Digital based Coastal Tourism Development in Revolution 4.0 Era:

Study on Kampung Nipah Serdang Bedagai

Arief Marizki Purba, Onan Marakali Siregar and Fernanda Putra Adela

Faculty of Political and Social Science, Universitas Sumatera Utara

Keywords: Tourism Development, Digitalization, Ecotourism, Industrial Revolution 4.0.

Abstract: Tourism is one of the development sectors that is currently being promoted by the central government

because the potential for foreign exchange generated is very large. The number of tourist arrivals to North

Sumatra in 2016 was 233,643, then in 2017 it was 261,736 while in 2018 it was 275,394 visits (BPS Data

2018). One of the potential coastal areas is the Mangrove Coast Village in Kampung Nipah in the Regency

Serdang Bedagai. Which is also the east coast region of North Sumatra, has the majority of livelihoods as

fishermen who started operations in 2012. This area is managed through strengthening social capital through

Muara Baimbai Multipurpose Cooperative. The problem so far, the tourism potential in Kampung Nipah is

unknown to many people. This is due to the lack of information related to the ecotourism area. Making the

number of visits continue to decline in the last 3 years due to the lack of digital promotions. In the era of the

industrial revolution 4.0 as it is today that puts forward the components of big data, internet things (fast

internet) and cloud computing (data storage in the cloud) which all matters related to tourism are massively

promoted through the internet.

1 INTRODUCTION

Tourism is one of the development sectors that is

currently being promoted by the central government

because the potential for foreign exchange generated

is very large. Where according to 2019 Ministry of

Tourism data the tourism industry generated foreign

exchange of 15 billion US dollars in 2016, then 13.5

billion US dollars in 2017 and 17 billion US dollars

in 2018 with the number of foreign tourists visiting

1,510,764 foreign tourist visits (Anggraini, 2019).

Meanwhile, for the Province of North Sumatra

which has beautiful nature, culture, crafts, culinary,

and recreation is very potential for tourists, both

local and foreign tourists. This can be proven from

the number of tourist visits which has increased

from year to year coming to North Sumatra. The

number of tourist arrivals to North Sumatra in 2016

was 233,643, then in 2017 it was 261,736 visits

while in 2018 it was 275,394 visits (BPS, 2018).

Potential areas in North Sumatra are spread in

mountains, cities, forests and coastal areas. One of

the potential coastal areas is Kampung Nipah

Mangrove Coast in Serdang Bedagai Regency,

North Sumatra Province which is also an area of the

East Coast of North Sumatra with the majority of

livelihoods as fishermen who began operating in

2012. This area is managed through strengthening

social capital through a cooperative unit named

Multipurpose Business Cooperative (KSU) Muara

Baimbai.

Empirically, the people of Sei Nagalawan

Village social capital have very strong. This is

evidenced by social ties and strong social solidarity

as an important buffer of development and

community activities through self-help. Self-help

and mutual cooperation became the main buffer of

the village in developing the ecotourism area of

Kampung Nipah (Natadjaja, 2012). The uniqueness

of this tourism area is the management of mangrove

forests in an orderly, sustainable and beautiful area.

As well as food and beverage products made from

raw mangroves such as mangrove chips, mangrove

syrup and dodol mangrove sold near the beach

which we rarely find in other tourism areas (Hasan,

2015).

The problem so far, the tourism potential in

Kampung Nipah is unknown to many people. This is

due to the lack of information related to the

ecotourism area, making the number of visits

continue to decline in the last 3 years due to the lack

of digital promotions (Oliveira, 2014). What's more,

264

Purba, A., Siregar, O. and Adela, F.

Digital based Coastal Tourism Development in Revolution 4.0 Era: Study on Kampung Nipah Serdang Bedagai.

DOI: 10.5220/0010017802640269

In Proceedings of the 3rd International Conference on Social and Political Development (ICOSOP 3 2019) - Social Engineering Governance for the People, Technology and Infrastructure in

Revolution Industry 4.0, pages 264-269

ISBN: 978-989-758-472-5

in the era of the Industrial Revolution 4.0 as it is

today that puts forward the components of big data,

internet things (fast internet) and cloud computing

(data storage in the cloud) which all matters related

to tourism are massively promoted through the

internet.

