Tourism Development Strategy of Flory Village in Yogyakarta in the Face of the Covid-19 Pandemic
DOI:
https://doi.org/10.53697/emak.v6i4.4123Keywords:
Community-Based Tourism, SWOT Analysis, Tourism Strategy, Post-Pandemic RecoveryAbstract
This study aims to analyse the development strategy of Kampung Flory Tourism Village in Yogyakarta, Indonesia, in responding to post-pandemic challenges. A qualitative descriptive approach was applied, supported by SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis. Data were collected through observations, in-depth interviews, and questionnaires involving 100 tourists selected using incidental sampling. The findings reveal that Kampung Flory has strong internal capabilities, with an IFAS score of 3.115, where strengths (2.084) outweigh weaknesses (1.031). Key strengths include environmental quality, adequate facilities, and digital promotion. The EFAS score of 2.722 indicates that opportunities (2.056) exceed threats (0.667), driven by increasing demand for nature-based tourism, technological advancement, and accessibility. The SWOT matrix positions Kampung Flory in Quadrant I, indicating a growth-oriented strategy. Strategic priorities include environmental conservation, optimisation of digital marketing, tourism product innovation, and service quality improvement. These strategies are essential to enhance destination resilience and competitiveness in the post-pandemic era. This study contributes to community-based tourism and crisis management literature by highlighting the importance of leveraging internal strengths to capitalise on emerging tourism trends.
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Akkemik, A., & Perlaky, D. (2023). Impact of COVID-19 on tourism: Evidence from SAM assessments of Hungary and Turkey. Advances in Hospitality and Tourism Research, 11(1), 146–170. https://doi.org/10.30519/ahtr.950519
Ariffin, N. H. M., Mazlin, I., Zakaria, M. Z., Yusoff, F. H., & Nasrudin, Z. A. (2022). Edutourism augmented reality mobile application for forest conservation. Proceedings of International Conference on Research in Education and Science, 8(1), 207–219.
Aryeh-Adjei, A. A., Anang, S. A., & Osei-Adusah, D. (2022). Local participation in community-based development projects in Ghana. International Journal of Social Ecology and Sustainable Development, 13(1), 1–13. https://doi.org/10.4018/IJSESD.2022010104
Awad, A. (2025). The role of digital marketing tools in promoting tourism: An applied study on online marketing strategies. Innovative Marketing, 21(2). https://doi.org/10.21511/im.21(2).2025.02
Bandaru, R., & Kumar, J. R. (2021). Tourism service in India: A model for identifying niche tourism products in view of foreign tourists. International Journal of Hospitality and Tourism Systems, 14(1), 121.
Carrasco, H. G. N., Chavez, Y. M. G., Bendezú, M. H. P., & Vargas-Merino, J. A. (2025). Digital marketing strategies to increase tourism: A systematic review between 2018–2024. In 2025 IEEE International Conference on Technology Management, Operations and Decisions (ICTMOD) (pp. 1–8). https://doi.org/10.1109/ICTMOD66732.2025.11371834
Castro, C., & Dieguez, T. (2024). Economic resilience: Fiscal policy, tourism, and ICT in COVID-19. European Conference on Management, Leadership and Governance, 20(1), 70–78. https://doi.org/10.34190/ecmlg.20.1.3171
da Fonseca, P. D. R., & Gustavo, N. (2020). Trends in digital marketing capable of attracting millennials: Impact of Instagrammers on consumer travel behaviour. In Strategic business models to support demand, supply, and destination management in the tourism and hospitality industry (pp. 21–49). IGI Global. https://doi.org/10.4018/978-1-5225-9936-4.ch002
de Oliveira Sampaio, A., Miranda, M. P., Gaye, M., & Soares, R. M. F. (2025). Sustainable tourism and extreme intercurrences: Recovery strategies and future perspectives. In A research agenda for tourism and risk (pp. 6–23). Edward Elgar Publishing. https://doi.org/10.4337/9781035327003.00006
Dieguez, T. (2021). Understanding human resources needs in tourism: A competitive advantage. In Handbook of research on human capital and people management in the tourism industry (pp. 20–40). IGI Global Scientific Publishing. https://doi.org/10.4018/978-1-7998-4318-4.ch002
Ferreira, T., Custódio, S., & Carmo, M. do. (2025). The impact of the economic crisis and the pandemic on the Portuguese tourism industry: An econometric approach. Sustainability, 17(19), Article 8896. https://doi.org/10.3390/su17198896
Gaki, E., & Koufodontis, N. I. (2022). Regional tourism resilience and recovery in times of crises. GeoJournal of Tourism and Geosites, 40(1), 259–266. https://doi.org/10.30892/gtg.40131-827
Hair, J., Anderson, R., Babin, B., & Black, W. (2010). Multivariate data analysis (8th ed.). Prentice Hall.
