Industry 4.0 and the future challenges for the local community to manage eco-tourism (a case study of the participatory eco-tourism management in Menipo Island, West Timor, Indonesia)

Rapid development over the past two decades has brought us to the industrial revolution 4.0 era, where mastering information technology is an absolute thing for people to run their business. This situation is undoubtedly a challenge for the eco-tourism industry that involved local communities as well. This article aims to describe the current situations of the participatory eco-tourism management conducted by the local community and their strategies in dealing with the industrial era 4.0. The study was conducted in 2018 towards local people of Enoraen Village, Amarasi Timur District, Kupang Regency, East Nusa Tenggara Province, as the actors of eco-tourism management. The data and information in this paper are obtained using a quantitative method through the structured interview using questionnaires (n=100) and qualitative methods by collecting scientific writings published in journals and proceedings. This article concludes that there is a gap between the ability of local communities to access knowledge about information technology with massive demands for the use of this technology. We suggest that the development of information technology infrastructure and internet networks must reach remote villages. Furthermore, communities need assistance from any parties in order to be able to use these accesses to support eco-tourism management in Menipo.


Introduction
Today's human civilization has reached the point that it is called the era of industrial revolution 4.0 (4IR). This term was first used in Germany at Hannover Fair 2011 as the new concept of Germany's economic policy concept based on high-tech strategies. It marks the beginning era of the integrated technologies that create Cyber-Physical System (CPS), Internet of Things (IoT), Internet of Services (IoS), Internet of People (IoP), and Internet of Energy (IoE) simultaneously [1,2]. This term is predicted to occur in 2020 based on the readiness of infrastructure and human resources, as well as the readiness of the transmission of knowledge about the use of internet technology [3].
Some experts then describe historically the breakdown of human civilization using the 4IR as a reference. For example, Oesterreich & Teuteberg [4] said that 4IR is the latest stage of the current civilization. The 4.0' civilization was started with its previous three rounds of the industrial revolution. He explained that the industrial revolution 1.0 occurred in England when the use of human power converted into engine power when the steam engine was discovered. Then, the industry revolution 2.0

Procedures
This study integrates quantitative and qualitative approaches. Quantitative data collection was carried out using social survey methods [11,12] through structured interviews using questionnaires with 100 respondents (n = 100) as its sample. The sample distribution was taken randomly from the population in four Dusun in Enoraen Village, namely Oemoro I, Oemoro II, Bikoen I and Bikoen II. The research procedures are as follows: First, the data taken is about community perceptions of participatory eco-tourism management in Menipo Island and its products (goods and services) that have the potential to be developed by the community in supporting Menipo's eco-tourism.
Second, a focus group discussion (FGD) [13,14] involving local elites such as traditional leaders, religious leaders, community leaders, and heads of resorts of TWA Menipo, as well as representatives of youth, women's representatives and representatives of the general public. The FGD was conducted twice, 12 April 2018 and 25 October 2018. These meeting purposes are to inventory creative economic business preferences and identify the map of opportunities and constraints on community empowerment efforts in terms of a creative economy based on local resources.
Third, participatory rural appraisal (PRA) [15] is conducted through a simulation of establishing a group of Menipo Island eco-tourism. PRA was conducted on 3 May 2019. This meeting was attended by 18 people who were selected based on their expertise that had the potential to support the TWA Menipo eco-tourism management. Those people were the representatives of village institutions, customary institutions, weaving groups, boat owners, souvenir craftsmen, traditional food processors, TWA Menipo resort officers, and the research team. In addition to group simulations, the PRA also explored participants' opinions about Menipo's eco-tourism marketing strategy in facing the challenges of the industrial revolution 4.0.
Fourth, literature collection from scientific journals and popular writings is carried out. The topic sought was about the impact of the industrial revolution 4.0 on the management of participatory managed eco-tourism.