The reason is that information regarding plural

tourist commodities is found on social media. These

commodities are facilities that are produced and

distributed between tourism sector entrepreneurs and

tourists (Purwanto, 2003). From this activity and

tourism business manager travelers form a network

that ultimately consciously or not boils down to the

networking of public institutions (network society)

to the development of tourism itself (Nasrullah,

2015).

The use of technology in the development of

tourism in various parts of the world including in

Indonesia itself is being popularly developed

through ICT (Information and Communication

Technology)( Kapllani, 2017). Its development is

used as a tourism information media related to

aviation, lodging, food, transportation to handicrafts

that have been marketed through digital applications

based online (Yulianto, 2015). This means that

natural beauty without the support of good

marketing certainly will not be maximized (Maria,

2016).

Moreover, the fierce tourism business

competition due to different management, both with

large capital entrepreneurs, medium capital and

small capital makes each region must have its own

uniqueness (Wulandari, Polla, and Novita, 2016).

This is important so that the tourism industry has a

competitive advantage, both related to the quality of

service, cleanliness, type of food and beverage, the

quality of lodging to the preservation of nature

through wider promotional media through digital.

This means that the progress of the Mangrove Coast

tourism area of Kampung Nipah must have a wider

impact, not only to increase Local Revenue (PAD)

but also related to the welfare of the community

itself.

Therefore, the progress of the tourism sector will

also encourage products of micro, small and medium

enterprises (UMKM) in the region. Therefore, the

study entitled Digital-Based Coastal Tourism

Development in the Industrial Revolution Era

4.0(Study on Kampung Nipah, Sei Nagalawan

Village, Serdang Bedagai Regency) is important to

be carried out in the context of the advancement of

Kampung Nipah tourism.

2 METHOD

This research is a qualitative research with a

positivism paradigm. Researchers collected data by

interview and observation methods as primary data.

Then secondary data from international journals,

national journals, books, documents and press

releases. The collection of research data is then

carried out through a review of documents or reports

relating to the focus of research relating to tourism,

digitalization and the industrial revolution 4.0.

3 RESULTS

3.1 Potential of Nipah Village

The people of Sei Nagalawan Village in Perbaungan

Sub-District, North Sumatra Regency or Nipah

Village have experienced the difficulty of

fishermen's life, when mangroves on the coast of Sei

Nagalawan Village, Serdang Bedagai Regency,

North Sumatra Province were completely exhausted

for development. The success of the Soeharto

government concept to open tiger shrimp farms

along the East Coast coast of North Sumatra in the

mid 1980s left no choice but to carry out the new

order program.

The impact was felt by fisherman Sei Nagalawan

for two decades. In addition to the threat of sea

abrasion that has approached the homes of fishermen

due to no more mangroves that hold waves of sea

water. Also the catch of shrimps and crabs, which

become the destination of fishermen, is getting

smaller due to the mangrove crisis. Because, the best

place for shrimp and crabs to breed is mangroves.

Little mangrove also contains shrimp and crabs

produced from the area, and vice versa (Natadjaja,

2012).

This yearning finally aroused the hearts of some

Sei Nagalawan Village fishermen so that the

narrative about sustainable mangroves is not just a

legend. In 2005, Fishermen then tried to make this

happen by planting mangroves independently along

the coast of Sei Nagalawan Village which is also the

East Coast region of North Sumatra. The fishermen

were not whiny, nor begging for government

assistance. Walking forward, standing tall even

though alone.

While planting mangroves, the wives of

fishermen also develop traditional snack products.

This development they pioneered from 2004-2009

independently. Seeing the growing business, arises

Digital based Coastal Tourism Development in Revolution 4.0 Era: Study on Kampung Nipah Serdang Bedagai

265

the desire of the people of Sei Nagalawan Village to

be able to escape from the problems of poverty they

have experienced so far. Apart from the trap of

middlemen whose relationship is very exploitative

socio-economically and out of debt bondage to the

tauke whose interest is very large reaches 20-30%.

