Tourism Challenges and Solutions during the Covid-19 Pandemic at

Balkondes Tuksongo Magelang: A Communication Perspective

Yani Tri Wijayanti

and Latifa Zahra

Prodi Ilmu Komunikasi, UIN Sunan Kalijaga, Jalan Solo, Yogyakarta, Indonesia

Prodi Ilmu Komunikasi, Universitas Widya Mataram, nDalem Mangkubumen, Yogyakarta, Indonesia

Keywords: Pandemic, Covid-19, Communication, Tourism, Balkondes

Abstract: For more than a year, Covid-19’s impact on Indonesia made various sectors live in a crisis. One of them is the

tourism sector. The impact was seen by the number of tourists visiting, and it felt by local people, particularly

on their economic factor. One of the tourist destinations that has experienced the impact of the pandemic is the

Village Economic Center (Balkondes) Tuksongo. It is located in Borobudur District, Magelang. Balkondes is

a program formed by BUMN to provide tourism support in Indonesia. Balkondes Tuksongo is a tourist village

that combines digital technology with a unique rural atmosphere with cultural, artistic, educational, and

agrotourism activities, which have involved residents as managers. At the beginning of the pandemic,

Balkondes Tuksongo had closed for several months and experienced a significant decrease in visitors.

However, in the face of this pandemic, the manager immediately implemented a strategy to rise amid a

pandemic with new regulations that must be obeyed. This study aims to find out the strategy carried out by

Balkondes Tuksongo in facing the challenges of this pandemic and how the solution is to be able to rise again.

This research uses a qualitative approach and analyses a descriptive method using SWOT and mix marketing

communication theory. The data collection used in-depth interviews and observation.

1 INTRODUCTION

The Covid-19 pandemic has hit Indonesia since early

March 2020; the impact has not subsided. The cases

are increasing day by day. As of July 23, 2021,

Indonesia has reported 3,082,410 positive cases,

ranking first in Southeast Asia. In terms of mortality,

Indonesia ranks third in Asia, with 80,598 deaths

(Nugrahani, 2021). Seeing the pandemic conditions

from day to day, the government has made various

responses, including imposing Large- Scale Social

Restrictions (PSBB) in 2020. Then there is another

policy in 2021, namely the Enforcement of

Restrictions on Community Activities (PPKM),

focused on the Java and Bali islands (Ramadhan,

2021). The impact of the pandemic was felt by all

circles and all sectors within society, including the

tourism sector. The impact of the pandemic is felt by

all circles and all sectors of life, including the tourism

sector. At the beginning of the pandemic, there was a

travel ban and an appeal for the closure of tourist

attractions. One of the areas that have felt the impact

of the pandemic on the tourism sector in Magelang

Regency, Central Java, based on the circular letter of

the Magelang Regent Number 440/064/05/2020

(Rachma, 2020). Magelang Regency is known to

have quite a lot of tourist destinations, both historical,

natural and cultural. One of the tourist destinations

known to foreign countries is the Borobudur Temple.

Judging from the Magelang Regency BPS data table

below, from 2017-2019, it shows an increase in the

number of visitors every year (BPS Magelang, 2020).

Because Borobudur Temple is crowded every

year, it helps the development of tourism in the

vicinity, namely the Village Economic Center,

commonly abbreviated as Balkondes. Around the

Borobudur Temple, there are 20 thematic Balkondes

which were established in 2017. The Balkondes is a

village cooperation project with State-Owned

Enterprises (BUMN) to develop three Indonesian

tourist destinations, namely Borobudur, Lake Toba,

and Mandalika.

The impact of the pandemic was experienced by

Magelang Regency, with a decrease in the number of

tourist visits. Based on data from the Department of

Tourism, Youth and Sports (Disparpora), the number

of visits during 2020 only reached 1.456.289 tourists,

with details of foreign visits of 37.681 tourists and

Wijayanti, Y. and Zahra, L.

Tourism Challenges and Solutions during the Covid-19 Pandemic at Balkondes Tuksongo Magelang: A Communication Perspective.

