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Smart Tourism: Aksentuasi Ekonomi Khusus Tanjung A ISSN 16935969 Media Wisata, Volume 18, Nomor 1, Mei 2020 EISSN 26858436 SMART TOURISM: AKSENTUASI KESIAPAN HOMESTAY DI KAWASAN EKONOMI KHUSUS TANJUNG LESUNG, PANDEGLANG - BANTEN Nurdin Hidayah1 dan Herlan Suherlan2 1,2Sekolah Tinggi Pariwisata Bandung, Indonesia, email: [email protected] ABSTRAK Penelitian ini bermaksud untuk memperoleh informasi mengenai Histori Artikel gambaran yang komprehensif mengenai kesiapan sarana Homestay dalam kerangka pengembangan Smart Tourism di Kawasan Tanjung Submitted: Lesung Pandeglang Banten. Penelitian ini menggunakan disain 01 Februari 2020 penelitian kualitatif dengan pendekatan fenomenografi. Pengumpulan Reviewed: 24 Februari 2020 data dilakukan dengan wawancara ke para pemagku kepentingan yang Accepted: terlibat, observasi ke homestay-homestay yang ada di sekitar wilayah 05 Maret 2020 penelitian, serta studi terhadap dokumen-dokumen yang terkait dengan Published: program homestay dan digitalisasi pariwisata, baik ditingkat pusat, 15 Mei 2020 regional maupun lokal. Hasil penelitian menunjukam bahwa: (1) dasar utama program homestay dalam kerangka smart tourism di Tanjung Lesung adalah untuk menggerakan ekonomi dan kesejahteraan masyarakat setempat; (2) Implementasi pengembangan sarana homestay dalam kerangka smart tourism di Tanjung Lesung dilakukan secara bertahap, melalui skema pembangunan homestay dengan pendekatan konversi, renovasi, revitalisasi, dan pembangunan baru; (3) Penerapan smart tourism di Tanjung Lesung dilakukan melalui penggunaan teknologi informasi melalui program pemasaran digital seperti online market place; internet marketing; Pokdarwis dan 10 desa wisata percontohan dalam program Indonesia Tourism Exchange (ITX). Kata Kunci: Smart Tourism, Smart Destination, Pariwisata Digital, Tourism 4.0, Homestay SMART TOURISM: ACCENTUATION OF HOMESTAY READINESS IN TANJUNG LESUNG SPECIAL ECONOMIC ZONE, PANDEGLANG – BANTEN ABSTRACT This study intends to obtain a comprehensive information about Homestay facilities readiness within the Smart Tourism development framework in Tanjung Lesung Pandeglang, Banten. This study uses a qualitative research design with a phenomenographic approach. Data collection was carried out by interviewing existing stakeholders, observing homestays in the study area and studying documents related to the Homestay program and tourism digitizing. The results of the study show that 1) The homestay program within smart tourism framework in Tanjung Lesung is based on driving the economy and welfare of the host community; 2) Implementation of the homestay facilities development within smart tourism framework in Tanjung Lesung is carried out in four stages: conversion, renovation, revitalization, and new development; 3) The application of smart tourism in Tanjung Lesung is done with information technology through marketing programs such as online market places; Pokdarwis and 10 pilot tourism villages in the Indonesia Tourism Exchange Program (ITX). Keywords : Smart Tourism, Smart Destination, Digital Tourism, Tourism 4.0, Homestay https://amptajurnal.ac.id/index.php/MWS Doi: 10.36275/mws ISSN 16935969 Media Wisata, Volume 18, Nomor 1, Mei 2020 EISSN 26858436 PENDAHULUAN dikarenakan oleh perkembangan teknologi Pemerintah Indonesia melalui Kementerian informasi dan komunikasi (TIK) yang Pariwisata telah menetapkan strategi semakin pesat yang telah banyak pengembangan 10 (sepuluh) destinasi mempengaruhi seluruh tatanan kehidupan pariwisata prioritas (DPP) dalam Renstra sosial masyarakat. Sehingga pada saat ini, 2015-2019. Strategi tersebut biasa disebut industri pariwisata sudah mulai menunjukan sebagai Ten New Bali dengan ketergantungannya terhadap TIK dalam memperioritaskan akselerasi pada menciptakan, mengkomunikasikan dan pembangunan 7 (tujuh) Kawasan Strategis menyampaikan nilai (value) kepada Pariwisata Nasional (KSPN) dan 3 (tiga) pengunjung agar lebih kompetitif. Kawasan Ekonomi Khusus (KEK).Kebijakan Kementerian Pariwisata telah menanggapi tersebut pada dasarnya bertujuan untuk isu penggunaan TIK dalam industri meningkatkan daya saing pariwisata pariwisata ini, salah satunya dengan Indonesia dalam index daya saing yang menerapkan digital tourism sebagai strategi dikeluarkan oleh World Travel & Tourism prioritas. Aplikasi dari strategi ini salah Council (WTTC). satunya adalah dengan mencanangkan Tourism 4.0 yang dimulai dengan Dalam meningkatkan daya saing pariwisata, mengembangkan suatu platform destination pertama yang harus dilakukan adalah dengan marketplace yang diberi nama ITX menciptakan proposisi nilai (value (Indonesia Tourism Exchange). proposition) yang mengedepankan kualitas pengalaman bagi pengunjung. Karena inti Selain digital tourism, Yahya(2017), dari produk wisata adalah pengalaman menegaskan bahwa