According to Ahmad Yani the deputy chairman

of the KSU Muara Baimbai;

"The choice was in 2012, fishermen Sei

Nagalawan founded a cooperative called the

Muara Baimbai Multipurpose Cooperative (KSU)

whose idea and activity was to manage an

educational and mangrove-based tourist attraction

called Kampung Nipah. The response from

visitors was very good for the ideas and creativity

of fishermen. ”

For 5 years the mangrove-based ecotourism area

has been running. Now, fishermen from Sei

Nagalawan Village feel the effects themselves. They

have escaped the debt bondage to theuke, already

have an independent business. The price of

admission (HTM) to Nipah Village is priced at Rp

10.000,-/person, while a coconut is valued Rp

10.000,-. Then visitors can also enjoy grilled fish,

fresh shrimp (fried, sweet/sour soup) for Rp 10.000,-

/ounce, fresh crab (sweet / sour soup) for Rp 8.000,-/

ounce, and also black coffee for Rp 8.000,-/cup.

While for purposes prewedding there is a

package provided by the manager of Nipah village,

the price is 200 thousand / package. Do not forget

for tourists who want to hear directly the tour guide

for mangrove education and planting priced at 100

thousand per person. Of course the most unique

things in Kampung Nipah are also sold traditional

food without preservatives made from mangrove

raw materials such as; nipah chips, jeruju tea, dodol

and syrup which cost 10 thousand each. The

manager of Nipah village also provides a place of

prayer, lodges and homestays for tourists who want

to stay at Kampung Nipah.

The community is able to build trust, social

networks and cohesiveness between them. Moreover

they are also able to unite different ideas and

perspectives. Because, in Kampung Nipah itself,

including plural with three major tribes; Javanese,

Malay and Banjar. They are able to show to many

people that the hope of escaping poverty can be

realized immediately if done sincerely, sincerely and

consistently.

3.2 Impacts of Ecotourism

In the concept of ecotourism, varied market tastes

also become an obstacle for small industries to

develop even though they have extraordinary

potential if developed. Limited insight in developing

this industry is sometimes unable to answer

problems that occur. Because, business actors are

confined by understanding a product. Yet if we look

closely, there are many factors that cause a product

to be underdeveloped, lack of promotion, rejected by

the market, unsold, easily damaged / mushroomed or

easily destroyed. This often happens for snack food

home industries in rural areas.

In various studies the local economy, should not

be forgotten is the condition of social capital (social

capital) rural communities that are already very

strong. Village communities have a variety of strong

social ties and social solidarity, as an important

buffer of government, development and community

activities (Dolnicar, 2017). Self-help and mutual

assistance have proven to be the main buffer of the

village. Although on the one hand, the wealth of

social capital is inversely proportional to economic

capital. Rural community social capital consists of

social ties (social bonding), social bridge (social

bridging), and social networking (social linking).

Of these three aspects, parochial (limited) village

community social ties are the most superficial social

capital that is unable to facilitate economic

development, realize socially empowered villages,

and have local democracy. To free the limited social

bonds (social bonding) it is necessary there is an

independence movement of the village community

(Omara and Purnamasari, 2008). The development

of the village economy through the home industry

can be increased through the development of the

potential of the village economy independently and

in a participatory manner. Moreover, the region has

extraordinary uniqueness. For example the region is

a tourism area and has tremendous potential in easy

marketing, product characteristics and product

health insurance (related to preservatives).

This condition occurs in the tourism area of

Kampung Nipah which is overgrown with

mangroves. Mangroves are tree species found along

coastlines in the tropics, and support various

ecosystem services, including fisheries production

and nutrient cycling. Kampung Nipah is located in

the village of Sei Nagalawan, Serdang Bedagai

Regency, North Sumatra Province which is also an

area of the East Coast of North Sumatra, the

majority of whom make a living as fishermen which

is also a tourism area. Where Kampung Nipah

tourism area is managed by fisherman Sei

Nagalawan Hamlet III.

ICOSOP 3 2019 - International Conference on Social Political Development (ICOSOP) 3

266

Figure 1: Location map to kampung nipah mangrove beach.

