International Journal of Information Technology and Business Management 29 th May Vol.13 No JITBM & ARF. All rights reserved

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1 MODEL FOR STRATEGY OF SUSTAINABLE DEVELOPMENT OF NATIONAL PARK (CASE STUDY OF BUNAKEN NATIONAL PARK) ABSTRACT Cherryta Yunia 2, Akhmad Fauzi 3, Kirbrandoko 4, AM. Yusuf 5 Management of Bunaken Marine National Park has not been optimal yet due to the aspects of economic, social, and cultural problems, and natural resources degradation, while on the other hand, government policy has not supported the local conditions. Solution of the problems could be done through strategic decision regarding the effectiveness of management through BOCR optimistic scenario. Strategic choice based on shynteticized through qualitative approached using analyse ANP-BOCR, ANP-BSC from eight expert respondents. The results showed that optimistic outcome 0,1362 from management and devleopment of sustainable used, environmental sustainability 0,36, waste and environmental pollution 0,288. Priority balanced score cards /ANP are operation management 0,26, tourism products 0,29, environmental services 0.23, capacity building 0,30. Keywords: Marine National Park,strategic decision, sustainable management, ANP-BOCR, BSC. Background INTRODUCTION Indonesia, which occupies the 5 th rank in terms of natural resources potency and possession of mega biodiversity, could be utilized and developed for sustainable economic development, such as for tourism development and environment sustainability, which would have impact toward community welfare. One form of benefit which could be obtained is nature tourism benefit from conservation area which is properly managed. In relation with possession of natural resources, North Sulawesi province, is one of the regions which is rich in tourism objects. One of such object is Bunaken Marine National Park area (TNL Bunaken) which is considered by many people as very attractive. However, this TNL Bunaken, has not been optimally managed, developed, and utilized in sustainable manner. Management problems being faced by the National Park are related with aspects of economy, social, culture, marketing and image, government policy in relation with environment sustainability, governance and institutional affairs. Problem solving could be conducted by strategic decision making with priority to produce strategic alternatives which would be adopted by the management to develop Bunaken Marine National Park (TNL Bunaken). Development of marine ecotourism in TNL Bunaken constitutes the policy of Forestry Ministry, as well as one of the efforts of North Sulawesi Provincial Government to inrease True Local Revenue (PAD) and creates community economic empowerment. 1 Part of dissertation which would be published in jurnal manajemen bisnis di Indonesia 2 Student of DMB 4 3 Chairman of Academic Supervisory Committee, Teaching staff of Faculty of Economy and Management, Bogor Agricultural University. 4 Member of Academic Supervisory Committee, Teaching staff of Management and Business, Bogor Agricultural University Anggota Komisi Pembimbing, Dosen Manajemen dan Bisnis Institut Pertanian Bogor Identification of Problems Human population increase in areas around TNL Bunaken conservation area would create conflict of interest due to people s reliance on natural resources exploitation, increasing garbage, and pollution. The main problem in development of TNL Bunaken management is environmental sustainability, institutional management and arrangement and law enforcement. TNL Bunaken, as one of the destinations of world tourism, exhibits decrease in terms resource condition, attractiveness and environmental quality (ecosystem damage and 44

2 destruction). Garbage waste and pollution continue to appear in this marine tourism area, and the infrastructure is inappropriate. Also, coordination and networking with have not been optimal yet. Besides that, there are also destructive fishery (such as destructive fishing), and people s activity of monoculture which create conflict of interest inside and outside the area of National Park. Based on that phenomena, the problems which should be overcome are improving the management of TNL Bunaken which is based on real condition and strategic issues, making policy formulation for development of TNL Bunaken, and designing strategy for sustainable development and management of the National Park. Research objectives The objectives of the research were studying the real condition and strategic issue in the management of TNL Bunaken, formulating policy and development of TNL Bunaken, and constructing model of strategy for sustainable management development of the National Park. be expended by the visitor (wullingness to pay) (Alan et al. 2003). Strategy for marine tourism development in a particular conservation area could also be applied on the basis of need of, and could be either moderate, pessimistic, or optimistic strategy (Dirawan GD 2005). This strategy would be effective if conducted with good public relation and effective communication (Minjingsung, 2004). In managing National Park, economic factor is not the only factor which affects conservation activities, but the level of concern and appreciation from the community would become the key of management success (Jeanine 2001). Problems and key factors of each aspects were analyzed comprehensively, including future strategy and solution, so that TNL Bunaken could be effectively managed with approach of analytical network process (ANP) which was accompanied with benefits, opportunities, costs and risks (BOCR). Logical framework of this research can be seen in Figure 1. Usefulness of the research This research is expected to provide benefits in the aspects of science and knowledge, in the form of enrichment in the methodology of management development of TNL Bunaken, and to become input materials in policy implementation for improving TNL Bunaken management. LITERATURE REVIEW AND RESEARCH FRAMEWORK On the basis of fundamental theory and general conceptual logical framework, what has ever been studied by Oley 2002 which stated that strategy of TNL Bunaken management which is based on choice of economic benefit and environmental damage from an activity, would create a loss, either economically or ecologically, if the National Park is not properly managed. This was in agreement with Haryono (2010) which stated that National Park which is managed in integrated manner, could increase community income and ensure ecosystem sustainability. Effective management of Marine National Park (TNL) creates intangible assets, such as fishery. The value of marine tourism could be known from the amount of money which should 45

