Development Strategy for Cultural Tourism Destinations in the Era

of Digital Technology Transformation

Budiman Mahmud Musthofa

Tourism Vocational Program, Universitas Indonesia, Depok, Indonesia

Keywords: Internet of Things, Digital Tourism, Cultural Tourism, Social Media

Abstract: This paper aims to explain how cultural tourism develops in the era of digital technology transformation. This

study employs a qualitative method using a case study of cultural tourism destination in Saung Angklung

Udjo (SAU), Bandung, West Java, Indonesia. The results show that the development of cultural tourism in

SAU is in line with the rapid growth of digital technologies, particularly with information and

communications technology (ICTs) and the Internet of Things (IoT). Increasing the competency of human

resources related to information and communication technology literacy has proven to have a positive impact

on increasing tourist visits. SAU can use digital facilities as a medium of promotion, marketing and education

through various digital platforms such as web sites, Facebook, Youtube, Twitter, Instagram and various other

social media facilities so that it impacts on the development of this tourist destination. This study expands the

existing literature on cultural tourism by looking into how the ICTs has influences the tourism business. The

findings provide an insight into how digital means could be utilized to develop a thriving cultural tourism

destination, and this is important to show how culture can be protected and promoted more widely through

various digital platforms.

1 INTRODUCTION

The tourism industry has now become a very

complicated business. The tourism industry has a

significant influence on economic development and

population welfare (Uysal, 2015). Recent tourism

studies focus more on welfare aspects. Tourism

studies began to focus on welfare through various

terms such as ‘quality of life’ (QoL) and ‘life

satisfaction’ (Smith, 2017). Tourism study also

considered an effective method for reducing poverty

from communities because it provides many jobs and

opens opportunities to sell various local products

(Hung & Hauh, 2019).

Tourism destination is one part of the tourism

industry’s supply chain. Tourism destination

management involves not only the aspects of

management but also involves several factors such as

culture, attraction, marketing, branding, promotion,

and communication. Now, the tourism industry has

used information and communication technology

(ICT) to obtain information about almost all tourism

transactions, market structures, customer needs, and

various other information in a single electronic

platform. Tourism development has now entered the

era of the internet of things (Babu, 2016). At present,

the tourism industry uses information technology to

get information about almost all tourism transactions,

market structure, customer needs, in a single

electronic platform. Moreover, internet users in 2015

are 45% which is projected to increase by 51.5% in

2019 globally (Babu, 2016).

In the current era of the internet of things,

opportunities for developing tourist destinations,

especially cultural tourism destinations, are getting

bigger by utilizing ICT media to increase profits in

managing these destinations. Cultural tourism is

characterized as tourism that respects traditions that

are managed to balance commercial aspects and

heritage conservation. Research on cultural tourism

focuses mostly on scientific, historical,

anthropological, or cultural criteria set by experts

(Parkinson, Scott, & Redmond, 2016). At present,

there has been a paradigm shift in the tourism industry

where changes from cultural tourism to creative

tourism. The creativity displayed in cultural tourism

destinations contributes to improving the quality of

life of the community, increasing local pride, and

preserving local culture to the creative experiences

that tourists feel (Carvalho, 2016).

Mahmud Musthofa, B.

Development Strategy for Cultural Tourism Destinations in the Era of Digital Technology Transformation.

DOI: 10.5220/0010028400002967

In Proceedings of the 4th International Conference of Vocational Higher Education (ICVHE 2019) - Empowering Human Capital Towards Sustainable 4.0 Industry, pages 26-32

ISBN: 978-989-758-530-2; ISSN: 2184-9870

The development of digital technology and the

internet of things has brought an unprecedented

transformation and the creation of new opportunities

for the tourism industry that change tourist behaviour

in many ways. Current developments indicate that the

internet is a source of information and sharing travel

experiences. Access to tourism-related information

has also undergone fundamental changes, and travel

information can be easily accessed via the Internet

(Chiao, 2018). For destination managers, information

technology is considered an essential thing in the

innovation of the tourism business today. One of the

most common is the existence of a web site. The web

site is not only a mediator of communication with

customers but also has an impact on the growth of

competitiveness in the tourism sector. Web sites play

an essential role in the process of exchanging

information between both parties “buyers and

sellers”. The success of a tourist destination depends

on the competitiveness of tourism services, including

the elements of the website. Website analysis usually

includes website e-service factors, interactivity,

design, information, and functions (Fominienė,

2016).