DOI: 10.5220/0010805400003348

In Proceedings of the 3rd Annual International Conference on Social Sciences and Humanities (AICOSH 2021), pages 111-118

ISBN: 978-989-758-603-3; ISSN: 2685-273X

111

local visits of 1.418.608 tourists. This number sees a

significant decline when compared to 2019, where the

number of visits reached 6.523.582 tourists, with

details of foreign visits of 361.727 tourists and local

visits of 6.161.855 tourists (Ginting, 2021). The Head

of the Magelang Regency Disparpora, Slamet Ahmad

Husein, added that the decline in tourist visits was due

to the influence of the Covid-19 pandemic which

began to enter Indonesia in March last year, and the

decline in tourist visits was very significant at 80 per

cent in 2020 compared to 2019 (Ginting, 2021).

Thus, in a pandemic situation, the sector of tourism is

in challenging conditions.

Table 1: Borobudur Tample Visitor Data.

Tourist visits to Borobudur Temple itself in 2020

also experienced a significant decline. There were

only 996.000 tourists and only 31 thousand foreign

tourists. The rest were local or archipelago tourists.

Compared to 2019, visits reached 4.39 million

tourists. As conveyed by I Gusti Putu Ngurah Sedana,

as General Manager of the Borobudur Temple

Tourism Park, Borobudur Temple was closed for four

months at the beginning of the pandemic. At the

beginning of its opening on June 25, 2020, on a per

land basis, there was an increase in the quota given

until now; only four thousand visitors per day are

allowed to enter Borobudur Temple (Susanto, 2021).

The decrease in tourists visiting Magelang Regency,

notably the Borobudur Temple, will also impact

Balkondes in the Borobudur District area, such as

Tuksongo. Tuksongo offers contemporary tourism,

namely a travel experience based on innovative

digital technology, without leaving the original rural

tourism by showing views of the Menoreh hill and the

Borobudur Stupa. So far, Balkondes Tuksongo has

held many events as one of the tourism services

offered in addition to homestays, agro-tourism, and

arts. Balkondes Tuksongo was later developed into a

tourist village. As a tourist village, Balkondes

Tuksongo offers art tours, handicraft tours,

educational tours, culinary tours, and nature tours.

More specifically, Balkondes Tuksongo is planned to

become a digital-based tourism village. Visitors who

come to Balkondes Tuksongo can already enjoy

digital-based services through booking travel tickets

and paying online.

At the beginning of the pandemic, Balkondes

Tuksongo was closed for four months. In fact,

according to the pre-research interview, according to

Andi Akhmad, one of the managers, they could not

pay their employees' salaries because there was no

income during the pandemic. Until July 2020,

Balkondes Tuksongo began to reopen. Although it

has not recovered 100 per cent, there have been

several visits from tourists. Moreover, with the

implementation of PSBB and PPKM, which aim to

reduce the number of Covid-19 cases, of course, it

will impact people's daily activities. One of the

tightenings of community activities is the closure of

public facilities (public areas, public parks, public

tourist attractions, and other public areas) temporarily

closed. Of course, this is a challenge for the manager

of Balkondes Tuksongo to survive during the

pandemic. Research objectives are what are the

challenges and solutions to tourism during the

pandemic at Balkondes Tuksongo from a

communication perspective? Like knowing the

marketing communication strategy carried out by

Balkondes Tuksongo.

This article discusses the challenges and solutions

carried out by Balkondes Tuksongo during the Covid-

19 pandemic from a communication perspective.

First, the author discusses marketing strategy and

marketing communications. For consumers,

marketing communications can determine how and

why a product is used, by what kind of people, and

where and when. Marketing communication is a

means by which companies try to inform, persuade,

and remind consumers directly or indirectly about the

products and brands being sold (Shimp, 2003).

Marketing communications represent the "voice" of

the company and its brand and are a means by which

companies can develop dialogue and build

relationships with their customers.

Marketing itself can not be separated from the

marketing mix. The four components or elements in a

marketing strategy are called the 4Ps: Product,

Promotion, Price, and Place (Kotler dan Keller, 2012).

