The Development Strategy of Batang Koban Tourism Object in

Kuantan Singingi Regency through Sustainable Approach

Syafri Harto

and Ismandianto

Department of International Relations, Universitas Riau, Kampus Bina Widya KM. 12,5 Simpang Baru, Pekanbaru,

Indonesia

Department of Communication, Universitas Riau, Kampus Bina Widya KM. 12,5 Simpang Baru, Pekanbaru, Indonesia

Keywords: Strategy, Tourism, Competitiveness, Sustainability.

Abstract: The arrival of domestic and international tourists in Indonesia tends to improve year by year. Otherwise, the

growth of tourists’ arrival to Riau rovince especially to Kuantan Singingi Regency is lower than the growth

of domestic and international tourists’ arrival. It is caused by the lack of competitiveness and sustainability

of the tourism object which contains of eight aspects. They are attractiveness, human resources, accessibility,

regulation, marketing strategy, institutional, environment, and business climate. This research aims at

improving the development strategy of local tourism object especially Batang Koban Waterfall to be

competitive and sustainable. Qualitative method used to analyze the data of interview results from the society

and the person who involved in developing the tourism object. The result of this research is expected can be

able to help the society in developing the potency of tourism object in Kuantan Singingi Regency as well as

determine the best design to develop the local potential tourism object. So, the supporting strategy should be

appropriate with the priority sequences such as human resources development, sustainability tourism

development, stakeholder’s commitment, and marketing strategy development.

1 INTRODUCTION

Constitution No. 10, 2009, about tourism, describes

that the development of tourism is needed to support

the equal distribution of business opportunity and

obtain the benefit, and capable of facing the local,

national, and global life changing challenge.

The development of tourism is generally directed

as the main sector in supporting the economy growth,

local revenue growth, empowering society economy,

expanding the employement and business

opportunity, increasing product recognition and

marketing in order to gain the society prosperity. The

development of tourism object should be a whole

well-planned development. So, the local society can

gain the optimal benefit.

Kuantan Singingi Regency is represented by the

Tourism Department of Kuantan Singingi Regency

has tried to implement the procedure of tourism

management. It needs a right strategy based on the

internal and external environment.

Kuantan Singingi is one of regencies in Riau

Province which has many developeable tourism

objects. One of them is Batang Koban Waterfall. It is

located in Lubuk Ambacang Village, Districts of

Hulu Kuantan, Kuantan Singingi Regency. It offers a

cool and refreshing climate. There are so many green

trees with 204 kinds of birds breeds. There are also

rare birds found such as Cica Matahari and Poksai

Kuda (Garrulaz ruffirons) which almost extinct.

Batang Koban Waterfall is very unique with the

seven levels of the waterfall. It also has the adventure

spot for the adventurers. It is about 37 kilometers

from the center of the Kuantan Singingi Regency. It

takes 3.5 hours from Pekanbaru, the capital city of

Riau Province to Taluk Kuantan city. It continues to

Lubuk Jambi as long as 1 hour trip. After getting

Lubuk Jambi market, there will be a sign to get the

tourism object of Batang Koban Waterfall.

There is a problem found related to the facilty and

access to get the location. In another word, the

concept of Batang Koban tourism object should be

well-mapped so the appropriate program can be

determined to develop it. Every tourism object has its

own attractiveness. (Bambang, 2013) says that there

should be three tourism attractiveness for tourism

object, they are; a) natural tourism attractiveness, it

defines to all tourism object with the beuty and the

Harto, S. and Ismandianto, .

The Development Strategy of Batang Koban Tourism Object in Kuantan Singingi Regency through Sustainable Approach.

DOI: 10.5220/0010034904010406

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 401-406

ISBN: 978-989-758-472-5

401

unique of natural view such as beach, lake, etc. b)

cultural tourism attractiveness, it refers to human

creation as well as historical heritage or cultural value

in society life such as ritual ceremony, customs, art

performance, literary arts, and arts. c) particular

tourism attractiveness, it is developed by the activities

to satisfy the specific tourist’s desire such as animal

clan, fishing park, golf, etc.

The tree of tourism attractiveness should be

developed above is defined as the power for the

tourism object to lead the changing to be the potential

local tourism industry and able to improve the

society’s prosperity. Based on the problem above, the

researcher was interested to conduct a research

entitled “The Development Strategy of Batang Koban

Tourism Object in Kuantan Singingi Regency

through Sustainable Approach”.

2 LITERATURE REVIEW

2.1 Tourism Development Strategy

According to Marpaung (2002), strategy is a process

of determining the value and decision making in

resources utilization that produces the commitment

for related organizations towards the future actions.