The internet of things has also changed the

experience of tourists when they start planning trips

while travelling. They return to their home areas until

tourists remember/memorized their experiences. The

use of the internet and social media platforms allows

travellers to share their knowledge and experiences.

The sharing of tourism activity is a new element in

creating meaningful travel experiences. The social

media platform has opened up new spaces of dialogue

among people, including share and discussion about

tourism services, travel, and tourist destinations

(Sotiriadis, 2017). For destination managers, the

development of the integration of information and

communication technology services is an inevitable

trend for the development of tourism in the future.

The cultural tourism platform has an essential

meaning in integrating interdisciplinary technology

to create collaboration between tourism and

information technology (Chiao, 2018).

The development of ICT has revolutionized

communication and spawned the formation of online

communities. Promotion through the dissemination

of images and activities online is vital (Marine, 2017).

Sharing tourist experiences shared online has

influenced consumers’ perceptions and choices. This

experience sharing also affects pricing in business,

service innovation, and tourist motivation and

destination managers. Furthermore, tourism service

providers also get positive and negative impacts of

various customer reviews. Therefore, online reviews

are exciting and essential for management and

marketing functions. From a practical perspective,

findings and suggestions must be fascinating for

industry practitioners to assist them in facing

challenges in the online context. (Sotiriadis, 2017).

The development of ICTs is interesting to study

during the development of cultural tourism in

Indonesia, which globally cultural tourism has

developed into creative tourism. Cultural tourism

destinations tend to be in rural areas. Rural areas

usually become an attractive environment because

they have a distinctiveness that is different from

urban life. Rural areas usually have an interesting

natural, cultural, and historical potential and

harmonious social life. This area is an attraction for

tourists as a place to spend their free time.

Contemporary postmodern visitors and millennial

genres will be interested in finding authentic and

unique experiences that rural areas can provide by

utilizing their resources. (Jarabkova, 2012).

Nevertheless, over time, many rural areas have

developed into cities. One example of the

phenomenon of shifting rural tourism occurred in

Bandung, West Java. Modernization in Bandung has

had an evolutionary effect on tourism activities from

cultural tourism to more consumptive patterns such as

shopping-culinary activities. Develop new facilities

and other potential new attractions, which positively

not only offer tourism destinations themselves but

also become a new branding force for Bandung

destinations and cities (Hermawan, 2018).

Cultural tourism has recently been re-affirmed by

the UNWTO as a significant element of international

tourism consumption, accounting for over 39% of

tourism arrivals. Cultural tourism research has also

snowballed, particularly in fields such as cultural

consumption, cultural motivations, heritage

conservation, cultural tourism economics,

anthropology, and the relationship with the creative

economy (Richard, 2018). From various studies

related to the development of cultural tourism and the

development of the internet of things in the digital era

described above, in the context of cultural tourism in

Indonesia, it is important to study because currently

tourism is a priority in the context of Indonesia’s

national development and a conventional cultural

tourism destination development model need to be

developed as ICTs advances. This study discusses

cultural tourism in the digital era by raising a case

study of Saung Angklung Udjo in Bandung, West

Java as the most significant cultural tourist

destination in West Java. The Saung Angklung Udjo

cultural tourist destination, which was established in

1966, has now become an international tourist

Development Strategy for Cultural Tourism Destinations in the Era of Digital Technology Transformation

destination visited by more than 250,000 tourists each

year. The question that needs to be answered is how

the development of Saung Angklung Udjo is a

cultural tourist destination in the digital era and how

ICTs have contributed to the development of Saung

Angklung Udjo until today.

2 LITERATURE REVIEW

Tourism, according to Indonesia Law No. 10 of 2009

is a variety of tourism activities and is supported by

various facilities and services provided by the

community, entrepreneurs, the Government, and the

Regional Government. Whereas Tourist Attraction is

anything that has a uniqueness, beauty, and value in

the form of natural, cultural, and human-made

diversity that is the target or destination of tourist

visits. The framework for developing tourism

destinations Cooper consists of the main components

(Cooper, 2000; Sunaryo, 2013) as follows:

a. The attraction that includes uniqueness and

attraction based

Nature, culture, or artificial.

b. Accessibility includes the ease of

transportation facilities and systems.

c. Amenities include supporting facilities and

tourism support.

d. Ancillary Service supports tourism activities.

e. Institutions have authority, responsibility, and

role in supporting the implementation of

tourism activities.

