8th International Seminar of Research Month 2023

Volume 2024
http://dx.doi.org/10.11594/nstp.2024.4113

Conference Paper

Evaluation of Implementing the 4A Concept in Unique Tourist Destinations

at Tawun Tourist Park, Ngawi

Leily Suci Rahmatin, Herlina Suksmawati, Praja Firdaus Nuryananda*

Faculty of Social and Political Sciences, Universita Pembangunan Nasional “Veteran” Jawa Timur, Surabaya
60294, Indonesia

*Corresponding author: ABSTRACT

E-mail:
[email protected] Tawun Tourism Park, located in Ngawi, is a special interest tourist
destination which is a leading tourist attraction. Not only local tourists in
Ngawi who visit this place, but also tourists who come from outside the city
are very enthusiastic to see the excitement of the Tawun Tourism Park. With
the improvement of the management superstructure of the Tawun Tourism
Park and support from the local government, the research team assessed the
need for scientific support for tourism analysis. This support can be formed
through a readiness analysis and the application of the 4A concept at the
Tawun Tourism Park. This article will discuss the extent to which awareness
of good tourism management has been used by the Tawun Tourism Park
management and a description of the implementation of the 4A concept in
that place so far. To write this article, one research was carried out in three
stages, namely the preparation stage, the field study implementation stage
and the evaluation stage. The research used a descriptive-qualitative type of
research and data collection techniques were carried out by interviews and
observations. The results of the research conducted are the facts in the field
that Tawun Tourism Park has met the basic criteria for tourism, namely A4
(attraction, amenity, accessibility, ancillary) and the majority of residents
involved in Tawun Tourism Park tourism are local residents, so this is in line
with the spirit of development a tourist destination.

Keywords: Tourism, 4A, management, improvement

Introduction
The development represents a beacon of hope for humanity, offering the potential to elevate
both material and spiritual well-being. Moreover, it serves as the bedrock for aspirations,
nurturing the desire to enhance a nation's fortune based on predefined criteria, ultimately striving
for specific standards of living. Within the realm of tourism, the progression of tourist destinations
is often evaluated through the lens of the tourism development model proposed by Butler in 1980
(as cited in Pitana & Diarta, 2009). This model outlines a cyclical journey for destinations,
encompassing stages such as exploration, involvement, development, consolidation, stagnation,
and post-stagnation (which can either entail decline or rejuvenation). The evolution of tourism,
seen through its multifaceted transformations, propels tourism areas forward, advancing them
through various developmental phases. It is widely recognized that products and tourist
destinations, much like living entities, undergo a life cycle, and this dynamic process exerts a
profound influence on numerous sectors within the industry. Contributing to tourism's growth
are diverse factors, including the availability of tourism resources and potential, as well as the
involvement of human resources, comprising both business actors within the tourism sector and
the custodians of these resources (Ritchie & Jiang, 2019). The tourism industry, being a
multifaceted endeavor, engages various stakeholders in its activities.

How to cite:
Rahmatin, L. S., Suksmawati, H., & Nuryananda, P. F. (2024). Evaluation of implementing the 4A concept in unique
tourist destinations at Tawun Tourist Park, Ngawi. 8th International Seminar of Research Month 2023. NST
Proceedings. pages 68-74. doi: 10.11594/ nstp.2024.4113
 8th ISRM 2023

Tourism stakeholders in Indonesia encompass a diverse array of entities, playing pivotal

