event namely at the

real time of traditional ceremony. For the future development of rural tourism, art and

cultural attraction need to be performed for tourists such as traditional dance and other

activities which can create attractive attraction in the village to make them willing to stay

longer in the rural area. To strengthen the competitiveness of rural tourism, community

leaders and community organization have crucial role in encouraging development of rural

tourism through empowerment of the local community.

CONCLUSION

Tourism products and services provided at the three rural tourism destinations

namely Munduk, Jasri and Jatiluwih were clearly identified. Lots of variety of attractions

offer at these three rural tourism. Each village has its uniqueness. All of these uniqueness

must be conserved, preserved and maintained to increase added-value for the community

and to keep environmentally friendly in the rural area, hence, rural tourism can be more

attractive to be visited by tourists.


39

Suggestion for Further Research

Further research need to undertaken. More examples of Rural Tourism need to be

added, such as Pengelipuran and Pemuteran Village. The reasons is that both of these

rural tourisms have been chosen as part of the International Sustainable Tourism.

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