3 Literature review, sharing knowledge and experience variable decomposition ANP framework design ANP Confirmation Framework ANP FGD Equipped with BOCR for the development model and the balance scorecard Social Economy Model of sustainibility development and environtmental Culture Environment / environmental SD Facevalidity with FGD Testing models of managing the development of national parks in the Bunaken marine park Ranking Results (score) Figure 1 Logical framework of the research METHODOLOGY 1. Analytic Network Process (ANP) which was used for obtaining priority of policy making in choice of strategy for sustainable development of TNL Bunaken management, was conducted through expert judgement with approach of BOCR analysis. 2. Analysis of Balance Scored Card (BSC) to translate the vision and mission of the organization which was related with ANP approach, in relation with organization performance. RESULTS AND DISCUSSION Analysis of strategy of development of TNL Bunaken with ANP BOCR The research was focused on choice of strategy for development of TNL Bunaken. For analysis, there were four steps being conducted, namely construction of framework (Figure 2), questionnaire pairwised comparison, testing of consistence and synthesis of results and seeking of values of kendall s coefisient of concordance for determining the level of consensus of choice of related factors between respondents. Respondents were 8 experts in the field of National Parks from TNL Bunaken, Forestry Ministry, Bappeda (Local Agency for Development Planning), practitioners and academician. Values of Kendall coefficient resulting from processing of all nodes (attribututes) of ANP framework of each cluster 46

4 and subnet of BOCR of each node were ranked on the basis of opinions of 8 experts in Table 1. Figure 2 Framework of model of development of TNL Bunaken with ANP Table 1 Index of accuracy of Kendall s Coefficient (Kendall's Coefficient of Concordance) Atribute/Cluster Kendall s Coefficient Chi-Sq DF P Explanation Main framwork 0, , ,0000 Significant at alpha 1% Criteria 0, , ,0000 Significant at alpha 1% BOCR 0, ,75 3 0,0001 Significant at alpha 1% Benefits 0, , ,0276 Significant at alpha 5% Oppotunity 0, , ,3152 Not significant at alpha 10% Cost 0, , ,0002 Significant at alpha 1% Risk 0, , ,0012 Significant at alpha 1% From Table 1, it could be known that all nodes (attributes) in the strategy of development of Marine National Park (Bunaken) show that all expert respondents posssess relatively high level of agreement as shown by the value of Kendall W coefficient which was larger than 0,40. Overall results of analysis on the basis joint opinion of the 8 respondents tended to be more in agreement at criteria of Cost. In this case, it could be stated that significantly, there was agreement between respondents as shown by P values which were less than 1%. Analysis and synthesis of results of ANP BOCR of strategy of development of TNL Bunaken. On the basis of BOCR results of each alternative elements of strategy, the overall outcome with scenario of standard, realistic optimistic, and pessimistic could be seen in Table 2. Table 2 shows that the selected strategy after consideration of BOCR, together with various criteria and elements of development and management, is the sustainable development and management of tourism area (with environment insight). Table 2 Alternative Strategy Overall Outcome with scenario of standard, realistic, optimistic and pessimistic Weight of BOCR Outcome Benefit Opp. Costs Risks Standard Realistic Optimistic Pessimistic B/C BO/CR bb+oo- B/(CxR) 47