roles in shaping and overseeing the nation's tourist destinations. These stakeholders constitute
essential resources for sustaining tourism endeavors. Generally, tourism stakeholders are
categorized into three main groups: the government, which serves as a facilitator; the private
sector or capital owners; and local communities, which possess the tourism resources. However,
Pitana and Diarta (2009), in their work "Introduction to Tourism Science," extend this spectrum,
defining tourism stakeholders as comprising not only staff from the tourism industry but also
consumers, investors, developers, environmentalists, heritage preservationists, cultural
custodians, host communities, and governmental and local/national economic actors. Interactions
among these diverse stakeholders can create a powerful synergy, enhancing the positive impacts
of tourism. Collaboratively, the government and industry can cultivate a conducive business
environment with well-defined regulations, while the industry contributes to economic growth
and infrastructure development. Concurrently, the active involvement and support of local
communities are vital in preserving cultural identity, safeguarding the environment, and
delivering hospitable services to tourists.
Stakeholders wield a crucial role in achieving equilibrium and sustainability in tourism.
Mismanaged tourism can lead to environmental degradation, harm to natural ecosystems, and
increased waste and pollution. Additionally, a surge in tourist numbers can strain natural
resources such as water, energy, and land, jeopardizing a destination's allure to tourists.
Furthermore, tourism can exert influences on local culture and society, potentially eroding
traditions, altering lifestyles, and fostering cultural uniformity. Escalating land prices and the
demand for labor within the tourism sector can disrupt the social and economic fabric of local
communities. Effective sustainable tourism management is indispensable for harmonizing
economic growth, environmental preservation, and respect for local culture. The primary
objective of sustainable tourism management is to minimize the adverse impacts of tourism while
maximizing the benefits for the environment, local communities, and tourists. Examples abound
of tourism activities that have improved service quality and the advantages they offer.
Simultaneously, there are instances of tourism destinations grappling with saturation due to a lack
of proactive measures by stakeholders to mitigate the negative effects of tourism, as exemplified
by the Tawun Jadul Market in Ngawi Regency, East Java—a special interest tourism development
concept currently experiencing these challenges.
Special interest tourism pertains to a category of tourism designed to cater to the unique
interests, hobbies, or specific needs of travelers (Syamsiah et al., 2021). This form of tourism
emphasizes delivering in-depth and tailored experiences, encompassing diverse facets like
culture, nature, sports, art, history, and gastronomy. Its primary goal is to offer a more enriching
and meaningful experience tailored to the particular passions of tourists (Bawole, 2020). The
Tawun Jadul Market in Ngawi Regency, East Java, stands as a distinctive and historically significant
tourist attraction. It is one of the events organized by the Ngawi Regency Tourism Office. The
"Pasar Jadul" or "Pasar Jaman Dulu" made its debut in June 2019, presenting a traditional-style
people's market. This old-school market event is a regular occurrence on Legi Sundays, and it
warrants analysis concerning its sustainability. The event aims to provide an immersive
understanding of culture from eras preceding modernity, recognizing the profound role that such
cultural knowledge played in the lives of pre-modern societies. This knowledge was crucial for
survival, cultural preservation, social cohesion, and maintaining ecological harmony.
In addition to its cultural significance, the Tawun Jadul Market reintroduces local culinary
delights that have been part of the heritage for generations. More than 100 stands offer a variety
of traditional culinary delights, and the market also features antique toys and rare pieces of old
furniture that are scarcely found elsewhere today. By embracing the concept of special interest
tourism through the revival of local culture, which is gradually giving way to modernization, the
market becomes a tourism asset capable of stimulating the local economy while safeguarding
cultural heritage.

69
 8th ISRM 2023

Assessing the tourism potential assumes paramount importance in aligning tourism

development with the unique characteristics of destination areas (Abbas, 2021). Understanding
the development and life cycle of tourism plays a pivotal role in gauging both the positive and
negative impacts of tourism on a region, thereby offering valuable guidance to policymakers for
crafting tailored tourism development plans that harmonize with the region's readiness and the
needs of local communities (Mäntymaa, 2021). A critical aspect of this analysis involves
scrutinizing the developmental stages within the life cycle of tourist attractions to mitigate
adverse effects stemming from tourism. Richard W. Butler's framework for analyzing the
developmental stages in the life cycle of a tourist attraction serves as a valuable tool for delineating
the typical evolutionary pattern experienced by tourist destinations over time. This framework
identifies various stages of development, encompassing initial growth to eventual decline,
marking fluctuations in popularity, tourist influx, and economic and environmental consequences.
Armed with this analysis, stakeholders can ascertain the current stage of development for a
tourism destination and adapt their strategies accordingly.