Islam, N., & Sadhukhan, S. (2025). Relationship among creative tourism development strategies, creative industries, and activities: A case study of Lucknow, India. Journal of Destination Marketing & Management, 36, 100988. https://doi.org/10.1016/j.jdmm.2024.100988
Kang, K. E., & Lee, K. (2023). Collaboration and public participation for municipal growth in land economic development projects. Economic Development Quarterly, 37(2), 170–182. https://doi.org/10.1177/08912424231159046
Rachmawatie, D. (2021). Apakah kunjungan wisata, tingkat pengangguran, dan nilai ekspor berpengaruh terhadap pendapatan domestik regional bruto (Studi kasus: Sebelum DKI Jakarta menghadapi COVID-19). Jurnal Manajemen Terapan dan Keuangan, 10(03), 368–377. https://doi.org/10.22437/jmk.v10i03.15680
Rodousakis, N., & Soklis, G. (2022). The impact of COVID-19 on the US economy: The multiplier effects of tourism. Economies, 10(1), Article 2. https://doi.org/10.3390/economies10010002
Sastri, R., Li, F., Setiyawan, A., & Monika, A. K. (2025). Measuring the multiplier effect of regional tourism and its spatial distribution in Indonesia before and after the COVID-19. Kybernetes, 54(4), 2087–2110. https://doi.org/10.1108/K-09-2023-1843
Sharma, S., Dogra, J., & Khan, S. (2024). Destination resilience and transformations in the tourism sector: New tendencies in destination development and management. Tourism & Management Studies, 20(4), 17–26. https://doi.org/10.18089/tms.20240402
Sugiyono. (2013). Metode penelitian kuantitatif, kualitatif dan R&D (13th ed.). Alfabeta.
Swadhi, R., Gayathri, K., Dimri, S., Balakrishnan, A., & Jyothi, P. (2025). Role of digital marketing in shaping travel decisions: Consumer behavior in tourism. In Intersections of niche tourism and marketing (pp. 153–176). IGI Global Scientific Publishing. https://doi.org/10.4018/979-8-3693-8417-6.ch007
Vumbunu, T., Viviers, P.-A., & du Plessis, E. (2022). Trends and development of tourism product diversification in Botswana: Lessons learned. Journal of Environmental Management & Tourism, 13(4), 1016–1035. https://doi.org/10.14505/jemt.v13.4(60).09
Zhong, D., Wang, Y., Wang,L., Sun, Q., & Wang, M. (2025). Information overload in digital tourism marketing: Challenges and opportunities for enhancing purchase intentions. Information Development. Advance online publication. https://doi.org/10.1177/02666669251334136
Zhong, J. (2024). A study of the effect of tourist experience quality on loyalty and revisit intention in tourist destinations. Applied Mathematics and Nonlinear Sciences, 9. https://doi.org/10.2478/amns-2024-3103
MAKE 1 ENTER SPACE IN EVERY SENTENCE
Akkemik, A., & Perlaky, D. (2023). Impact of COVID-19 on tourism: Evidence from SAM assessments of Hungary and Turkey. Advances in Hospitality and Tourism Research, 11(1), 146–170. https://doi.org/10.30519/ahtr.950519
Ariffin, N. H. M., Mazlin, I., Zakaria, M. Z., Yusoff, F. H., & Nasrudin, Z. A. (2022). Edutourism augmented reality mobile application for forest conservation. Proceedings of International Conference on Research in Education and Science, 8(1), 207–219.
