The Dilemma of Technology Adaptation and Authentic Rural Tourism Experience

The case of homestay cooperation with online platforms in Samiran Tourism Village, Central Java, Indonesia.

Abstract

Tourist villages are an alternative tourism destination that offer an authentic rural experience. Nonetheless, their visibility tends to be lower than that of more popular mainstream tourist destinations. On the other hand, digital technology in tourism product marketing has the potential to increase visit numbers. Moreover, more and more tourists are making their own travel plans using AI and online accommodation platforms. This text discusses the balance between the application of digital technology in homestay marketing in Samiran Tourism Village, Boyolali, Central Java, Indonesia. Partnerships between homestay owners and internet-based accommodation platforms have increased room occupancy. The relationship between homestay owners and these platforms is still asymmetric. The limited application of technology on the marketing side has contributed to the consistency with which homestays deliver authentic rural tourism experiences to visitors.