These four elements are the main foundation of a

marketing plan. In other words, these four elements

are the framework that will be used to support the

marketing plan. The product discussed the strategy

related to the product, serves to define the product, and

determine who is targeted, and what benefits will be

offered to consumers. Promotion, the promotional

element of the marketing mix, consists of two-way

communication used to inform, persuade, and remind

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consumers. The price really must be considered

because it involves the product's affordability, the

level of profit that can be achieved, and comparisons

with competing products. Placement is often known as

distribution and refers to how to deliver a product or

service to a consumer or how a consumer can obtain

the product. In marketing communications,

implementing a marketing strategy program, namely

the stages of the process or steps to market a product

so that it is right on target.

Regarding effective and efficient promotional

activities, they can be included as part of the

marketing communication mix. The marketing

communication mix combines five modes of

marketing communication, namely advertising, sales

promotion, public relations, personal selling, and

direct selling (Kennedy dan Soemanagara, 2006). In

addition, communication itself has eight main

models: advertising, sales promotion, events and

experiences, public relations and publicity, direct

marketing, interactive marketing, word of mouth

marketing, and personnel sales (Kotler dan Keller,

2012).

One of the analyses used in marketing

communication activities is the SWOT analysis.

SWOT analysis is an acronym for strengths,

weaknesses, opportunities, and threats. It is an

analysis based on analytical techniques developed by

Albert Humphrey, who led a research project at

Stanford University in the 1960s and 1970s using data

from Fortune 500 (Jogiyanto, 2005). Some experts

say that SWOT analysis is a classical strategic

planning instrument that provides a simple way to

determine a strategy. Strengths is a factor that specific

or superior competence is contained in the

organization itself. A weakness is a condition or

anything that is a weakness or deficiency.

Opportunities are conditions that are beneficial for

the organization, and threats are the opposite of

opportunities, namely conditions that can disrupt the

smooth running of an organization (David, 2006).

2 METHOD

This research used a qualitative approach to

understand what is experienced by the subject/

research actor, such as behavior, perception,

motivation, action, etc. (Creswell, 2014). The specific

method used was a case study. A case study is a series

of scientific activities carried out intensively, in

detail, and in-depth about a program, event, or

activity, either at the individual level or by a group of

people, institutions, or organizations, to gain in-depth

knowledge about the event (Moleong, 2016).

The primary data in this study was obtained by

conducting in-depth interviews and observations.

Observations and interviews were conducted with the

manager of Balkondes Tuksongo, Magelang

Regency. Secondary data was used in the form of

searching for information through books, journals,

related official documents, websites, and social

media.

3 ANALYSIS AND DISCUSSION

Judging from its history, Tuksongo was taken from

the pseudonym of Kyai Ahmad Abdussalam of the

Surakarta Palace family. Balkondes Tuksongo is

located in the Borobudur Temple area, established in

2017, located 2 KM from the Borobudur Temple

complex, a world tourist magnet. Balkondes

Tuksongo stands on an area of 18,000 m

Currently, Balkondes Tuksongo is commanded by

Andi Akhmad as a supervisor who oversees 12

employees and helps manage them. Both the

supervisors and employees at Balkondes Tuksongo

are local people. This is in line with the initial goal of

establishing Balkondes, namely to strengthen the

regional economy. Therefore, its establishment,

planning and management are centered on ideas and

contributions from the surrounding community.

The superior product of Balkondes Tuksongo is

paintings that display the work in the form of painted

t-shirts, painted caps or canvas paintings. Visitors

who come to Balkondes Tuksongo can also feel the

sensation of painting itself. Moreover, there is also

the art of bamboo sculpture. Once again, visitors who

come can make their piggy bank or bamboo lamp.

Another art form is the flagship product of Balkondes

Tuksongo, which is the art of iron masks. Just like

other superior art products galleries in Balkondes,

visitors can also learn how to forge iron into masks

with animal faces. In addition to art, Balkondes

Tuksongo also has processed products that they excel

at. The products are Soun Noodles and Onggok Flour.

The concept of Balkondes Tuksongo, which also

offers educational tours, allows visitors to try the

sensation of producing these superior products. After

being tired of trying to make superior products on

offer, Balkondes Tuksongo also offers restaurants

and homestays that visitors can enjoy.

Tourism Challenges and Solutions during the Covid-19 Pandemic at Balkondes Tuksongo Magelang: A Communication Perspective

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Source: Screenshot from https://www.google.com/maps

Figure 1: Tuksono Balkondes Area.

