International Journal of Humanities and Social Science

ISSN 2220-8488 (Print), 2221-0989 (Online) 10.30845/ijhss

Strategic of Empowerment to Improve the Success of the Business Owners’ Coastal
Homestay, Ayat Taufik Arevin, Ma’mun Sarma, Pang S Asngari, Pudji Muljono

The homestay is one of the tourism businesses that can be pursued by coastal communities. homestay as a microbusiness, According to the concept of community-based tourism (CBT), plays an important role in rural development. Service family-oriented, adaptable to the environment and local culture, and relatively affordable price makes the homestay as a trend for foreign tourists. This study aims to formulate a strategic of empowerment to improve the success of the business owners' homestay. Sample was 160 persons in five of KSPN (the Strategic Areas of Indonesian National Tourism) are Pangandaran-West Java, Parangtritis-Yogayakarta, Karangasem, Bali, Untung Jawa Island-Jakarta, and Tanjung Lesung and Ujung Kulon National Park, Banten. The research was conducted between June 2013 and February 2014. Analysis of the data was performed using Pearson product moment correlation analysis, and Structural Equation Modeling (SEM) by SmartPLS 2.0 M3. The results of SEM analysis showed that the success of the business owners' homestay is influenced by: (1) the extension process (the correlation coefficient value is .365); (2) entrepreneurial behavior (.417); and (3) Empowerment (.405) were previously affected by occupational competence (.359). The extension process and entrepreneurial behavior have not been able to increase of empowerment. There are four strategies of empowerment in tourism extension programs: (1) an understanding of internal and external problems; (2) the establishment of the organization/groups; (3) an increase of in occupational competence and entrepreneurial behavior; and (4) develop the ability to compete through promotion.

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