5 cc-rr A B C , D , E , F , Notes: community socio-culture (0,105), economy A = Increasing the capacity of human resources of Bunaken National Park B = Increasing the commitment of C = Superior services D = Global market (intensive) E = Sustainable development and management of tourism area (with environmental insight) F = Networking (0,083) and marketing (0,058). On the basis of main aspects in determining the strategy of Bunaken National Park (marine), it could be shown that the aspect of environmental sustainability constitutes the main priority which becomes consideration in the development. This phenomenon shows that in the development of Bunaken National Park (marine), the item which becomes the main Overall results of synthesis and priority on the basis of joint opinion of experts show that the aspect of environmental sustainability obtained the main priority with composite weight of as large as 0,360, whereas that of the aspect of management regime and institutional affairs had composite weight of 0,208, followed afterwards by criteria of government policy, environmental sustainability (with composite weight of 0,165), pillar, should refer to the concept of sustainable development. On the other hand, in the subnet of BOCR, the item which becomes the main priority is benefit (profit), which implies that the item which become the consideration in the development of Bunaken National Park is profit, either in terms of economy, community and environment. Results of normalized by cluster on the basis of strategy criteria could be seen in Figure Figure 3 Values of normalized by cluster on the basis of strategy criteria. Overall results of the criteria problems showed that the main problem being faced in the development of Marine National Park (Bunaken) was high level of pollution and destruction with Limiting value as large as 0,2288, followed afterwards with problem of weak enforcement of law. This showed that the high level of pollution and environmental damage is the main problems in the sustainable management development of Marine National Park (Bunaken). Detailed explanation of the problems in development could be seen in Figure 4. 48

6 Limitations of facilities and infrastructures yet integrated benefits of tourism industry ecosystem approach excess benefit weak implementation level of environmental education weak law enforcement high pollution Normal limiting Figure 4 Problems which should be considered in development integrated, profitable and could provide benefit On the other hand, solution which become the main priority in the development of for environment sustainability, and able to create community welfare (including the aspects TNLB is Appreciation and safeguarding of of economy, social and culture). For conservation. Weight of limiting value is as opportunity item, the main criteria is having large as 0,0710. The main solution in the probability in conserving species, whereas the development and management of TNLB is next item is probability that employment providing optimal appreciation and increasing opportunity could improve the community s security for conservation. More detailed living quality. The main criteria control in the explanation of relation between solution criteria cost factor is: management cost of and each aspect could be seen in Table 3. environmental impact toward Bunaken Weight value of each criteria of Benefits, Opportunities, Costs and Risks (BOCR) can be National Park (marine) and criteria control for risk is possibility of arising conflict of interest seen in Table 4. The main priority for criteria in the management process. More detailed control of benefit is creating integrated territory. This implies that the main benefit which explanation concerning priority of each criteria control of BOCR can be seen in Table 4. become the guideline in development of TNL Bunaken is how to create territory which is Tabel 3 Relation between solution criteria and each aspect Aspect Solution Limiting Priority score 4.1 periodic monitoring and evaluation 0, socialization coaching of community assistance 0, Innovation of marketing strategy and promotion of 0, Economy Bunaken national Park 4.4 Synchronization of policy integration among 0, award, security of the conservation 0, increasing cooperation among 0, community and 4.1 socialization coaching of community assistance 0, socio culture 4.2 Synchronization of policy integration among 0,

7 2.3 marketing and image 2.4 government policy 2.5 Environmental sustainability 2.6 management and institutional governance 4.3 award, security of the conservation 0, increasing cooperation among 0, periodic monitoring and evaluation a 0, socialization coaching of community assistance 0, Innovation of marketing strategy and promotion of 0, Bunaken national Park 4.4 Synchronization of policy integration among 0, increasing cooperation among 0, periodic monitoring and evaluation 0, socialization coaching of community assistance 0, Innovation of marketing strategy and promotion of 0, Bunaken national Park 4.4 Synchronization of policy integration among 0, award, security of the conservation 0, increasing cooperation among 0, periodic monitoring and evaluation 0, socialization coaching of community assistance 0, Synchronization of policy integration among 0, award, security of the conservation 0, increasing cooperation among 0, periodic monitoring and evaluation 0, socialization coaching of community assistance 0, Innovation of marketing strategy and promotion of 0, Bunaken national Park 4.4 Synchronization of policy integration among 0, award, security of the conservation 0, increasing cooperation among 0, Table 4 Priority of each criteria control of BOCR 50

8 BOCR Attributes Normalized Rangking a1. Contribution on economic recovery of community, regional government, and industry a2. creating an integrated area Benefit a3. minimalizing degradations a4. Regional regulation and laws a5. Sustainable utilization of human resource a6. Creating a working opportunity b1. Increasing opportunity of investment b2. Creating a working opportunity can the life quality of the community Opportunity b3. Having opportunity to complete facilities in the area of Bunaken b4. Having opportunity in reserving species b5. Creating a law an environmental awareness b6. Increasing capacity and institutional management Raising the cost for the local government raising social cost due to population growth Cost 3. promotion cost of bunaken National park Externality cost Cost of managing environmental impacts on Bunaken National park Institutional costs resulting from the use of natural and human resources Risks of economic instability Risk of illegal settlement areas around Bunaken area Risk 3. May be issue of world news Political and social conflict In the management process allows a conflict of interest Analysis of Balanced Scorecard (BSC) of TNB Model framework of BSC of TNB which comprise four clusters, namely consumer, business process, growing and learning, and internal business could be explained in Figure 3 and Table 5. Order of priority of important clusters from related factors of development model of Marine National Park is in conformity with needs with low cost and minimal risk. The most important things in the perspective of internal business are (1) process of operation management, and (2) innovation process, whereas those in consumer perspective are (1) product/attribute and (2) Customer satisfaction. Those in business perspective are (1) increase in maintenance and (2) environmental management, whereas those in growing and developing perspective are (1) increasing the competence of employee and (2) human resources, information and organization. In detail, results of management framework of Bunaken National Park and results of ANP in each BSC can be seen in Figure 5 and Table 5. Figure 5 Management framework of Bunaken National Park in program of ANP BSC 51