kementerian pariwisata (experiences). Menciptakan pengalaman juga tengah menggenjot program homestay dapat diraih dari pemahaman mengenai untuk mendukung sarana amenitas. kebutuhan (needs), keinginan (wants) dan Kementerian Pariwisata akan menggiring permintaan (demand) yang dicerminkan Indonesia menjadi negara dengan homestay dalam sikap dan atau perilaku pasar terbesar, terbanyak, dan terbaik dunia. Target (Hidayah, 2019). jumlah homestay baru pada 2019 adalah 100.000 yang akan tersebar di seluruh Yahya (2017), menyatakan bahwa: “Kondisi Indonesia, minimal di 10 Bali Baru, atau 10 pasar sudah berubah, “Hampir 63 % Destinasi Prioritas yang sudah ditetapkan transaksi jasa travel dilakukan secara online sebelumnya. Tahun ini 2017, ditargetkan sehingga bila biro perjalanan tidak segera 20.000, tahun 2018 ditambah 30.000, dan menyesuaikan diri ke digital atau tetap 2019 dibangun 50.000 yang bakal mencapai konvensional maka nasibnya akan seperti 100.000 pada 2019. Homestay itu dikelola Wartel (Warung Telekomunikasi). Perubahan secara korporasi, bukan cara koperasi. pasar ini dipengaruhi oleh gaya hidup Homestay ini dijalankan dengan mesin baru, wisatawan yang juga berubah. Wisatawan model bisnis baru, berbasis pada digital. dalam melalukan perjalanan (travelling) tak Beliau juga menegaskan bahwa, program lepas dari digital; mulai dari mencari dan homestay desa wisata yang dilaksanakan melihat-lihat informasi (look), kemudian mulai tahun ini merupakan kontribusi memesan paket wisata yang diminati (book) Kemenpar terhadap Program Sejuta Rumah hingga membayar secara online (pay). bagi Masyarakat Berpenghasilan Rendah Sekitar 70 % wisman melakukan searchand (MBR). Pembangunan homestay mempunyai share menggunakana media digital”. nilai strategis. Terutama untuk memperkuat Fenomena yang lain adalah bahwa pada era unsur Amenitas dalam teori 3A, yakni milenial saat ini, permintaan pengunjung atraksi, amenitas, dan aksesibilitas. memiliki kecenderungan (trends) yang Penggunaan TIK (seperti: internet of things, menginginkan kemudahan dan cara-cara cloud computing, big data dan digital instan. Hal tersebut salah satunya 102 https://amptajurnal.ac.id/index.php/MWS ISSN 16935969 Media Wisata, Volume 18, Nomor 1, Mei 2020 EISSN 26858436 tourism) dengan tujuan untuk memberikan sumberdaya, khususnya homestay masih kemudahan dan pelayanan instan serta real belum diketahui dengan jelas. time kepada pengunjung, pada industri Atas dasar fenomena tersebut, maka pariwisata dikenal dengan istilah smart diperlukan penelitian mengenai kesiapan tourism. Menurut Buhalis dan Amaranggana sarana homestay di KEK TL-Pandeglang (2014), konsep smart tourism dapat dalam kerangka pengembangan Smart dilakukan dengan menggunakan TIK di Tourism dengan pertanyaan penelitian mana-mana pada semua organisasi dan sebagai berikut: (1) Bagaimana program entitas yang ada di destinasi pariwisata untuk homestay desa wisata dalam kerangka meningkatkan kualitas pengalaman konsep smart tourism di Tanjung Lesung pengunjung. Dari hal tersebut dapat diartikan Kabupaten Pandeglang Banten? (2) bahwa, pengaplikasian smart tourism di Bagaimana implementasi program homestay destinasi pariwisata pada saat ini sudah yang berbasis desa wisata dalam kerangka menjadi keniscayaan dalam usaha konsep smart tourism di Tanjung Lesung meningkatkan daya saing destinasi Kabupaten Pandeglang Banten? (3) pariwisata. Bagaimana pemahaman para pemangku Dalam pengembangan 10 destinasi kepentingan dalam menerapkan smart pariwisata prioritas, KEK dibangun dengan tourism di Tanjung Lesung Kabupaten tujuan untuk memudahkan seluruh pihak Pandeglang Banten? yang berkepentingan dalam melakukan kegiatannya, baik dari sisi supply maupun dari sisi demand. Untuk itu, konsep KEK LITERATUR REVIEW yang didukung oleh penggunaan TIK akan Smart Tourism menjadi destinasi pariwisata yang menerapkan konsep smart tourism.KEK Menurut Wang, Jin & Zhou (2012), kata Tanjung Lesung (KEK TL) merupakan salah “smart” mempunyai arti “bijaksana” satu dari tiga KEK yang dikembangkan pada (wisdom). Secara eksplisit, “smart” juga saat ini. Dari sisi demand, karakteristik dapat berarti “teroptimisasi terhadap pengunjung KEK TL menurut Anindita dkk. kebutuhan-kebutuhan yang spesifik” (2017) sangat sesuai dengan kecenderungan (Gretzel, Sigal dkk., 2015). Sementara itu pasar saat ini yaitu jenis wisatawan yang Harrison dkk. (2010) berpendapat bahwa melakukan perjalanan instan yang sifat smart terbentuk ketika individu atau membutuhkan koneksi internet dan aplikasi grup mengeksploitasi operasi data secara yang dapat mempermudah mereka saat real-time, yaitu dengan menggunakan traveling. Sedangkan dari sisi supply, produk analisis yang kompleks untuk memodelkan, diarahkan untuk mengoptimalkan mengoptimisasikan, dan memvisualisasikan kesejahteraan masyarakat
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