3.1 SWOT Analysis of Balkondes

Tuksongo

SWOT analysis is a process carried out by an

organization to identify internal and external

obstacles to improving performance so that

controllable factors can be assessed and actions

can be decided on these factors [16]. Balkondes

Tuksongo's marketing communication strategy

in dealing with the Covid-19 pandemic will be

explained shortly. Firstly, the position of

Balkondes Tuksongo using a SWOT analysis as

follows:

Table 2: SWOT Analysis of Balkondes Tuksongo.

STRENGHT WEAKNESS

• Adequate facilities for holding major

events at Balkondes Tuksongo.

• The cooperation that has been formed

with the community.

• Good support for Indonesian SOEs in the

development of the first year.

• Target visitors who have been in

accordance with the initial planning, such

as facilitation of large events.

• The manager consistently implements

strict health protocols for every event that

takes place.

• Information media owned by Balkondes

Tuksongo is not yet centralized.

• Some scheduled activities had to be canceled

due to the pandemic.

• Budget patterns became difficult to implement

during the pandemic.

• There is no in-depth analysis by the manager to

see market trends.

OPPORTUNITY THREATS

• The location is close to Borobudur

Temple, which is an international tourist

spot.

• The development of tourism trends that

lead to natural tourism allows Balkondes

Tuksongo to develop further.

• Much potential can still be developed in

Balkondes Tuksongo.

• Decree of The Minister of Health of the

Republic of Indonesia No.

HK.01.07/Menkes/382/2020 concerning

Protocols for Public Health in Public

Places and Facilities for the Prevention

and Control of Corona Virus Disease 2019

(Regulation that prohibits indoor

gatherings.)

• The number of Balkondes in the area of

Kampung Borobudur.

• After one year of construction, Balkondes must

find support from other sources of funds.

• A prolonged pandemic makes the plans that

have been set uncertain.

3.2 The Marketing Communication

Strategy of Balkondes Tuksongo in

the Pandemic Period

Using a Marketing Communication Strategy, based

on the strengths and opportunities of Balkondes

Tuksongo, the marketing strategy of Balkondes

Tuksongo in dealing with the pandemic is described

as follows:

3.2.1 Product

Balkondes Tuksongo focuses on developing a

Wedding Organizer (will be referred to as WO). At

the beginning of its establishment, Balkondes

Tuksongo collaborated with WO to procure wedding

events held at Balkondes Tuksongo. However, during

the beginning of the pandemic, Balkondes Tuksongo

developed Songo Wedding. Songo Wedding is one of

Balkondes Tuksongo, which is engaged and

developing in the field of WO.

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At the beginning of the establishment of

Balkondes Tuksongo, they were still working with

other WO. Balkondes Tuksongo only facilitates the

place, but in development during the pandemic, the

manager of Balkondes Tuksongo took the initiative to

manage their own WO; hence 100% of the profits

they get-go to Balkondes Tuksongo.

Source: Screenshot from https://www.instagram.com/

songo_weddingorganizer/

Figure 2: Songo Wedding Organizer.

3.2.2 Price

Balkondes Tuksongo prioritizes digital-based

tourism, so the manager applies for easy payments.

Tourists can make payments online and place orders

through parties who have collaborated with

Balkondes Tuksongo. Examples of digital-based

separation and payments can be seen on the Agoda

page: https://bit.ly/3y4OpV7, lodging.net:

https://bit.ly/3x4epim, and traveloka.com:

https://bit.ly/3zBs95C. Balkondes Tuksongo also

provides affordable prices for both local and foreign

tourists. As reported on the

www.kampungborobudur.com page, information

was obtained that Balkondes Tuksongo provides tour

packages that tourists can enjoy.

Source: Screenshot from https://kampungborobudur.com/paket-

wisata/

Figure 3. Tour Packeges at Balkondes Tuksongo.

3.2.3 Place

Balkondes Tuksongo was built to be a tourist village.

Its location, which is only 2 KM from Borobudur

Temple, makes Balkondes Tuksongo easy to access.

As we know, the position of Kampung Borobudur is

in the highlands; hence Balkondes Tuksongo has

beautiful scenery to offer. This is also the priority

offered. With a view of Menoreh Hill and the

Borobudur Stupa, it becomes an added value to the

development of WO with an outdoor concept.

