Good Tourism Governance: A Strategy For Sustainable Tourism In South Sulawesi

Abstract

Purpose – This study aims to construct the tourism governance as strategy to support sustainable tourism in South Sulawesi, by examining and analyzing the role of tourism marketing strategy and collaborative traveler. To bridge the gap, this study employs the role of tourism integrated promotion as mediating variable to create a holistic model called Good Tourism Governance (GTG). 

Design/methodology/approach – This is explanatory study with quantitative approach, using survey method to obtain a number of data. This study picks the Small Medium Entreprises (SMEs) actors as the sample. Out of 302 responses were gathered from SMEs actors using online questionnaire with purposive sampling technique, and the data analyzed with Structural Equation Modeling (SEM-PLS).

Finding - The finding revealed that tourism marketing strategy and collaborative traveler were unbale to approve the direct relationship in supporting sustainable tourism in South Sulawesi. However, although it could not give a direct effect, tourism integrated promotion plays a significant role to mediate and strength the former and the latter effect on sustainable tourism in South Sulawesi. This is proven that the mediating variable that proposed by this study has an essential role in creating Good Tourism Governance.

Implication – the concept of Good Tourism Governance that proposed by this study is expected to shed light for the tourism management in South Sulawesi as a guideline in developing sustainability of tourism destination, which is aligns with the goals of the Indonesia government by making the tourism sector as one of keys in boosting national economic growth.

Originality – This study proposed the Good Tourism Governance as an approach to sustain tourism destination in South Sulawesi.