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1 BAB I PENDAHULUAN A. Latar Belakang Masalah Hospitality

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1 BAB I PENDAHULUAN A. Latar Belakang Masalah Hospitality BAB I PENDAHULUAN A. Latar Belakang Masalah Hospitality industry adalah istilah yang digunakan untuk merujuk pada industri yang kegiatan utamanya berhubungan dengan keramah-tamahan, pelayanan, dan hiburan. Hospitality industry, atau lebih sering disebut sebagai industri jasa pelayanan dan ramah-tamah ini, terbagi menjadi tiga sektor. Pertama, sektor industri jasa penyedia layanan makanan dan minuman; kedua, sektor industri jasa akomodasi dan penginapan; dan ketiga, sektor industri jasa pelayanan perjalanan dan transpostasi. Penggabungan dua atau lebih dari sektor-sektor industri jasa pelayanan tersebut, menciptakan sebuah usaha jasa yang lebih kompleks dan luas cakupannya. Hotel, misalnya, merupakan gabungan antara usaha jasa penyedia makanan dan minuman dengan usaha jasa akomodasi dan penginapan. Saat ini, hospitality industry telah berkembang menjadi salah satu komponen ekonomi global terbesar di dunia. Di banyak negara, hospitality industry diandalkan menjadi salah satu sumber pendapatan negara tersebut. Di Indonesia, semua industri jasa layanan yang termasuk di dalam kelompok hospitality industry, digolongkan ke dalam sektor industri pariwisata, dan menjadi salah satu subsektor industri perdagangan, jasa, dan investasi. Hingga saat ini, industri pariwisata Indonesia terus memperlihatkan pertumbuhan yang tinggi di tiap tahunnya. Pertumbuhan ini menjadikan industri pariwisata sebagai subsektor indutri perdagangan, jasa, dan investasi, yang terbesar dan tercepat perkembangannya. Data yang dikeluarkan oleh Pusat Data dan Informasi Kementrian Pariwisata dan Ekonomi Kreatif dan Badan Pusat Statistik (BPS), menyebutkan bahwa sampai akhir tahun 2012, total jumlah wisatawan asing yang mengunjungi Indonesia adalah 8.044.462 orang. Selain menunjukkan peningkatan sebesar 5 persen dari total jumlah wisatawan asing yang mengunjungi Indonesia di tahun sebelumnya, angka ini setara dengan 9,07 milyar pendapatan negara, dan menempatkan pariwisata sebagai sektor industri non-migas penyumbang devisa tertinggi di Indonesia. (Badan Pusat Statistik: 2011) Mobilisasi sebanyak mungkin wisatawan, baik domestik maupun mancanegara, dari dan/atau ke wilayah Indonesia adalah kunci untuk terus meningkatkan pendapatan 1 2 negara melalui industri pariwisata. Oleh karena itu, pemerintah terus mengupayakan perbaikan sistem pelayanan dan pengembangan infrastruktur, yang akan semakin mempermudah akses wisatawan dari dan/atau menuju destinasi-destinasi wisata; mengeksplorasi berbagai macam potensi pariwisata, khususnya keindahan dan kekayaan alam serta keanekaragaman budaya untuk dikembangkan dan dipromosikan menjadi destinasi-destinasi wisata baru; serta giat mengembangkan wisata MICE. MICE (Meeting, Incentive, Convention, Exhibition) adalah jenis kegiatan yang terdapat dalam industri pariwisata, kegiatan ini telah direncakanan oleh suatu kelompok atau kumpulan orang yang memiliki kesamaan tujuan dalam penyelenggaran kegiatan tersebut. Pendit (1999:25) mendifinisikan MICE sebagai wisata konvensi, dengan batasan: usaha jasa konvensi, perjalanan insentif, dan pameran. MICE merupakan sebuah usaha dengan kegiatan memberi jasa pelayanan bagi suatu pertemuan untuk komunitas-komunitas tertentu, misalnya negarawan, usahawan, dan cendekiawan, untuk membahas masalah-masalah yang berkaitan dengan kepentingan bersama. Sedangkan Kesrul (2004:3) menyatakan bahwa MICE sebagai suatu kegiatan kepariwisataan yang aktifitasnya merupakan perpaduan antara leisure dan business, yang biasanya melibatkan sekelompok orang, rangkaian kegiatannya dalam bentuk rapat (meetings), perjalanan dinas (incentive travels), konvensi (conventions), konggres (congresses), konferensi (conference), dan pameran (exhibition). Pertumbuhan ekonomi serta stabilitas politik dan keamanan yang semakin membaik, menjadikan Indonesia menjadi destinasi yang semakin diperhitungkan oleh pasar wisata MICE. Hal ini terlihat dari semakin banyaknya kegiatan besar tingkat internasional yang diselenggarakan kota-kota besar di Indonesia. Untuk meningkatkan wisata MICE ini, pemerintah, melalui Kementrian Pariwisata dan Ekonomi Kreatif, menetapkan 10 kota utama dan 3 kota potensial tujuan MICE di Indonesia. Kesepuluh kota utama tersebut adalah Medan, Padang, Bukit Tinggi, Batam, Jakarta, Bandung, Yogyakarta, Surabaya, Bali, Makasar dan Manado. Sedangkan tiga kota potensial adalah Palembang, Lombok, dan Balikpapan. (Warta Ekspor, 2011: 5) Industri jasa akomodasi perhotelan memiliki peran menentukan di dalam industri MICE, dan pada kenyataannya pertumbuhan industri pariwisata telah membawa pengaruh langsung terhadap perkembangan industri jasa akomodasi perhotelan. Badan Pusat Statistik (BPS) menyatakan bahwa pada tahun 