Data analysis
Quantitative data from the social survey were analyzed statistically using the percentage presented by creating diagrams or graphs. Data from FGD analyzed qualitatively using the SWOT (strength weakness opportunity threat) method [16], and it is presented in the SWOT table. While the PRA data were analyzed by categorizing the needs of institutions, job descriptions, and marketing strategies presented narratively. The three types of data are triangulated by dialogue with literature obtained from scientific journals and popular writings. The results of the overall analysis are presented in a descriptive narrative form.

Menipo Island
Menipo Island is located in the south of Enoraen Village at 12407' -12414' East Longitude and 1008' -1011' South Latitude coordinates. There is a strait overgrown with mangroves. This strait separates Menipo Island from the mainland of Timor Island, where administratively is the area of Enoraen Village. Menipo Island is home to many protected animals and habitat for semi-arid plants. TWA Menipo Resort undertakes the management of Menipo Island under the control of the Regional Conservation Section II office, BBKSDA NTT. However, in government administration, Menipo Island was included in the Enoraen Village area, Amarasi Timur District, Kupang Regency, NTT Province. Enoraen village is the only village directly adjacent to Menipo Island. This village has three main sub-villages (Dusun), namely Oemoro, Bikoen, and Fatufoaf. Menipo Island has the unique potential of plants and animals. This potential is described in Table 1. The sandy beach of the south side of the island is a landing place to lay eggs when the big waves come.
The richness of natural resources, such as flora and fauna, makes Menipo Island very potential to be developed into eco-tourism with specific interests. The coastline that extends from the west to the east, in the southern part of the island, with delicate brown sand that is directly connected to the high seas, presents beautiful scenery, especially in the morning and evening. In addition to recreational purposes, Menipo Island is commonly used as a research location for scientists to observe typically endemic flora and fauna of the semi-arid region.
A new paradigm in the eco-tourism management currently does not only strive for conservation activities, but there are elements of benefits obtained by the community around the area. Eco-tourism offers integration that fills one and another between efforts to conserve natural resources, empower local communities in the creative economy sector, and respect and preserve local indigenous culture [18].
Menipo Island as a tourist destination that can be put as a vital object for its stakeholders as a locus that should be preserved on the one hand, and can be utilized positively by the stakeholders on the other. This can be seen as exemplified in the management of mangrove tourism in several places in Indonesia that are able to produce ecological benefits for the purpose of conservation and economic benefits. It is because they have developed the economy of local communities by involving local people like officers, creative industry players, and actors providing tourism support services [19 -21].

Local people's perceptions on Menipo Island eco-tourism
The level of somebody's knowledge about a place could be seen from how much time he spends living, staying, and doing activities in that place. In general, almost all respondents stated that they had lived in Enoraen Village for more than ten years. They also know that Menipo Island is a tourist destination. Nevertheless, only half of the total respondents had seen tourists visiting Menipo Island. This is due to farming activities in the garden, which is their primary job. Visitors' preferences are revealed from the respondents' information, which shows that the tourists who usually visit only see wild animals such as parrots, deer, bats, crocodiles, and turtles. In addition, tourists spend time to enjoy the natural beauty of Menipo Island by walking on the beach and meadows. Young visitors tend to take pictures in unique places around Menipo Island.
According to this survey, respondents have good knowledge about the management of Menipo Island. They mentioned that Menipo Island managed by the government. That information is explained in Figure 2.
The respondents' knowledge of Menipo Island certainly sparked a favorable opinion among respondents about the economic prospects of eco-tourism management in TWA Menipo on the economy of Enoraen Village. It is known that almost all respondents think that tourists who come will benefit the community. Respondents said they were happy if Menipo Island was used as a tourist destination.
Those positive opinions are in line with the enthusiasm of respondents about community involvement in managing eco-tourism, where the majority of respondents really want to be involved in eco-tourism management. The enthusiasm was also shown through the attitude of respondents who thought that their area (Enoraen Village) and Menipo Island could be developed into tourist destinations.
The reason is that, besides the potential of Menipo Island's natural resources in the Enoraen Village area, the development of tourist destinations on Menipo Island has the opportunity to open up employment opportunities, improve the household economy of local people, while also increasing income for the village government. Thus, it is expected that there will be funds that can be used to develop the construction of asphalting infrastructure for roads, bridges, pipelines, utilization of water springs, and other eco-tourism supporting facilities. Respondents also stated their readiness to rent out their dwellings for tourist activities. This was followed by their willingness to offer food for sale to tourists as a form of service related to ecotourism management.
The critical point obtained from the respondents' enthusiasm is the open attitude of the local community to build a commitment to the possibility of collaborating with the official management of Menipo Island. Respondents stated that they were willing to collaborate with the TWA Menipo Resort in order to support Menipo Island to become eco-tourism in the future. These positive opinions are presented in figure 3.