Aryeh-Adjei, A. A., Anang, S. A., & Osei-Adusah, D. (2022). Local participation in community-based development projects in Ghana. International Journal of Social Ecology and Sustainable Development, 13(1), 1–13. https://doi.org/10.4018/IJSESD.2022010104
Awad, A. (2025). The role of digital marketing tools in promoting tourism: An applied study on online marketing strategies. Innovative Marketing, 21(2). https://doi.org/10.21511/im.21(2).2025.02
Bandaru, R., & Kumar, J. R. (2021). Tourism service in India: A model for identifying niche tourism products in view of foreign tourists. International Journal of Hospitality and Tourism Systems, 14(1), 121.
Carrasco, H. G. N., Chavez, Y. M. G., Bendezú, M. H. P., & Vargas-Merino, J. A. (2025). Digital marketing strategies to increase tourism: A systematic review between 2018–2024. In 2025 IEEE International Conference on Technology Management, Operations and Decisions (ICTMOD) (pp. 1–8). https://doi.org/10.1109/ICTMOD66732.2025.11371834
Castro, C., & Dieguez, T. (2024). Economic resilience: Fiscal policy, tourism, and ICT in COVID-19. European Conference on Management, Leadership and Governance, 20(1), 70–78. https://doi.org/10.34190/ecmlg.20.1.3171
da Fonseca, P. D. R., & Gustavo, N. (2020). Trends in digital marketing capable of attracting millennials: Impact of Instagrammers on consumer travel behaviour. In Strategic business models to support demand, supply, and destination management in the tourism and hospitality industry (pp. 21–49). IGI Global. https://doi.org/10.4018/978-1-5225-9936-4.ch002
de Oliveira Sampaio, A., Miranda, M. P., Gaye, M., & Soares, R. M. F. (2025). Sustainable tourism and extreme intercurrences: Recovery strategies and future perspectives. In A research agenda for tourism and risk (pp. 6–23). Edward Elgar Publishing. https://doi.org/10.4337/9781035327003.00006
Dieguez, T. (2021). Understanding human resources needs in tourism: A competitive advantage. In Handbook of research on human capital and people management in the tourism industry (pp. 20–40). IGI Global Scientific Publishing. https://doi.org/10.4018/978-1-7998-4318-4.ch002
Ferreira, T., Custódio, S., & Carmo, M. do. (2025). The impact of the economic crisis and the pandemic on the Portuguese tourism industry: An econometric approach. Sustainability, 17(19), Article 8896. https://doi.org/10.3390/su17198896
Gaki, E., & Koufodontis, N. I. (2022). Regional tourism resilience and recovery in times of crises. GeoJournal of Tourism and Geosites, 40(1), 259–266. https://doi.org/10.30892/gtg.40131-827
Hair, J., Anderson, R., Babin, B., & Black, W. (2010). Multivariate data analysis (8th ed.). Prentice Hall.
Islam, N., & Sadhukhan, S. (2025). Relationship among creative tourism development strategies, creative industries, and activities: A case study of Lucknow, India. Journal of Destination Marketing & Management, 36, 100988. https://doi.org/10.1016/j.jdmm.2024.100988
Kang, K. E., & Lee, K. (2023). Collaboration and public participation for municipal growth in land economic development projects. Economic Development Quarterly, 37(2), 170–182. https://doi.org/10.1177/08912424231159046
Rachmawatie, D. (2021). Apakah kunjungan wisata, tingkat pengangguran, dan nilai ekspor berpengaruh terhadap pendapatan domestik regional bruto (Studi kasus: Sebelum DKI Jakarta menghadapi COVID-19). Jurnal Manajemen Terapan dan Keuangan, 10(03), 368–377. https://doi.org/10.22437/jmk.v10i03.15680
Rodousakis, N., & Soklis, G. (2022). The impact of COVID-19 on the US economy: The multiplier effects of tourism. Economies, 10(1), Article 2. https://doi.org/10.3390/economies10010002
Sastri, R., Li, F., Setiyawan, A., & Monika, A. K. (2025). Measuring the multiplier effect of regional tourism and its spatial distribution in Indonesia before and after the COVID-19. Kybernetes, 54(4), 2087–2110. https://doi.org/10.1108/K-09-2023-1843
Sharma, S., Dogra, J., & Khan, S. (2024). Destination resilience and transformations in the tourism sector: New tendencies in destination development and management. Tourism & Management Studies, 20(4), 17–26. https://doi.org/10.18089/tms.20240402
Sugiyono. (2013). Metode penelitian kuantitatif, kualitatif dan R&D (13th ed.). Alfabeta.