Goes along with it, Chandler in Rangkuti (2002: 3)

says that strategy is a tool for gaining the company

goal in long term period, sustainable program, and

resources priority allocation. Strategy can be defined

as an integrative general plan designed to empower

the tourism organizations to reach the goal through

on-time resources utilization despite of facing the risk

from the competitors.

Guun(1994)states that in developing the tourism,

we have to involve three sectors; business sector, non-

profit sector, and governmental sector. The better

understanding and involving these sectors have, the

better development of tourism will be achieved.

Business sector is the sector which provides all the

tourists’ needs such as transportation, hotel and

accommodation, food and beverage, entertainment,

etc. non-profit sector is organization such as youth

organization, professional organization, non-profit

organization with a big role and attention to the

tourism development. Governmental sector is the

sector which makes and implements the regulation

and constitution of tourism. In tourism sector, the

government played the important role besides

regulation such as in establishing the national park,

protecting the nature and culture. They also attract the

tourist to visit.

Based on the concepts above, it can be conclude

that development strategy in this research is a whole

comprehensive and integrative plan from the

government, individual, society, and academics to

observe the obstacle, internal and external

environment of Batang Koban Waterfall as the

sustainable tourism destination. So, it can be

formulated the appropriate strategy to realize Batang

Koban Waterfall as the competitive and sustainable

tourism destination.

2.2 Sustainable Tourism Development

Sustainable development approach aims at stopping

the disintegration, trying and providing as many as

cultural options for the next generations. It is known

as the sustainable development. Sustainable

development has three main elements; echology

sustainable, social sustainable, and economy

sustainable.

The tourism development can be seen from three

dimensions, environment, economy, and social. They

should be paid attention by all the society.

Environment is devided into natural environment,

agricultural environment, wild animals, artificial

environment, and the natural resources must be

maintained and preserved. So, the tourism relates to

the environment can be maintained the sustainability.

Pitana (2002: 53) states that the echology and

economy sustainability of tourism is not enough. It

also needs a cultural sustainability because it is one of

the important resources in tourism development.

The development of sustainable tourism can be

reached if the utilization all the resources do not get

through its own regeneration capability. There are six

principles of sustainable tourism development. First

is protecting the quality of environment. Second is

giving benefit to the local society and tourists. Third

is protecting the relationship between tourism and

environment. Fourth is protecting the harmony

between local society, trourism need and

environment. Fifth is creating the dynamic condition

based on the carrying and capacity. Sixth is

stakeholders has to work together based on the same

mission to realize the sustainable development

(Burns, 1997)

Sustainable tourism is absolutely a tourism

activity aims at preserving natural resources

(echology) and socio-cultural at its own tourism

destination.

Constitution No. 10, clause: 2, 2009, about

tourism states that tourism implementation should be

based on the continuity principle, sustainability

principle, and participative principle.

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

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There are three indicators of sustainable

development; economy aspect, it refers to the effort

implemented to increase the economy growth and

change the pattern of production and consumption to

be balance; socio-cultural aspect refers to the effort of

solving the population problem, public service

improvement, public health, education, etc;

environment aspect refers to the effort of conserving

and preserving the natural resource, decreasing and

preventing the pollution and waste problem (Ridwan,

2012)

Brundtland (1987) in Ridwan (2012) concludes

that development oriented on the sustainability. So, it

can be perceived from generation to the next

generation. It also needs a well collaboration because

it cannot be handled by a single authorityas well as

the sustainable tourism development such as tourism

destination.

2.3 Planning Theory

Planning is an effort conducted to think about future

(purpose) rationally and systematically by utilizing

the available resources and regarding the obstacle and

limitation effectively and efficiently (Paturisi, 2008).

Tourism planning is a process of decision making

relates to the future tourism destintion and attraction.

It is a dynamic process in deciding a goal by

considering various alternative actions systematically

to gain the goal and its implementation towards the

best option and evaluation. Planning process

considers the environment such as politic, physic,

social, and economy as the united components.

There are several requirements and factors as the

basic consideration in deciding a planning (Paturusi,

2008);

a. Logic: understandable and appropriate with the

fact

b. Flexible in following the development dinamycs

c. Objective: it is based on the systematic and

scientific purpose and goal

d. Realistics: it can be implemented and having

periodicaly planning

In managing a tourism object, there should be an

appropriate plan to reach the aim of development.

According to Inskeep (1991), there are several

approaches in a plan. They are:

1. Sustainable and flexible approach. Even though it

is based on the policy and plan, tourism planning

is defined as the continuous process approrite with

the monitoring and feedback aspects in the

framework of protecting the outcome goals and

basic policy of tourism development.

2. Sistematic approach. Tourism is defined as an

interconnected system and planned as well by

utilizing systematic analizing technique.

3. Wholistic approach. All aspects of trousim

development involve the institution elements,

socio-economic implication, and environment

which is analized and planned as well.