Material and Methods

This research adopts a qualitative approach employing qualitative descriptive methods. It
seeks to provide an overview of research data, compare the gathered data, and explore the
relationships within the acquired data. The study took place at the Tawun Jadul Market situated
in the Kasreman District of Ngawi Regency. The selection of this location was driven by its
potential for special interest tourism, characterized by a cultural theme, with an anticipated
positive impact on local economic development. To streamline the research focus, certain
limitations were imposed. Specifically, the study centers on examining the development life cycle
of tourist attractions and the associated management practices within the Tawun Jadul Market
tourist attraction. Data for this research encompass a variety of sources, including personal
documents, interview reports, field notes, official documents, video recordings, direct
observations, and interviews with informants who possess insights into the effects of tourism
development on the Tawun Market. Additionally, photographic evidence and research-related
notes, along with supplementary data from relevant media sources, were incorporated into the
study.

Results and Discussion

The burgeoning diversity in tourism potential within the region presents an opportunity for
the sustainable management of the Tawun Jadul Market as a tourist attraction. This approach aims
to ensure that the developmental cycle of this attraction yields positive outcomes, including
bolstering the local economy, preserving environmental sustainability, and fortifying the presence
of a vibrant local culture. It is worth noting that this attraction itself constitutes a part of the
broader tourist experience. When evaluating the current state of the Tawun Jadul Market from the
perspective of the "4A" framework, it becomes evident that it embodies various attractions—
activities that tourists can engage in during their visits. Beyond culinary tourism, several other
attractions await tourists. Amenities encompass the provision of hospitality services, including
accommodations and food and beverage offerings within the tourist attraction. Accessibility
pertains to the ease of reaching the tourist attraction, encompassing transportation facilities and
associated infrastructure. Ancillary aspects, on the other hand, encompass additional support
elements within the realm of management and the involvement of tourism stakeholders and
related organizations (Nawangsari & Rahmatin, 2022).
Tourist attractions encompass activities that tourists can engage in during their participation
in tourism activities (Park, 2019). The Tawun Jadul Market, rich with cultural, social, and historical
elements, stands out as an enticing destination for tourists. As a special interest tourist attraction,
it not only offers opportunities to deepen the tourist experience but also contributes to the local
economy across various destinations. For tourists, it provides a platform to pursue their personal