9 Table 5 Results of ANP in each element of BSC Name By Normalized Limiting Cluster Rangking 3.1 management of operation process INTERNAL 3.2 management of consumers process innovation process regulation making and social process the increase of tourists satisfaction CUNSUMERS 1.2 new tourists product/attributes relations with tourists the increase of management efficiency environmental management BUSINESS 2.3 the increase of maintenance project management fostering the increase of funding ability the increase of employee contribution GROWING 4.2 the increase of employee competency AND 4.3 the use of information system LEARNING 4.4 human resources, information, and organization CONCLUSION AND RECOMMENDATION Conclusion 1. Strategy of main management in the development of TNL Bunaken (TNLB) is development and management of tourism area in sustainable manner (with environment concern) which is supported by related. This is related with the fact that 90% of TNLB territory is marine areas (ecotourism). 2. The main aspect of environmental sustainability and institutional affair management regime of TNLB constitute the principle which should be emphasized (prioritized) in managing a territory. 3. The existing main problem is high level of environmental destruction due to pollution and garbage waste which flow toward the sea, and weak enforcement of law. 4. In the perspective of internal business, the important things which should be noted are the process of management, operation and innovation by managers for consolidating the vision, mission and objective of the organization. On the other hand, those in the perspective of the consumer (tourists) are product / package of tourism and customer satisfaction. Those in the perspective business are increase in maintenance and environment management (safeguarding of natural resources sustainability). Those in organization perspective of growing and developing are increase in competence of employee and human resources in general, increase in communication and information and increase in organization capability in accordance with vision, mission and objectives of the organization. Recommendation 1. For increasing the effectiveness of TNLB management, the managers apply the principles of protection, conservation and utilization in sustainable and integrated manner on the basis of strengthening the capacity of human resources and institution, which consider the aspect of community welfare. 2. Managerial implication of the strategic problem is reviewing as soon as possible the collaboration policy with DPTNB (Governor decree in the year 2000) by rearranging the mechanism of debt payment of conservation fee for management of TNLB territory, 52

10 either in terms of percentage or allocation per sector (regency, town, province). 3. Reviewing the value of PNBP for entrance ticket which is considered as low (Rp 2.500,- for local tourist per entry, or Rp ,- for foreign tourist per one year). 4. Increasing the capacity of human resources from feedback in evaluation of BSC in 4 perspectives. Therefore, organization of TNLB could improve its management to be more accountable, competitive, and focused on performance and principles of sustainability and community welfare. Besides that, the strategy of management which is dynamic could anticipate the external change which is supported by related. References 1. Dirawan GD Strategi pengembangan ekowisata pada suaka margasatwa (studi kasus: suaka margasatwa Mampie Lampoko). [disertasi]. Bogor : Sekolah Pascasarjana, Institut Pertanian Bogor. 2. Haryono M Model pengembangan pengelolaan taman nasional secara terintegrasi studi kasus pengelolaan berbasis ekowisata di Taman Nasional Bukit Tigapuluh Provinsi Riau dan Jambi.[disertasi]. Bogor : Institut Pertanian Bogor. 3. Oley FSG Analisis ekonomi dari manfaat dan kerusakan lingkungan untuk menyusun strategi pengelolaan Taman Nasional Laut (studi kasus : Taman Nasional Laut Bunaken, Sulawesi Utara). [disertasi]. Bogor : Sekolah Pascasarjana, Institut Pertanian Bogor. 4. Sung Minjung Toward A Model of Strategic Management of Public Relations: Scenario Building from a Public Relations Perspective. Dissertation submitted to the Faculty of the Graduate School of the University of Maryland, College Park in partial fulfillment of the requirements for the degree of Doctor of Philosophy Stem CJ The Role of Local Development in Protected Area Management: A Comparative Case Study of Ecotourism in Costarica 6. White AT, Rina Rosales and Anna Meneses Incentive for Marine Protected Area Management in The Philiphine : Rating, Information and User Fees. 53