Cultural tourism is the movement of persons to

cultural attractions away from their usual place of

residence, intending to gather information and

experiences to satisfy their cultural needs (Richard,

1996). 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 are related 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 (UNWTO, 2017: 18).

The development of ICTs and IoT currently

closely related to industrial revolution 4.0, which was

born from a project initiated by the German

government to promote computerization of

manufacturing. Industry 4.0 was characterized by an

increase in digitalization of manufacturing driven by

four factors: 1) increased data volume, computing

power, and connectivity; 2) the emergence of

analysis, capability and business intelligence; 3) the

occurrence of new forms of interaction between

humans and machines; and 4) improvement of digital

transfer instructions to the physical world, such as

robotics and 3D printing (Lee, 2013). The digital

revolution and the era of technological disruption are

other terms of industry 4.0 called the digital

revolution because of the proliferation of computers

and the automation of records in all fields. Industry

4.0 is said to be an era of technological disruption

because automation and connectivity in a field will

move the industrial world and work competition not

linear (Yahya, 2018). This era is increasingly

globalizing when the internet becomes a part of

everyday life.

The internet is a handy tool for promoting and

marketing tourism destinations. Promotion can be

used as a tool to disseminate messages (so that

inevitably must involve the role of the media) for a

particular purpose or purpose (Liliweri, 2011),

including the following: 1. Informing, 2. Persuading,

3. Reminding. One of the most developed and active

promotional media in this era is through digital media

and social media. Communities have found abundant

convenience since entering the internet era so that it

is increasingly easy to connect to communicate with

each other. Humans communicate, behave, work, and

think as a digital society (Supratman, 2018). Social

media is an internet service that allows people to

interact freely, share, and discuss various

information. This social media is an interactive media

that allows reciprocal information flow that allows

users to participate and modify the form and content

of the information at that time (real-time) (Morrisan,

2010).

ICTs and IoT have now become an essential

component in tourism development strategies

(Pranita, 2017; Zsarnoczky, 2018). The development

of digital technology has led to a global trend, where

people are preoccupied with capturing moments of

travelling with photos and videos which they then

upload to various social media platforms. Several

social media platforms currently include Instagram,

Facebook, Twitter, YouTube, WeChat, Line, Path,

and various other social platforms.

3 RESEARCH METHODOLOGY

This study uses a qualitative approach. A qualitative

approach is an approach carried out in a natural

setting and the data collected is generally qualitative

(Creswell, 2010). This research was conducted by

ICVHE 2019 - The International Conference of Vocational Higher Education (ICVHE) “Empowering Human Capital Towards Sustainable

4.0 Industry”

raising a case study of Saung Angklung Udjo, a

cultural tourism destination located on Jalan

Padasuka No 118, Bandung, West Java. The

technique of selecting informants that the researchers

used was purposive sampling, where researchers

chose a typical sample based on specific knowledge

or selection criteria.

4 RESULTS AND DISCUSSIONS

4.1 Saung Angklung Udjo Short Profile

Saung Angklung Udjo was originally an angklung art

studio founded in 1966 by Udjo Ngalagena with his

wife Uum Sumiyati. Saung Angklung Udjo is located

in the city of Bandung precisely on Jalan Padasuka

No. 118, Bandung, West Java. Udjo Ngalagena is a

junior high school teacher who has a very high talent

and love for Sundanese art, especially gamelan and

angklung. Udjo loved angklung since childhood, and

then studied with Daeng Soetigna, a figure known as

the Angklung Indonesia, so his skills were

increasingly honed both in making angklung and

making shows with angklung. The establishment of

Saung Angklung Udjo is also inseparable from the

support of his teacher. Saung Angklung Udjo (SAU)

was established to preserve the typical Sundanese

arts. Initially, the activities at SAU were the

production of angklung and angklung training given

by Udjo to surrounding children, which later

developed into a tourist show. At present, SAU is a

tourist destination, primarily cultural tourism,

creative tourism, and education in Bandung, West

Java (Musthofa, 2019).