70
 8th ISRM 2023

interests. The presence of the Jadul Market significantly boosts tourist visits, drawing both local
and non-local tourists from Ngawi Regency and beyond. This market offers a diverse array of
goods, culinary delights, and vintage rides rarely encountered in today's modern era. Culinary
offerings range from corn rice, tiwul rice, lethok pecel rice, gethuk, mushroom satay, and more. In
addition to local cuisine and indigenous handicrafts, the market boasts various tourist products.
Local artisans craft textiles, woven items, jewelry, and other handmade creations, reflecting the
area's rich culture and craftmanship. Traditional attire is available, including batik and garments
unique to the Tawun Jadul Market event, with distinct local characteristics, involving both traders
and artists. Furthermore, visitors can immerse themselves in local art and culture through
exhibitions, including traditional music performances, dances, and renditions of traditional songs
or a blend of traditional and modern music. Interactions with friendly local sellers and traders
who eagerly share insights about their products and culture serve as an additional attraction for
tourists seeking to engage with local residents. By preserving cultural and historical values,
markets like Tawun Jadul Market continue to fulfill their role in safeguarding local heritage and
creating meaningful experiences for tourists.
The presence of amenities in the vicinity of the Tawun Jadul Market in Ngawi plays a pivotal
role in ensuring comfort and convenience for visiting tourists. Several types of facilities enhance
the overall tourist experience in this area. Adequate parking facilities, in particular, stand out as
essential, catering to tourists arriving in private vehicles. A well-organized and secure parking
area not only ensures tourist comfort but also directly benefits the local community, as they
manage the parking facilities and receive associated fees. This arrangement requires coordinated
efforts from all relevant stakeholders. Clean and well-maintained public toilets are fundamental
amenities that significantly contribute to tourists' overall satisfaction. While the availability of
sufficient toilets can enhance the tourist experience, there is room for improvement in terms of
both quality and quantity, especially during peak seasons. Information boards or maps
strategically placed around the market serve as valuable tools for tourists to navigate and explore
the area effectively. These boards provide insights into attractions, services, and directions,
facilitating tourists' orientation. Rest areas with benches or seating areas offer weary tourists a
place to relax temporarily, though their presence has not been widely established or adequately
maintained. Food and beverage outlets surrounding the market offer tourists diverse options to
satiate their hunger and savor local cuisine. Additionally, the local culinary offerings at the Tawun
Jadul Market present an alternative for tourists keen on experiencing traditional gastronomic
delights. A tourist information center serves as a valuable resource for tourists seeking
information about local attractions, activities, and events within the Pasar Jadul Tawun area.
Knowledgeable officers and volunteers, overseen by the Tourism Office of Ngawi Regency, provide
up-to-date information on things to do and see in the vicinity. Other facilities include souvenir
shops and local handicraft vendors, offering tourists a variety of items, including traditional
household items.
Nevertheless, several crucial facilities are notably absent at the Tawun Jadul Market,
necessitating further development and support. These include universal accessibility features,
such as storage lockers and expanded infrastructure, especially in terms of accommodating high
tourist volumes. Improvements should encompass stairways, level walkways, and provisions for
tourists with special needs, including those using wheelchairs. Additionally, the absence of readily
available emergency health centers poses a safety concern for tourists. Proper management and
maintenance of all facilities are imperative to ensure a comfortable and positive experience for all
visitors to Pasar Jadul Tawun. Enhancing accessibility, which encompasses transportation support
facilities and infrastructure, is of paramount importance to enable all types of tourists, including
those with special needs, to access and enjoy Pasar Jadul Tawun in Ngawi. By improving
accessibility, markets become more accommodating to diverse travelers, reinforcing a
commitment to inclusivity and equity. Among the available access points, some remain unfulfilled
and inadequate, lacking features such as wheelchair-friendly ramps or stairs for individuals with

71
 8th ISRM 2023

reduced mobility. Furthermore, there is a need for well-maintained and level footpaths to simplify
pedestrian movement. Public transportation access to Pasar Jadul Tawun requires further
attention, as most tourists rely on private or rental vehicles for their visits. Additional facilities
that warrant consideration encompass comfortable seating areas and enhanced public restroom
facilities, as ensuring sanitation at tourist attractions is vital for visitor comfort. Notable positive
aspects include clear and easy-to-follow directional signs from the main provincial and district
roads to the Tawun Jadul Market location. Likewise, comprehensible directional signage within
public areas and along the road to the market aids tourists in navigating the area accurately.
Adequate training for employees and officers in their interactions with tourists, coupled with
partnerships with youth organizations, can further bolster cultural preservation efforts—a
cornerstone of the Tawun Jadul Market's appeal as a tourist attraction.
An analysis of stakeholders in sustainable tourism is essential to bolster the continued
existence of Pasar Tawun as a special interest tourist attraction. This includes non-governmental
organizations with a focus on preserving the environment, culture, and the well-being of local
communities involved in sustainable tourism initiatives. These organizations can offer guidance,
training, and technical support to local communities, ensuring that adverse environmental and
cultural impacts are minimized. Within the tourism ecosystem, pivotal stakeholders encompass
the tourism industry, encompassing hotels, restaurants, transportation providers, travel agencies,
and various other service providers. These entities play a vital role in delivering the necessary
services for tourists during their journeys in Indonesia. Furthermore, they contribute significantly
to job creation and economic growth.
Educational and research institutions also hold a critical position, contributing to the
development of knowledge and comprehension within the realm of tourism. They engage in
research concerning the economic, social, cultural, and environmental impacts of the tourism
industry, offering valuable insights that aid government and industry decision-making processes.
Collaboration among all stakeholders is of paramount importance in fostering a sustainable
tourism industry. Such cooperation is instrumental in showcasing the beauty and diversity of
tourist destinations while delivering positive benefits to society and the environment (Sitorus,
2020).

