Tourism Supply Chain Framework: A Case on Tourism Village

摘要

Tourism Supply Chain (TSC) becomes an important issue when dealing with the sustainability of a tourist destination. Since a tourist destination has to collaborate, coordinate, and build partnership with suppliers, TSC plays a major role in achieving long-term success amidst highly competitive market. TSC research in tourism village is scarce since the concept of tourism village is just explored recently. Thus, the purposes of this study are to identify the members and their roles in the TSC of a tourism village. The framework of TSC in a tourism village is also proposed. This is the first study that attempts to identify the members and explore their roles in the TSC of tourism villages in Bali. This research utilized a multiple-case study method through in-depth interview, direct observation, and documentation. Data was analyzed by implementing the Miles and Huberman analyses. The research has taken place in three tourism villages i.e. Sanur Kauh, Mas, and Abang Airawang Suter located in Bali Province, Indonesia. Informants were selected by purposive sampling and then interviewed. Data saturation is achieved after 30 interviews and the data collection was ended. The study revealed that the members of TSC are catering and food and beverage (F&B) suppliers, accommodation, service providers, cultural and social events, transportation, excursion, tour operator, travel agent, and tourists. Their roles were varied and bounded by informal contract. Interestingly, the roles of tour operator and travel agent has diminished, being replaced by the Internet and social media. Finding their influence on TSC is the suggestion for future research.