3.2.4 Promotion

Balkondes Tuksongo uses promotional media,

namely social media. Some examples of promotional

media used by Balkondes Tuksongo are:

https://www.instagram.com/songo_weddingorganize

r/,

https://www.instagram.com/balkondes_tuksongo/,

http://jadesta.com/desa/23787,

https://kampungborobudur.com/,

and

http://balkondesborobudur.com/desa-wisata/

tuksongo/.

Source: Screenshot from

https://www.instagram.com/p/CBPNmJDnOSY/

Figure 4. An Example of Event Promotion via Instagram

Balkondes Tuksongo.

Discussing about promotion, it cannot be

separated from marketing communication (marketing

communication mix). From the existing marketing

communication mix, what Balkdondes Tuksongo

does is:

Advertising. Balkondes Tuksongo installed

billboards on the main route, one of which is Jalan

Raya Magelang Yogyakarta.

Tourism Challenges and Solutions during the Covid-19 Pandemic at Balkondes Tuksongo Magelang: A Communication Perspective

115

Source: Author’s documentation

Figure 5. Billboard on Jalan Raya Magelang Yogyakarta.

Sales Promotion. At the beginning of the Tuksongo

Balkondes reopening their services in July 2020, they

tried to provide special discounts for staying at

homestays. The purpose of this discount itself is to

boost the interest of tourists to come and visit.

Public Relations and Publicity. In July 2020,

Balkondes Tuksongo made a release published in

Indonesian newspapers and news in online mass

media. In June 2021, Balkondes Tuksongo became

attractive and visited by many artists due to its

beautiful scenery. This was then published at

https://radarsemarang.jawapos.com/berita/

jateng/magelang/2021/06/23/sering-diunjungi-artis-

balkondes-tuksongo-tawarkan-pemandangan-empat-

gunung/. In addition, in the same month, the event

held by Balkondes Tuksongo was also published in

the online newspaper

http://www.kabarmagelang.com/2021/05/ratusan-

bonsai-magelang-diikutkan.html?m=1. In this way,

Balkondes Tuksongo uses a publicity strategy to

maintain its existence.

Word of Mouth Communication. Balkondes

Tuksongo also prioritizes word of mouth promotion.

As stated by the manager, "Usually if we have an

event, then people will know too, maybe by getok

tular," (Andi Akhmad Interview, July 10 2021).

During this pandemic, Balkondes Tuksongo

prioritizes promotions via the internet and word of

mouth. In addition to promoting the event, the

manager of Balkondes Tuksongo also created a

narration that is also disseminated through word of

mouth. The narrative showed the friendliness of the

employees of Balkondes Tuksongo. "There is one

thing that we are proud of and that is different from

other tourist attractions. In other places, there are

rarely employees who invite guests to talk. At

Balkondes Tuksongo, guests must know at least one

employee. Why is it that we talk to each other if the

service is finished in another place and then leaves,

Ms. If you are at Balkondes Tuksongo, you must first

chat with him." (Interview with Andi Akhmad, July

10 2021). This hospitality was later developed into

their word-of-mouth promotional narrative.

The Challenges and Solutions of Balkondes

Tuksongo in Facing the Pandemic from the

Perspective of Communication. The ongoing

pandemic has undoubtedly had a significant impact

on the Balkondes Tuksongo's ability to continue to

exist. The effort to pay employees is the most felt

challenge. "At the beginning, it was difficult to even

buy cigarettes" (interview with Andi Akhmad, July

10, 2021). The initial outbreak of COVID-19 in

Indonesia caused the tourism sector in Central Java

Province to be closed to 100%, aiming to reduce the

spread of Covid-19. Of course, this causes Balkondes

Tuksongo to have no income at all. Another challenge

faced by managers was the effort not to terminate

employment (PHK) for their employees. In order to

survive, managers must think of strategies to maintain

their existence during the pandemic. Another

challenge was the information media that is not yet

centralized. There are several websites with different

names that show information about Balkondes

Tuksongo. This, of course, makes tourists who are

looking for information confused. Then some

activities that have been scheduled have to be

postponed for an indefinite time or even cancelled.