Conclusion
The evolution of tourism, as observed through various facets, leads to continuous growth and
progression in tourism areas. There is a consensus that products and tourist destinations can
undergo a life cycle, underscoring the interconnectedness of tourism activities with multiple
sectors. Several factors contribute to the advancement of tourism, encompassing the availability
of tourism resources and potential, as well as the involvement of human resources, both as
business actors within the tourism industry and as custodians of tourism resources. Tourism,
being a multifaceted industry involving diverse entities, is often referred to as a system of
stakeholders. Stakeholder tourism assumes a pivotal role in bolstering the sustainability of
tourism activities. Broadly, stakeholders in tourism fall into three categories: the government,
acting as a facilitator; the private sector, comprising capital owners; and local communities, who
are the proprietors of tourism resources. In tandem, the government and industry can collaborate
to cultivate a conducive business environment characterized by clear regulations. The private
sector plays a vital role in contributing to economic growth and infrastructure development.
Simultaneously, the participation and support of local communities are of paramount importance
in preserving cultural identity, safeguarding the environment, and delivering welcoming services
to tourists. In this context, this is exemplified by the Tawun Jadul Market event.
The Tawun Jadul Market event is a regular occurrence organized by the Ngawi District
Tourism, Youth, and Sports Office, taking place every Legi Sunday. This underscores the
importance of conducting an analysis pertaining to the sustainability of such events, which are
anticipated to offer experiences and knowledge linked to the pre-modern era's culture. This

72
 8th ISRM 2023

cultural knowledge holds profound significance in the lives of individuals from bygone times,
serving as a cornerstone for survival, cultural identity preservation, the establishment of social
connections, and maintaining harmony with their surroundings. Much like the Old Tawun Market
event, this vintage marketplace serves as a tourist attraction, reintroducing local culinary
treasures with roots dating back to ancient times. Visitors can explore an array of traditional
culinary delights spanning over a hundred vintage stalls. The market also features an assortment
of old-fashioned toys and rare furniture items that are seldom found in contemporary settings.
This special interest tourism concept, centered around the reintroduction of local culture that is
gradually yielding to modern influences, presents a promising tourism potential. This approach
not only stimulates the local economy but also safeguards cultural heritage.
The significance of assessing tourism potential lies in its capacity to underpin tourism
development in harmony with the unique characteristics of a given destination. The development
and life cycle of tourism play a pivotal role in determining the extent of both the positive and
negative impacts on an area, offering valuable insights for policymakers. Such insights can inform
the adaptation of tourism development plans to align with the readiness of the region and local
communities (Suksmawati et al., 2021). To mitigate the adverse effects of tourism, it is imperative
to engage in an analysis of the developmental stages of tourist attractions. Richard W. Butler's
framework for analyzing the life cycle stages of tourist attractions provides a structured
perspective on the evolutionary patterns commonly observed in tourist destinations over time.
This framework identifies multiple stages of development, ranging from initial growth to eventual
decline, reflecting shifts in popularity, tourist influx, and economic and environmental impact.
Such analysis empowers stakeholders to pinpoint a destination's stage in its development cycle,
facilitating the adjustment of strategies accordingly. Butler's analysis of these stages enhances our
comprehension of the fluctuations in a destination's popularity and the influence of tourism upon
it. This understanding yields valuable insights for tourism developers, governments, and local
communities, guiding them in the sustainable and adaptable management of their destinations.
However, despite the considerable potential as a special interest tourism site, Tawun Jadul
Market Tourism in Ngawi Regency grapples with a range of challenges. These challenges include
ineffective promotion and marketing, limited tourist awareness regarding the market's existence,
and insufficient attention to preserving and maintaining the historical buildings within the
market. Additionally, the presence of larger and more modern markets in the Ngawi Regency area
poses competition for Tawun Jadul Market, potentially leading to reduced tourist numbers and
income for market traders. Consequently, enhancing the role of Tawun Jadul Market Tourism as a
special interest tourist destination necessitates strategic initiatives from the government and
relevant stakeholders. Addressing these challenges requires efforts to bolster promotion and
marketing, raise public awareness of the market's potential, and engage local communities in
preservation and development endeavors. By surmounting these obstacles, Tawun Jadul Market
Tourism can emerge as a central attraction in Ngawi Regency, making a positive contribution to
tourism development, the local economy, and the preservation of cultural and historical heritage
in the region. Tawun Jadul Market in Ngawi redefines the market as a portal to the past,
transcending its role as a mere marketplace to become a social and cultural hub. This traditional
market is situated in Ngawi City, East Java, Indonesia.