2012, penambahan jumlah hotel 3 baru di Indonesia mencapai 9 persen. Artinya, sampai akhir tahun 2012, lebih dari 1.600 hotel dengan total jumlah kamar hingga mencapai 156.000 unit, menjalankan bisnis mereka di Indonesia. Industri jasa akomodasi perhotelan ini diperkirakan akan terus berkembang di tahun-tahun mendatang, terlebih setelah digiatkannya industri wisata MICE di Indonesia. (Badan Pusat Statistik: 2011). Selain industri jasa akomodasi dan perhotelan, faktor-faktor yang ikut menentukan industri wisata MICE adalah: (1) Keamanan. Artinya, semua kegiatan MICE harus bisa dijamin keamanan penyelenggarannya. Oleh karena itu, setiap event yang diselenggarakan perlu mendapatkan fasilitas pengamanan yang memadahi, tidak hanya di venue dan akomodasi, namun juga di tempat-tempat yang menjadi bagian pendukung kegiatan; (2) Harga. Artinya, dalam menentukan daerah tujuan kegiatannya, konsumen MICE akan memprioritaskan harga yang bersaing dengan fasilitas yang lengkap, termasuk fasilitas hiburan yang memadai serta fasilitas-fasilitas pendukung lain diluar kegiatan utama; (3) Kemudahan akses. Maksudnya, ketersediaan fasilitas aksesibilitas baik dari darat, laut maupun udara. Transportasi yang mudah aman, efisien dan bebas hambatan mempermudah para konsumen MICE dalam menjangkau kawasan tersebut; (4) Fasilitas. Ini mengacu kepada kelengkapan fasilitas yang terjaga dengan baik pada venue pelaksanaan MICE akan membuat konsumen MICE nyaman untuk tinggal lebih lama; (5) Infrastruktur. Artinya, seluruh fasilitas infrastruktur langsung seperti venue meeting dan konvensi yang berstandar internasional dengan jumlah kapasitas yang memadai, serta terintegrasi dengan hotel dan tempat hiburan; (6) Hiburan penunjang, yaitu program hiburan selama penyelenggaraan kegiatan, yang akan menjadi daya tarik bagi para konsumen MICE, untuk mengilangkan kejenuhan mengikuti acara. Program hiburan ini tidak hanya dalam bentuk seni pertunjukan, namun juga bisa diintegrasikan dengan bentuk wisata lain, misalnya wisata belanja dan wisata kuliner; dan (7) Bahasa, artinya adanya kebutuhan tourism hospitality and MICE staff yang cakap berbahasa asing, yang selalu siap melayani dan mempermudah konsumen MICE dalam mengikuti agenda kegiatannya. Penyedia jasa MICE sudah selayaknya menyediakan sumber daya manusia profesional yang mampu berbahasa asing. (Warta Ekspor, 2011: 5). Merujuk pada faktor-faktor penentu industri wisata MICE tersebut diatas, maka bisa disimpulkan di sini, bahwa sumber daya manusia (SDM) merupakan salah satu 4 faktor yang menentukan di industri kepariwisataan, karena pariwisata merupakan industri jasa yang melibatkan manusia sebagai faktor penggeraknya. Dengan demikian, pendidikan dan pelatihan di bidang pariwisata memberikan kontribusi yang sangat besar dalam menciptakan SDM pariwisata yang handal dan profesional. Dalam hal ini, peran institusi pendidikan dan pelatihan pariwisata baik di tingkat menengah maupun tinggi sangat penting dalam menghasilkan tenaga terampil dan terdidik, yang tidak hanya tercermin dari penguasaan pengetahuan dan ketrampilan teknis yang dibutuhkan di lapangan kerja (hard skills), namun juga kompetensi - kompetensi nonteknis yang merujuk pada kualitas kepribadian yang dibutuhkan di lapangan pekerjaann (soft skills). Diantara kompetensi-kompetensi nonteknis (soft skills) yang dibutuhkan oleh SDM pariwisata, kompetensi berkomunikasi yang efektif baik secara lisan maupun tertulis, adalah kompetensi nonteknis yang paling besar peranannya. Hal ini sejalan dengan International Commission on Education for the Twenty-First Century (1996) yang merekomendasikan empat pilar untuk mewujudkan pendidikan masa depan yang lebih baik. Dari keempat pilar ini, yang patut dicermati adalah dua isu krusial yang mendasari pilar Learning to do. Isu krusial pertama adalah, bagaimana pendidikan dan pelatihan profesi atau vokasi mampu mempersiapkan dan membekali peserta didik untuk siap diterjunkan ke industri atau dunia kerja. Isu ini muncul karena 2 tren yang terus berkembang dalam satu dekade terakhir. Pertama, perubahan paradigma Dari Ketrampilan ke Kompetensi Diri. Tren yang berkembang di dunia industri saat ini menempatkan kompetensi diri lebih tinggi daripada keterampilan, pengetahuan, dan kemampuan yang secara normatif ditunjukkan di dalam ijazah, sertifikat, atau sejenisnya, yang pada kenyataannya hanya menunjukkan kemampuan menyelesaikan pekerjaan manual. Kompetensi diri ini terlihat dari potensi dan kompetensi yang dicapai tidak hanya melalui rangkaian pelatihan kerja, namun juga dibangun dari perilaku dan interaksi sosial. Kompetensi diri, atau biasa disebut interpersonal skill ini, selanjutnya dikombinasikan dengan pengetahuan dan ketrampilan profesional lainnya. Dari semua kompetensi yang ada, ketrampilan berkomunikasi dan kemampuan memecahkan masalah secara individu maupun di dalam tim, dianggap yang paling
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