The postponement and cancellation of these activities

have an impact on declining income. The absence of

activities during the closing of Balkondes Tuksongo

affected the development of the existence of the place

itself. After one year, BUMN no longer assists

Balkondes Tuksongo in its development. As

explained earlier, the purpose of establishing

Balkondes is to create business opportunities for the

surrounding community; thus, the SOEs that have

been appointed will not always provide funds for

them. The changing budget pattern without the

support of SOEs adds to the challenges for Balkondes

Tuksongo during this pandemic.

With these challenges, the manager of Balkondes

Tuksongo has a solution based on the strengths and

opportunities that exist. The solution was to carry out

promotions by maximizing the existing marketing

communication mix, including advertising, sales

promotion, public relations and publicity, and word

of mouth communication. The manager of Balkondes

Tuksongo also holds wedding activities in accordance

with strict government regulations, such as

performing antigen swabs on all staff every time they

start holding activities, wearing masks during the

activity, checking body temperature and placement.

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In addition, last May, Balkondes Tuksongo also

collaborated with several parties, such as artists, in

carrying out bonsai exhibition activities (Hidayat,

2020). Collaborating was one of the solutions taken

by Balkondes Tuksongo to increase tourist interest. In

addition, to invite bonsai lovers, relatives and

acquaintances of the artists will come, so that the

number of visitors who come will increase. The

natural beauty of Menoreh Hill is undeniable and has

become a good potential development. The Songo

Wedding business is a solution developed by

Balkondes Tuksongo to increase income and respond

to challenges during this pandemic.

Trying to catch the Decree of the Minister of

Health of the Republic of Indonesia No.

HK.01.07/Menkes/382/2020 concerning the Health

Protocol for the Community in Public Places and

Facilities in the Context of Prevention and Control of

Corona Virus Disease 2019 regarding the regulation

of restrictions on indoor activities, Balkondes

Tuksongo promotes activities that can be held in their

environment. The Minister of Health's decision itself

is one of the solutions for Balkondes Tuksongo

because, of course, many activities can be carried out

in their environment that prioritize natural and open

nuances.

4 CONCLUSIONS

Balkondes Tuksongo is the government's effort to

improve the economy of the community around

Borobudur Temple. On the path, Balkondes Tuksono

showed an excellent direction of development.

Balkondes Tuksono is a tourist spot famous for its

beautiful scenery, thus attracting tourists to come and

do activities in that place. However, since Covid-19

arrived in Indonesia, all sectors have been impacted.

In plain sight, tourism is a sector that has been

severely harmed. In just four months, the Tuksongo

Balkondes closed following government policy to

inhibit the spread of Covid-19, causing them to find

it difficult to pay employees. To avoid layoffs, the

postponement and even cancellation of activities that

should have been carried out at Balkondes Tuksongo

became an unavoidable challenge.

In facing these challenges, Balkondes Tuksongo

tried to innovate by doing promotions as part of their

marketing communication. The marketing

communications they used were advertising, sales

promotion, public relations and publicity, as well as

word-of-mouth communication. In addition, in

seeking solutions to existing challenges, the manager

of Balkondes Tuksongo developed a Wedding

Organizer (WO) as a subsidiary. This is an effort to

face the challenges that came during the pandemic

and maximize the potential of Balkondes Tuksongo,

which has a beautiful natural view of Menoreh Hill.

All activities carried out at Balkondes Tuksongo itself

used strict health protocols to increase tourist

confidence and maintain the health of the tourists and

the staff on duty. To increase the number of tourists,

the manager of Balkondes Tuksongo also

collaborated with artists to hold a bonsai exhibition.

Unexpectedly, the Decree of the Minister of Health of

the Republic of Indonesia No.

HK.01.07/Menkes/382/2020 became one of the

solutions where the government asked for activities

to be carried out outdoors. For Balkondes Tuksongo,

which has an outdoor concept from the start, this is

undoubtedly an effort that can help them increase

tourist interest.

Suggestions that can be given in seeing the

challenges and solutions to tourism that occurred are

that the district and provincial governments should be

more involved in the sustainability of Balkondes

Tuksongo. Assistance with the correct budget pattern

can certainly help Balkondes Tuksongo to survive

this pandemic period.

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