Potential Products of Menipo Island Ecotourism
During the FGD meeting on 12 May 2018, there were three crucial points about goods and services that were the potential to be developed into creative economic business products. Such products can be made using local resources in Enoraen Village. So that the potential for sustainability regarding raw materials and employers can get its certainty, both ecologically, economically, socially and culturally. These products can be seen in table 2. Information services from traditional leaders and folklore Sources: Social survey and FGD 12 May 2018 [17] Various eco-tourism products that have been successfully inventoried in the FGD actually have quite good feasibility if they are to be realized. However, to be able to sell it effectively to visitors, the local people in Enoraen Village cannot move on their own. They must form groups that will organize and share the roles of each actor in providing their product. This is important because every product that emerges from a long discussion in the FGD does not stand alone, but instead becomes a part of the eco-tourism service system that complements each other.
For example, tourists who come will definitely need a parking lot, a place to stay, a restaurant, tour guide services, and ferrying transportation. Besides, tourists also want to see the real rural social life and local culture that are unique and different from what they have. Visitors will also bring memories by buying souvenirs as a representation of the presence of tourist destinations that have been visited. Therefore, every product offered to visitors will be better if the marketing is managed through groups.

Current Challenges on Menipo Ecotourism
The situation experienced by Menipo Island eco-tourism managers currently tends to be a dilemma. On the other hand, managers try to improve services, both in infrastructure and human resources, to satisfy visitors. Whereas on the other hand, the increase in tourist visits tends to run slowly. Data from the guest book on the TWA Menipo Resort reported that the number of tourists coming was increased slowly from 150 visitors in June to 700 visitors in September 2018. The FGD on 25 October 2018 identified the factors that caused the slow increase in tourist numbers. One of them is the weak marketing strategy of Menipo Island eco-tourism to the public.
The stakeholder's representatives realize that the current promotion of tourist destinations can be more easily done through social media. However, this requires an adequate internet network. The ownership of operational devices such as laptops or smartphones by stakeholders is also considered to be essential for marketing eco-tourism. In addition, the knowledge and skills possessed by managers in operating devices are also the keys to marketing strategies using internet technology.
FGD also identified that there are weaknesses in the Enoraen Village area if they want to implement such a strategy. Although the Internet network has reached the Enoraen Village area, the quality is inferior. There are so many spots that are not reachable by cellular signals. This is because there is no BTS (base transceiver station) built-in Enoraen Village. The closest BTS is quite far from Enoraen Village, which is in the village of Bena, which is to the east of Enoraen and located on the other side of the big river Noelmina. This is a challenge for Menipo Island eco-tourism managers, both from the BBKSDA NTT and the local community who are involved. The results of the SWOT participatory mapping analysis of the challenges of Menipo Island eco-tourism in the 4IR era could be seen as in table 3.  -Limited availability of devices and knowledge of information technology is still low.