Swadhi, R., Gayathri, K., Dimri, S., Balakrishnan, A., & Jyothi, P. (2025). Role of digital marketing in shaping travel decisions: Consumer behavior in tourism. In Intersections of niche tourism and marketing (pp. 153–176). IGI Global Scientific Publishing. https://doi.org/10.4018/979-8-3693-8417-6.ch007
Vumbunu, T., Viviers, P.-A., & du Plessis, E. (2022). Trends and development of tourism product diversification in Botswana: Lessons learned. Journal of Environmental Management & Tourism, 13(4), 1016–1035. https://doi.org/10.14505/jemt.v13.4(60).09
Zhong, D., Wang, Y., Wang,L., Sun, Q., & Wang, M. (2025). Information overload in digital tourism marketing: Challenges and opportunities for enhancing purchase intentions. Information Development. Advance online publication. https://doi.org/10.1177/02666669251334136
Zhong, J. (2024). A study of the effect of tourist experience quality on loyalty and revisit intention in tourist destinations. Applied Mathematics and Nonlinear Sciences, 9. https://doi.org/10.2478/amns-2024-3103
Akkemik, A., & Perlaky, D. (2023). Impact of COVID-19 on tourism: Evidence from SAM assessments of Hungary and Turkey. Advances in Hospitality and Tourism Research, 11(1), 146–170. https://doi.org/10.30519/ahtr.950519
Ariffin, N. H. M., Mazlin, I., Zakaria, M. Z., Yusoff, F. H., & Nasrudin, Z. A. (2022). Edutourism augmented reality mobile application for forest conservation. Proceedings of International Conference on Research in Education and Science, 8(1), 207–219.
Aryeh-Adjei, A. A., Anang, S. A., & Osei-Adusah, D. (2022). Local participation in community-based development projects in Ghana. International Journal of Social Ecology and Sustainable Development, 13(1), 1–13. https://doi.org/10.4018/IJSESD.2022010104
Awad, A. (2025). The role of digital marketing tools in promoting tourism: An applied study on online marketing strategies. Innovative Marketing, 21(2). https://doi.org/10.21511/im.21(2).2025.02
Bandaru, R., & Kumar, J. R. (2021). Tourism service in India: A model for identifying niche tourism products in view of foreign tourists. International Journal of Hospitality and Tourism Systems, 14(1), 121.