Acknowledgment
The writing team expresses its thanks to UPN "Veteran" Jawa Timur which has given its trust
to fund the program and to publish the article in the international conference proceeding.

References
Abbas, J. (2021). Exploring the impact of COVID-19 on tourism: transformational potential and implications for a sustainable recovery
of the travel and leisure industry. Current Opinion in Behavioral Sciences, 2(10228), 100033. https://doi.org
10.1016/j.crbeha.2021.100033
Bawole, P. (2020). Pengembangan kampung kota sebagai salah satu alternatif tujuan wisata minat khusus. ARTEKS: Jurnal Teknik
Arsitektur, 5(1), 121-132.

73
 8th ISRM 2023

Mäntymaa, E. (2021). Importance of forest landscape quality for companies operating in nature tourism areas. Land Use Policy, 107,
104095. https://doi.org/10.1016/j.landusepol.2019.104095
Nawangsari, E. R., & Rahmatin, L. S. (2022). Tantangan dan peluang pariwisata berbasis masyarakat di era new normal. Masyarakat
Indonesia, 47(1), 91-104. https://doi.org/10.14203/jmi.v47i1.944
Park, E. (2019). The role and dimensions of authenticity in heritage tourism. Tourism Management, 74(2), 99- 109.
https://doi.org/10.1016/j.tourman.2019.03.001
Pitana, I. G., & Diarta, K. S. (2009). Pengantar ilmu pariwisata. Yogyakarta: Penerbit Andi.
Ritchie, B. W., & Jiang, Y. (2019). A review of research on tourism risk, crisis and disaster management: Launching the annals of tourism
research curated collection on tourism risk, crisis and disaster management. Annals of Tourism Research, 79(1),102812.
https://doi.org/10.1016/j.annals.2019.102812
Sitorus, N. I. B. (2020). Peran dan kolaborasi stakeholder pariwisata dalam mendukung peningkatan kunjungan wisata di Kawasan
Danau Toba. Jurnal Hospitality Dan Pariwisata, 6(2), 56-105.
Suksmawati, H., Rahmatin, L. S., & Nuryananda, P. F. (2021). Recreation Opportunity Spectrum Analysis of Strategic Area Tourism
Destination Pelang Region. E-Journal of Tourism, 172-183. https://doi.org/10.24922/eot.v8i2.77562
Syamsiah, N., Satriadi, Y., & Azhim, A. F. (2021). Strategi pengembangan wisata minat khusus arung jeram di sungai Citarum Jawa Barat.
Al-Kalam: Jurnal Komunikasi, Bisnis dan Manajemen, 8(1), 41-54.

74