External
Origin: attribute to environment -The trend of traveling to antimainstream places is increasing in various circles of society. -The era of the internet-based industry 4.0 revolution provides many tourism package promotion platforms through the internet with global reach.
-The possibility of changing tourist trends from visiting remote areas, cheaper and more easily accessible wildlife to other areas can occur as a result of dense information from internet media. -Internet access is still limited, and internet-based communication tools are still complicated for residents to get. This has the potential to organize tourism business agents to be taken over and managed by other villagers. Sources: FGD meetings on 12 May and 25 Oktober 2018 after processed [17] 7. Discussion Based on the previous description, this paper attempts to formulate a Menipo Island eco-tourism marketing strategy if the manager were willing to use the internet technology approach. Such an approach is critically important in order to answer challenges that arise as tourism becomes one of the industrial sectors, which is impacted by the 4IR [8,9,10]. As Menipo Island becomes a chosen spot to be promoted by eco-tourism stakeholders in East Nusa Tenggara, a consideration of the use of internet-based technology then could not be avoided.
The biggest challenge for Menipo eco-tourism is on deciding on the marketing strategy that is facing the current situation towards 4IR. Theoretically, the promotion of eco-tourism needs an integrated communication strategy. This concept is a tool for promoting products by benefiting media for delivering a message of promotion to the public [22]. Philip Kotler [23] argues that five potential ways could be used in marketing the products, which is called as mixed marketing communication, such as advertising, selling promotion, human relations, private selling, and direct selling.
However, this approach seems too conventional because it has not yet adopted the latest technology, such as the internet. Nevertheless, it has had its antithesis, namely service-dominant (S-D) logic approach. The critical element of S-D logic is available on its value that is actualized together amid the socio-economic actors. This value is more determined by the customer rather than inherent in the company-dominated offer [24]. S-D logic puts customers and tourism companies in the same position and does not dominate each other. This is in line with the principles that exist in e-commerce, software, and markets in the 4IR marketing system that puts forward a customer-centric approach. This approach is marketing principles that are personalized with customer insights, deliver innovative products that are driven by customers, and stay abreast of the latest changes and trends in consumer behavior [5].
In general, the S-D logic [25] approach emphasizes the importance of placing tourism managers and tourists in the same line of interaction concerning their planned activities to visit the tourist sites offered. Managers do not merely see attractions as merchandise. More than that, tourism managers put forward the best service offerings for prospective tourists in marketing these attractions. Thus, the added value that will appear in the form of hospitality in serving tourists can create a positive memory of the visitor's experience.  In the context of Menipo eco-tourism, so far, the effort to promote Menipo Island has been made by the manager is relatively good. Managers already use internet-based marketing strategies through social media [25]. For example, there was the BBKSDA NTT initiative holding Menipo Festival 2019. In doing so, BBKSDA NTT has created flyers, brochures, and videography about TWA Menipo, which were disseminated by the NTT BBKSDA social media on the internet. Additionally, Enoraen Village's cultural arts were also performed by people of Enoraen Village, such as rabeka songs and dances, and other traditional musical instruments such as gongs and juk. Also, some activities attracted public attention to be directly involved in the festival, such as the Menipo photo competition for the general public, the painting competition for students, and the coloring competition for children. At the peak of the Menipo Festival event, which was held on 14 November 2019, there were quite a large number of audiences coming from various backgrounds.
The marketing strategy undertaken by BBKSDA NTT is a maximum effort from the manager to promote the Menipo TWA eco-tourism. Although they have used an integrative approach in conducting eco-tourism marketing communication, community involvement has not yet been seen in the marketing sector. This is very important because what became the basis for the management of TWA Menipo since the beginning was community empowerment. The strategy that can be applied is likely to maximize the role of eco-tourism groups in Enoraen Village to participate in TWA Menipo online marketing activities.
There is an alternative scenario to support local people to be engaged and involved in the internetbased marketing strategy related to the Menipo participatory eco-tourism management. The following are the steps that are likely to be undertaken in order to enable the strategies.

Group formation and division of tasks
The existence of a group is very crucial for managing Menipo Island eco-tourism in a participatory manner. In addition to accommodating the need for eco-tourism goods and services, strengthening community relations with BBKSDA NTT and village governments, the eco-tourism group can be an organization that regulates the division of tasks with job descriptions of each actor who are involved. The group formation simulation was conducted at PRA on 3 May 2019, which was initiated by the research team from Environment and Forestry Research and Development Institute of Kupang (Balai Litbang Lingkungan hidup dan Kehutanan Kupang-Balitbang LHK Kupang). The results of the simulation are submitted to the community, village government and BBKSDA NTT, and it was expected to be followed up formally through a decree.