The development of angklung was pioneered by

various angklung musicians, including Daeng

Soetigna and Udjo Ngalagena to make angklung

known in various parts of the world. Finally, on

November 16, 2010, 44 years after SAU was

established, angklung was designated as The

Representative List of the Intangible Cultural

Heritage of Humanity by UNESCO in the 5th session

of the UNESCO Inter-Governmental Committee in

Nairobi, Kenya. The development of the SAU

destination that has been running since 1966 to date

is inseparable from the main components of

destination development (Cooper, 2000; Sunaryo,

2013) as follows:

a. The existence of a unique and special object of

tourist attraction and cultural tourist attraction

considers the elements of culture, nature, and

community participation which preserves the

village life of the Sundanese community.

Saung Angklung Udjo has a learning and

performance arena, a bamboo handicraft

centre, an angklung making workshop,

accommodation, and restaurant facilities, a

souvenir shop, and various other facilities that

support a tourist destination. Every day

angklung performances are held at 15.30-

17.00. The show contains several

performances such as puppet show

demonstration, heparan ceremony, traditional

dance, beginner angklung, angklung orchestra,

mass angklung, and arumba (strains of bamboo

clumps). At the end of the show, the audience

was invited to dance with the children.

b. Accessibility to SAU is effortless and is

supported by a vast transportation system

which includes the ease of transportation

facilities and systems. There is a lot of access

to the location, considering the location is quite

strategic in the city of Bandung.

c. Amenities that include tourism support and

support facilities around SAU are numerous.

Even SAU provides these facilities such as

guest houses, restaurants, cafes, souvenir

shops and various service facilities to facilitate

visitors both within the SAU environment and

nearby.

d. Many public facilities support tourism

activities in SAU, such as office services and

tourist information; brochures, tourist profiles,

maps, tour guides, and various support

facilities provided by the local government.

e. SAU’s institution has been in the form of a

Limited Company, so it has the authority,

responsibility, and role in supporting and

developing the destination and its various

attractions. In 2018 according to data from the

SAU HR section, at least 130 employees were

working in the internal scope, and overall the

number of people involved in operations

reached 1,000 people. One hundred thirty of

these employees are SAU’s office employees

who earn a monthly salary, while 1000 people

involved in operations are partners, angklung

craftsmen, and material suppliers.

Fulfilment of the five elements of destination

development, as described above, proved to provide

many contributions to the success of SAU in inviting

tourists. Statistically, the development of SAU was

shown through the number of tourist visits that

continued to increase. In 1977 as many as 5755

touris.ts, in 1987 as many as 16,161, in 1997 as many

as 38,445, 2007 as many as 59,792, in 2010 jumped

Development Strategy for Cultural Tourism Destinations in the Era of Digital Technology Transformation

to 136,212, 2016 visitors 269,493 with details

239,585 were domestic tourists , 29,908 are foreign

tourists. In 2017 there were 231,564 visitors with

details of 205,324 domestic tourists and 26,240

foreign tourists (Musthofa, 2019)

4.2 Saung Angklung Udjo in the Era of

Digital Technology Transformation

Various efforts to increase the innovation of cultural

tourism products at SAU continue to be carried out.

Of course, this product innovation is in line with the

improvement of the HR competencies of the creative

team. In terms of business, the competition in the

tourism industry and the many art performances in

Bandung, national and international levels make

Saung Angklung Udjo have to continue to make

improvements and strategies to attract visitors and the

public, given that there are many other performances

outside the SAU arena. In addition, competition at the

international level is also increasingly interesting

considering that the era of the creative economy has

penetrated the divisions of the country, so many

foreign countries are interested in learning and

developing angklung.

The players improved their competence both in

necessary skills mastery of angklung and its

development, including the use of various types of

angklung and other musical instruments. HR

competency in the performance section is not only

trained to play conventional angklung but also digital

angklung. Saung Angklung Udjo captured the

opportunity for the development of digital technology

and the development of the internet of things very

quickly. SAU has collaborated with various parties

trying to create and package angklung for the

millennial generation.

In 2012 Saung angklung Udjo held an

interactive event to play digital angklung together.

Participants play digital Angklung through iPhone,

iPad, and iPod touch. This digital angklung

application is called angklung, which can be

downloaded via the AppStore. The app store has

developed the i-Angklung application for

iPhone/iPod /iPad users. The i-Angklung application

was created in November 2011 by Dhany Irfansyah

and Yulis Wibowo. The way to play it is almost the

same as playing angklung, which is by shaking the

iPad or iPhone, and players can also use a finger, the

angklung image on the screen is shaken right and left

(bandung.bisnis.com). Furthermore, an Android-

based angklung application has also been developed,

which can be downloaded and played by the public

(Daeanza, 2017).