4. Integrated approach. It is related to a systematic

and wholistic approach. Tourism is developed as

an integrated system for itself and for all the plan

and main pattern of area development.

5. Environment and sustainable development

approach. Tourism is planned, developed, and

managed. It is a cultural resources and natural

actions which is needed to preserve for the

sustainable use. Carrying capacity is an important

technique of environment and sustainable

development approach.

6. Society approach. It refers to the maximum

involvement of local society in planning and

process of tourism decision making and the

participation of society in tourism management

development and socio-economic benefit.

7. Implementation approach. Tourism development

policy, plan, and recommendation is formulated

to be implemented and realistic, and the

implemented technique is considering to the

whole policy and planning formulation with

implementatuin technique, involving a

development and action program or strategy in

detail.

8. Systematic Planning Process Aplication. A

systematic planning process is implemented in

tourism planning based on the logical activity

order. Tourism is developed and planned as an

integrated activity system which presents its own

area characteristics, lead the cultural insight

sustainability, offering the quality experiences to

the tourists, and become a business profit activity.

3 METHOD

The method of the research is qualitative which

describe the natural object. The researcher is the key

instrument of the research. It used purposive

sampling with triangulation data collecting technique.

The technique of data analysis was

inductive/qualitative and the finding of the research

emphasized on the meaning (Sugiyono: 2007, 15).

This approach used to describe the potential tourism

of Kuantan Singingi Regency as the attractive tourism

object, and the involvement of stakeholders in Batang

Koban Tourism Object management system.

The Development Strategy of Batang Koban Tourism Object in Kuantan Singingi Regency through Sustainable Approach

403

Population is a generalization area consisted of

object or subject with the quantity or particular

characteristics decided by the researcher to be studied

and conluded (Sugiyono, 2012).

Sample is a part of population taken as the data

resources and represents the whole population.

Pertaining to the huge number of Batang Koban

society and the sample determination obstacle, the

researcher used purposive sampling technique.

Purposive sampling technique is a non probability

sampling based on the level and area randomly. It

means that the sample is determined by the category

and appropriate with the characteristics. So, the

researcher devided the subjects of the research into

government and society

4 FINDINGS AND DISCUSSIONS

4.1 Batang Koban Tourism Object

Potency in Kuantan Singingi

Seven Level Batang Koban Waterfall is located in

Lubuk Ambacang Village, Districts of Hulu Kuantan,

Kuantan Singingi Regency, Riau Province. Batang

Koban represents the fall of water through the seven

level canyons and flow into Kuantan River. It offers a

cool and refreshing climate. There are so many green

trees with 204 kinds of birds breeds. There are also

rare birds found such as Cica Matahari and Poksai

Kuda (Garrulaz ruffirons) which almost extinct.

Batang Koban Waterfall is very unique with the

seven levels of the waterfall. It also has the adventure

spot for the adventurers. It is about 37 kilometers

from the center of the Kuantan Singingi Regency. It

takes 3.5 hours from Pekanbaru, the capital city of

Riau Province to Taluk Kuantan city. It continues to

Lubuk Jambi as long as 1 hour trip. After getting

Lubuk Jambi market, there will be a sign to get the

tourism object of Batang Koban Waterfall.

For enjoying and watching the charm of each level

of the Batang Koban waterfall, you have to walk on

the track under the tree surrounding the tourism

object. This activity will absolutely give the fun

adventure sensation in nature. For getting the location

of waterfall from level one to level seven, there are

some natural obstacles with its’ own challenge

offered. It will give an extraordinary adventure for the

tourists. The beautiful of waterfall can be enjoyed

from the fisrt to the seventh level. The leafy jungle

will protect the tourists from the sun burning.

First level is very interesting with the 5 meters

height. The water flow to the big rocks and directly

goes to the Batang Kuantan River. The second level

has got 3 meters height. It has a heavy flow creating

a kind of pool with the steep rocks. But, it is safe for

the tourists who want to take pictures. Third level of

the waterfall has got 3 meters height with the natural

sculptures surrounding the canyon. The fourth level

is the main spot for the tourists to feel the cool natural

waterfall. This waterfall is very deep with assembled

rope to help the swimmers. The fifth level of the

waterfall has got 5 meters height. The sixth level and

seventh level of the waterfall have got about 30

meters height with high sculpture rocks. It makes the

water such fall from the sky.

Tourism sector in Kuantan Singingi Regency of

Riau Province is one of economy service sectors with

good prospect. Unfortunately, it still has lack of

expected development. In this globalization era,

tourism development is the main priority in

supporting the local regency growth. The tourism

development is not only for international tourists but

also for domestic tourists’ affairs. Tourism

development is absolutely for improving the

utilization of oject and tourism attractive such as

beautiful natural richness, flora and fauna diversity,

cultural arts, historical heritage, ancient objects, and

culutarl pluralism.