Strengthening infrastructure
The infrastructure in question is all kinds of information technology devices that enable each stakeholder actor to access the internet. It is aimed to support the implementation of marketing ecotourism goods and services online. For example, the eco-tourism group approached the internet service providers to build BTS in the Enoraen Village area, so that the internet signal could be better and more stable. Devices procurement and software that can support the implementation of product marketing are also an essential part of this infrastructure development.

Upgrading knowledge for youth
The younger generation is the most technologically literate group. Therefore, strengthening the information technology skills and its management will be more useful to be prioritized for the younger generation. It is aimed to help eco-tourism marketing online. They must be involved in eco-tourism groups as actors who operate social media accounts and marketplace platforms as well.

Creating content
In industry 4.0, the term creative economy is known to rely on ideas on content offered online. Once again, suitable actors to implement this are the younger generation because they always have the creativity and lots of ideas. However, the content produced still relies on sources that involve the interests of all stakeholders. For example, the BBKSDA has an interest in conservation efforts, the village parties have an interest in village development, and the community has an interest in the household economy. All this interest can be accommodated by creating content packages offered to the public via the internet.

Management of social media, platform accounts, and startup
The final stage of the online marketing strategy is to determine which media will be used as a tool to sell or promote eco-tourism products. In the FGD on 25 October 2018 three media on the internet were identified in order to be used as a marketing tool.
The first is to promote eco-tourism products through social media. The possible option is to create an account on Facebook, Instagram and YouTube. Through these three social media marketing activities about the eco-tourism products can be accessed easily for the public. However, there are also disadvantages to this option, such as payment methods and difficulty in finding potential tourists who are serious about visiting.
Second, creating an account on the marketplace platform to sell eco-tourism products. The Menipo Island eco-tourism group can easily register their accounts on buying and selling platforms such as Bukalapak and Tokopedia, for example, as a way to promote Menipo Island eco-tourism. Products sold can be souvenirs, such as various menipo weaving products, snacks, and handicrafts, which represent the existence of Menipo Island. In the product description, in addition to product specifications, they can also be explained about the beauty and richness of the Menipo Island biodiversity as a promotional effort to the public.
The third is to build a startup platform for UMKM (micro, small and medium enterprises)-based businesses. This method is the most advanced technique because it requires at least three human resources who are experts in information technology. The three human resources will work as hackers, hipsters, and hustlers. Hacker is a person who is tasked to develop a startup application system. This person must be an IT expert. Its position must be work in a location that has an adequate internet network, such as in Kupang City, which already has a 4G signal. Hipster is the person responsible for the startup displays that were built. This person must have graphic design skills and great aesthetic taste on startup application appearance. Therefore the public will be attracted and interested in using the application. The third is hustler, which is the person in charge of selling products that are sold on startup. Hustler must be someone who has adequate marketing skills. Therefore, the eco-tourism products that are offered can be understood easily by the public as well as the public wants to buy them.

Conclusion
A human civilization that continues to evolve always requires adjustment for humans as a bound element in it. The era of 4IR requires every human being to participate in using internet technology as a form of social interaction between people. Management of Menipo Island eco-tourism is also affected by the 4IR. However, this is undoubtedly a challenge and can even be an opportunity for economic, social and ecological prospects. Enoraen's people's readiness and positive opinion on managing eco-tourism in a participatory manner on Menipo Island is the leading social capital for implementing eco-tourism.
The formation of groups is the key to manage Menipo Island eco-tourism using internet technology. The eco-tourism group will be a tool to organize the actors involved in determining the roles and job descriptions. The young generation will become the avant-garde of the implementation of eco-tourism 4.0 due to this group has the most skills and knowledge of information technology infrastructure. In addition to this, social media, marketplace platforms, and startups are three options that make it possible to be chosen to operate Menipo Island eco-tourism 4.0. However, the most important thing is that the use of internet technology does not reduce the critical value contained in eco-tourism, namely conservation, good governance, and community welfare.