Carrasco, H. G. N., Chavez, Y. M. G., Bendezú, M. H. P., & Vargas-Merino, J. A. (2025). Digital marketing strategies to increase tourism: A systematic review between 2018–2024. In 2025 IEEE International Conference on Technology Management, Operations and Decisions (ICTMOD) (pp. 1–8). https://doi.org/10.1109/ICTMOD66732.2025.11371834
Castro, C., & Dieguez, T. (2024). Economic resilience: Fiscal policy, tourism, and ICT in COVID-19. European Conference on Management, Leadership and Governance, 20(1), 70–78. https://doi.org/10.34190/ecmlg.20.1.3171
da Fonseca, P. D. R., & Gustavo, N. (2020). Trends in digital marketing capable of attracting millennials: Impact of Instagrammers on consumer travel behaviour. In Strategic business models to support demand, supply, and destination management in the tourism and hospitality industry (pp. 21–49). IGI Global. https://doi.org/10.4018/978-1-5225-9936-4.ch002
de Oliveira Sampaio, A., Miranda, M. P., Gaye, M., & Soares, R. M. F. (2025). Sustainable tourism and extreme intercurrences: Recovery strategies and future perspectives. In A research agenda for tourism and risk (pp. 6–23). Edward Elgar Publishing. https://doi.org/10.4337/9781035327003.00006
Dieguez, T. (2021). Understanding human resources needs in tourism: A competitive advantage. In Handbook of research on human capital and people management in the tourism industry (pp. 20–40). IGI Global Scientific Publishing. https://doi.org/10.4018/978-1-7998-4318-4.ch002
Ferreira, T., Custódio, S., & Carmo, M. do. (2025). The impact of the economic crisis and the pandemic on the Portuguese tourism industry: An econometric approach. Sustainability, 17(19), Article 8896. https://doi.org/10.3390/su17198896
Gaki, E., & Koufodontis, N. I. (2022). Regional tourism resilience and recovery in times of crises. GeoJournal of Tourism and Geosites, 40(1), 259–266. https://doi.org/10.30892/gtg.40131-827
Hair, J., Anderson, R., Babin, B., & Black, W. (2010). Multivariate data analysis (8th ed.). Prentice Hall.
Islam, N., & Sadhukhan, S. (2025). Relationship among creative tourism development strategies, creative industries, and activities: A case study of Lucknow, India. Journal of Destination Marketing & Management, 36, 100988. https://doi.org/10.1016/j.jdmm.2024.100988
Kang, K. E., & Lee, K. (2023). Collaboration and public participation for municipal growth in land economic development projects. Economic Development Quarterly, 37(2), 170–182. https://doi.org/10.1177/08912424231159046
Rachmawatie, D. (2021). Apakah kunjungan wisata, tingkat pengangguran, dan nilai ekspor berpengaruh terhadap pendapatan domestik regional bruto (Studi kasus: Sebelum DKI Jakarta menghadapi COVID-19). Jurnal Manajemen Terapan dan Keuangan, 10(03), 368–377. https://doi.org/10.22437/jmk.v10i03.15680
Rodousakis, N., & Soklis, G. (2022). The impact of COVID-19 on the US economy: The multiplier effects of tourism. Economies, 10(1), Article 2. https://doi.org/10.3390/economies10010002
Sastri, R., Li, F., Setiyawan, A., & Monika, A. K. (2025). Measuring the multiplier effect of regional tourism and its spatial distribution in Indonesia before and after the COVID-19. Kybernetes, 54(4), 2087–2110. https://doi.org/10.1108/K-09-2023-1843
Sharma, S., Dogra, J., & Khan, S. (2024). Destination resilience and transformations in the tourism sector: New tendencies in destination development and management. Tourism & Management Studies, 20(4), 17–26. https://doi.org/10.18089/tms.20240402
Sugiyono. (2013). Metode penelitian kuantitatif, kualitatif dan R&D (13th ed.). Alfabeta.
Swadhi, R., Gayathri, K., Dimri, S., Balakrishnan, A., & Jyothi, P. (2025). Role of digital marketing in shaping travel decisions: Consumer behavior in tourism. In Intersections of niche tourism and marketing (pp. 153–176). IGI Global Scientific Publishing. https://doi.org/10.4018/979-8-3693-8417-6.ch007
Vumbunu, T., Viviers, P.-A., & du Plessis, E. (2022). Trends and development of tourism product diversification in Botswana: Lessons learned. Journal of Environmental Management & Tourism, 13(4), 1016–1035. https://doi.org/10.14505/jemt.v13.4(60).09
Zhong, D., Wang, Y., Wang, L., Sun, Q., & Wang, M. (2025). Information overload in digital tourism marketing: Challenges and opportunities for enhancing purchase intentions. Information Development. Advance online publication. https://doi.org/10.1177/02666669251334136
Zhong, J. (2024). A study of the effect of tourist experience quality on loyalty and revisit intention in tourist destinations. Applied Mathematics and Nonlinear Sciences, 9. https://doi.org/10.2478/amns-2024-3103
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