Batang Koban tourism development or Batang

Koban seven level waterfall in Kuantan Singingi

Regency done by the Tourism and Culture

Department of Kuantan Singingi Regency was

influenced by internal and external factors. Facility of

Batang Koban seven level waterfall in Kuantan

Singingi Regency needs a well management.

“Government’ attention about Batang Koban

waterfall tourism potency begins in 2005 by

developing the facility and continuing in 2006.

Unfortunately, it was stoped from 2006. In 2018,

the government of Kuantan Singingi Regency

allocated fund for waterfall development and

facility”. (Interview result from the head of

Tourism Destination and Tourism and Culture

Department of Kuantan Singingi Regenci, 16

July, 2019).

Informan says that facilities and infrastructures in

Batang Koban waterfall are not developed maximally

as well as the public facilities. Government is

expected to be able to give budget to improve and

complete the facilities needed in Batang Koban

Waterfall.

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Figure 1: Batang Koban Waterfall Condition in Level 3

(Guun, 1994) states that in developing the

tourism, we have to involve three sectors; business

sector, non-profit sector, and governmental sector,

and the better understanding and involving these

sectors have, the development of tourism will be

better. Business sector is the sector which provides all

the tourists needs such as transportation, hotel and

accommodation, food and beverage, entertainment,

etc. non-profit sector is organization such as youth

organization, professional organization, non-profit

organization with a big role and attention to the

tourism development.

Based on the concepts above, it can be conclude

that development strategy in this research is a whole

comprehensive and integrative plan from the

government, individual, society, and academics to

observe the obstacle, internal and external

environtment of Batang Koban Waterfall as the

sustainable tourism destination. So, it can be

formulated the appropriate strategy to realize Batang

Koban Waterfall as the competitive and sustainable

tourism destination.

One of tourism development factor is planning.

Planning is a basic process used to choose the purpose

and decision making activity. Planning means using

human resources, natural resources, and other related

resources.

Planning is an activity to maximize the whole

effectiveness from an organization as a system based

on the purpose. The most important aspect of

planning is development process and destination

improvement for solving the problem found. Decision

should be made at each point in the planning.

4.2 Development Strategy of Batang

Koban Tourism Object

According to (Ndraha, 1999)high quality human

resources is a human resources which able to create

neither comparative value nor competitive-

generative-inovative value with the high energy use

such as intelligence, creativity, and imagination.

Based on the above statement, we have to know that

human resources are all power comes from the human

and can be used for organization. Human resources is

human with sourced and power.

This idea is relevant to the conceptual framework

which says that resources should be increased. The

purpose of human resources management consists of

a) society purpose, it refers to the social responsibility

towards the society needs and challenge and it also

decrease the negative effect from the organization

claim; b) organizational purpose, it refers to the

human resources management in giving contribution

to organization activity and admit the human

resources management as the tools to assist

organization in reaching the goal; c) functional

purpose, it keeps the human resources management to

give the qualified service for the organization’s

needs; d) individual purpose, it helps the officers to

reach her/his own purpose.

Human resources have contribution in developing

the organization. So, the development of an

organization is determined by the quality and capacity

of human resources. Central government and local

government need quality and qualified human

resources in implementing service to the society and

improve their district by improving the local

competitiveness. In improving the quality of public

service implementation and improving the local

competitiveness, it needs human resources and able

to see the local potency to create innovation in

utilizing the local potency.

Human resources is the only one of resources with

a mind, feeling, willingness, capacity, skills,

knowledge, motivation, effort, and work. All of the

human resources potency influences the

organization’s efforts to achieve the goals. It means

that the formulation of plan will be vain if there is no

concern on the human resources.

In conclusion, if there is no quality and qualified

human resources, there will be no policy can be

implemented effectively and efficiently. Human

resources is the most important factor influences

Batang Koban Waterfall tourism object facility

management implementation in Kuantan Singingi

Regency. The lack of human resources number also

cannot reach the goal.

The Development Strategy of Batang Koban Tourism Object in Kuantan Singingi Regency through Sustainable Approach

405

5 CONCLUSIONS

Based on the above discussion, it can be conluded

that; 1) the development strategy of Batang Koban

tourism object in Kuantan Singingi Regency enable

to be developed as the national tourism object

considering to the natural beauty and waterfall; 2)

society participation towards the Batang Koban

Waterfall development in Kuantan Singingi Regency

support the realization of waterfall tourism object; 3)

the lack of facilities and infrastructures of Batang

Koban Waterfall cannot support the development of

tourism object; 4) government is the key of

sustainable tourism development of Batang Koban

Waterfall in Kuantan Singingi Regency

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Marpaung, 2002. Pengetahuan kepariwisataan, Alfabeta.

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