Figure 2: Beach mangrove Kampung Nipah (personal documentation).

Located 60 km from the city of Medan, with a

long journey of approximately 2 hours to the tourism

area of Kampung Nipah. The wives of fishermen in

the village of Sei Nagalawan, especially Hamlet III,

developed the light food industry as a solution to

solving their household needs. Because, being a

fisherman's wife by simply hoping for the husband's

catch is sometimes not enough and speculative

depending on natural conditions and weather.

Sometimes, if their husbands catch a small

amount, the fishermen of Sei Nagalawan Village

must owe it to theemployer a result, if you already

owe it to the tauke, the relationship between the

fisherman and the tauke becomes economically and

socially exploitative, which results in an

extraordinary dependency. This is also one of the

reasons why structural poverty often occurs in

coastal areas.

In an effort to overcome the poverty of fishermen

in Sei Nagalawan Village through the Muara

Baimbai Multipurpose Cooperative (KSU)

managing education-based tourism objects and

mangrove forests called Kampung Nipah . The

development of Muara Baimbai KSU has

significantly progressed in the development of

Kampung Nipah.

Furthermore, territorially the Kampung Nipah

Tourism area is located in Perbaungan District

Digital based Coastal Tourism Development in Revolution 4.0 Era: Study on Kampung Nipah Serdang Bedagai

267

which is one of the villages in 26 villages and 2

villages. Sei Nagalawan's population in 2015 was

3010 people. The number of women reaches 1520

while the number of men is only 1490. Where

Kampung Nipah is located in hamlet III Sei

Nagalawan Village, whose livelihood is the majority

of fishermen. There are 167 fishermen in Hamlet III

Sei Nagalawan. But those who entered the Sei

Nagalawan Multipurpose Cooperative (KSU)

numbered 74 fishermen out of 41 families.

3.3 Development of Digital-based

Ecotourism

The problem so far is the number of visits of local

and foreign tourists continues to decline. This is due

to the potential of tourism in Kampung Nipah not

known to many people due to the lack of promotion

using social media. What's more, in the era of the

Industrial Revolution 4.0 as it is today that puts

forward the components of big data, internet things

(fast internet) and cloud computing (data storage in

the cloud) which all matters related to tourism are

massively promoted through the internet.

The reason is that information regarding plural

tourist commodities is found on social media. These

commodities are facilities that are produced and

distributed between tourism sector entrepreneurs and

tourists (Purwanto, 2003). From this activity tourism

business managers and tourists form a network that

ultimately consciously or does not lead to networked

society institutions (network society) to the

development of tourism itself (Nasrullah, 2015). The

use of technology in the development of tourism in

various parts of the world including in Indonesia

itself is being popularly developed through ICT

(Information and Communication Technology). Its

development is used as a tourism information media

related to aviation, lodging, food, transportation to

handicrafts that have been marketed through digital

applications based online (Yulianto, 2015). This

means that the beauty of nature without the support

of good marketing certainly will not be the

maximum result.

4 CONCLUSION

Marketing communication of the ecotourism area of

Kampung Nipah Sei Nagalawan Village is an

attempt to convey a message to the public especially

consumers about the existence of a tourism situation.

The marketing communication of the ecotourism

area of Kampung Nipah, Sei Nagalawan Village

through social media is the road used to explain the

flow of information about products from the

authorities to the tourists. Marketers use advertising,

direct marketing, publicity, sales promotion, and

direct sales to provide information that they hope

will influence consumer purchasing decisions. In

addition, the development of technology,

information, and communication that continues to

increase makes the number of internet users higher

throughout the world each year, including Indonesia.

Besides Facebook, Twitter, YouTube, Path, Line,

and BBM which are the favorite social media of the

Indonesian people, one of the social media that is

now growing rapidly is Instagram. With the number

of users continues to increase, instagram be great

opportunities for businesses in the conduct of the

promotion strategy in developing the ecotourism

area of Kampung Nipah Sei Nagalawan namely

advertising advertising through social media, then

personal selling is the interaction between

individuals, to meet each other face intended to

creating, improving, controlling, or maintaining

mutually beneficial exchange relations with other

parties with social media.

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