The marketing division pays great attention to

developing competencies with mastery of

conventional and digital marketing strategies.

Tourism development in SAU is inseparable from the

development of digital technology and the use of the

internet of things. Other supporting sections, such as

public relations and corporate secretaries, have also

been provided with digital knowledge. At present,

there is even specialization in work, such as the

presence of employees who are individually

responsible for managing websites, Facebook,

twitter, youtube, Instagram, and various uses of social

media with various platforms. HR in marketing also

uses social media tools to promote SAU. An online

visitor, for example, will be able to communicate

directly via the https://angklungudjo.com/ web site,

because there are special chat features through the

WhatsApp application. There are special features that

serve ticket purchases online, and there are also

WhatsApp marketing features. Strength of SAU’s

social media promotions in 2019, On Twitter,

@angklungudjo is a one-stop cultural workshop of

the performance venue, a bamboo handicraft centre,

bamboo instrument workshop & educational centre –

Angklung in particular. Tweets Tweets, current page.

17.9K, Following 596, Followers Followers 14.5K;

Instagram @angklungudjo, have 1,126 posts, 26.6k

followers, 170 followings; Youtube channel Saung

Angklung Udjo with 8,260 subscribers and 120

videos; Facebook Saung Angklung Udjo with 47,503

likes and 49,816 Followers.

Instagram marketing communication strategies

is an example of carrying out by Saung Angklung

Udjo. An Admin on social media Instagram Saung

Angklung Udjo provided information about the

Evening Bamboo Show. Saung Angklung Udjo use

of the caption feature through Instagram in providing

ongoing event information with three languages,

namely Indonesian, English, and Sundanese, that

make information can be conveyed and understood

even by foreign tourists. Related information contains

a message in the form of an invitation to visit Saung

Angklung Udjo and participate in preserving

Indonesian culture. The use of the contents of the

clear caption, mentions feature, hashtags facilitated

consumers in searching for information and start

using the share feature and selecting good photos to

post, the results have also been seen with the increase

in Saung Angklung Udjo Instagram followers, and

the many tourists visited to study this Sundanese

original art.

Creativity in Human Resources Saung

Angklung Udjo is essential in promoting SAU

cultural tourism destinations. As explained in the

ICVHE 2019 - The International Conference of Vocational Higher Education (ICVHE) “Empowering Human Capital Towards Sustainable

4.0 Industry”

previous section, the promotion has three main

objectives to be achieved, namely Informing,

Persuading, and Reminding (Liliweri, 2011).

Creativity here starts with creative planning content,

creative processes to the birth of creative products

that are then conveyed to the broader community

through social media, and various digital platforms.

Communication strategy planning is carried out to

produce promotions that have an impact on achieving

these 3 objectives. Promotion through social media

has a two-way impact, both for message senders and

message recipients. Response and feedback from the

community as the recipient of the message becomes

vital in the promotion process. From the Promotion of

Saung Angklung Udjo cultural tourist destinations on

Facebook, Twitter, and Instagram social media, there

are many direct responses from followers and also

some feedback in the form of suggestions, input, and

other forms of communication. Feedback obtained

through social media is usually in addition to posting

comments on Facebook and Instagram, as well as

replies on Twitter, also in the form of likes, shares,

and retweets, and questions in direct messages both

about SAU, angklung and tourism in Bandung.

Creativity in promoting Saung Angklung Udjo

cultural tourism destinations to date can be said to

have succeeded in increasing the number of tourists

visiting SAU.

5 CONCLUSIONS

Increasing the competence of human resources

related to communication and information

technology (ICTs) literacy and the use of digital

technology has proven to have a positive impact on

SAU. Technology literate human resources are able

to use digital facilities as a medium of promotion,

marketing, and education to increase the number of

tourists visits so that they contribute significantly

economically. The use of digital facilities as a media

for promotion, marketing and education through

various digital platforms such as web sites, Facebook,

youtube, twitter, Instagram and various other social

media facilities has an impact on the development of

tourist destinations Saung Angklung Udjo. In the end,

in a broader context, the existence of the digital era

provides opportunities that can be used to develop the

cultural richness of a nation. Through ICTs, cultural

wealth can be protected, developed, and promoted

more widely through various digital platforms that

have an impact on improving people’s welfare.

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