The Development of a Cultural Tourism in Batik Museum of

Yogyakarta by a SWOT Analysis

Ardian Febriansyah Putra

and Mukminan Mukminan

Departement of Geography Education, Yogyakarta State University, Yogyakarta, Indonesia

fetraardian@gmail.com

Keywords: Batik museum, cultural, tourism.

Abstract: Yogyakarta Special Region was one of provinces that still preserve customs and has big roles towards a

cultural inheritance preservation. A museum as a place that reserve cultural inheritance items collection can

be one of interesting tourism objects that can be visited amidst the magnitude of natural tourism that is always

crowded to be enjoyed. Batik Museum of Yogyakarta could be developed becomes an interesting cultural

tourism attractiveness to be visited as the only museum that collect a cultural inheritance in form of batik,

Batik Museum of Yogyakarta should be a cultural tourism icon in Yogyakarta. It was undeniable that there

was still a big gap of tourism visit between natural tourism and cultural tourism due to tourism destination

quality that was not evenly distributed. This research attempted to explore a concept in a cultural tourism-

based destination development in Batik Museum of Yogyakarta is examined by a SWOT approach. The

research results could be concluded that strategy of Batik Museum of Yogyakarta cultural tourism object

development among others build attraction, accessibility, amenities, ancillary and also involve community in

a tourism management.

1 INTRODUCTION

Museum is one of cultural attraction, any artefacts

and other collections there can attract people so that

it can be tourism destination as well. In the

development of museum, it was a special place to

store nobility’s stuff as the proof of greatness so that

people can see and admit it. At that time, museum is

more like a temple that can only be visited with a few

and limited people. In subsequent, development of

museum became more open, even for the public. At

the present time, museum can be understood as a

place to store, maintenance, and utilization of stuff as

the material proofs of human’s culture as well as their

environment to support the protection and

preservation of our nation’s cultures (Government

Regulation No 19/1995 on Museum). Citizen in

developed country have had proper awareness and

understanding on the important of museums,

therefore museums there are well-managed by the

professionals (Hadi, 2001:36). In Indonesia, the

awareness of people toward museum is still low. The

existence of such museums in Indonesia have not

increase people’s awareness on the importance of

museum, it is not surprising that until now museums

in Indonesia have not had significant role as the

medium of cultural education. Whereas, museums

have an important role as the preserver of cultural

values, so that it is our responsibility to preserve the

existence of museums with cultural heritages, since

the existence of museum and its collections will be

very beneficial for the generation today and in the

future. Through museum, people can understand and

develop nation’s history.

Yogyakarta Batik Museum is a private museum

and it was established by HadiNugroho and his wife,

DewiSukaningsih, supported by their relatives. Hadi

feels anxious with the changes of batik, in 1960s

especially when the printing technique for textile

industry was born that can reduce the values and arts

of batik drawing. The museum was officially

unveiled by Office of Culture and Tourism in 1979,

Yogyakarta Batik Museum got the registration

number of 09/I.13.XVI/II.2/01 in 2001. The deed of

museum was recorded 22 and issued in 1977 and

refurbished in 2014.

242

Putra, A. and Mukminan, M.

The Development of a Cultural Tourism in Batik Museum of Yogyakarta by a SWOT Analysis.

In Proceedings of the Annual Conference on Social Sciences and Humanities (ANCOSH 2018) - Revitalization of Local Wisdom in Global and Competitive Era, pages 242-248

ISBN: 978-989-758-343-8

Figure 1: Yogyakarta batik museum.

Figure 1 shows the front view of Yogyakarta

Batik Museum. Even though there are renovations for

the building, yet there is no significant changes

besides the color of the building is repainted every

two year.

Since it was established, Yogyakarta Batik

Museum have vision and mission to preserve the

technique and other knowledge about batik, also

documented batik motives. The museum is open for

public as a place to provide services and consultation

toward society pertaining to batik. The museum also

opened for any partnership as long as it is aimed to

preserve batik. By the UNESCO decision on the

enactment of batik as world cultural heritage in 2001

and the appointment of Yogyakarta as the City of

Batik by WCC in 2014, Yogyakarta Batik Museum

fully support efforts to preserve the authentic batik

arts.

It is very easy to reach the museum. Yogyakarta

Batik Museum is located in the middle of settlements

along the DrSutomo Street, Danurejan, Yogyakarta

City. It takes only 5 minutes from Lempuyangan

Station by motorcycle. The atmosphere along the way

is very interesting, since there are plenty of places to

eat and rest, start from restaurants and hotels with

cheap prices. However, the means and infrastructure

is still not enough to support the development of

tourism destination at this museum. The old building

of museum makes it seems not interesting to be

visited.

We need to encourage community’s awareness for

the development of Yogyakarta Batik Museum. They

suppose to aware, responsible, and actively involve to

the efforts regarding to achieve the goal of tourism

development by mobilizing attitudes and behavior as

the host through the value of patriotism and concern

on their ancestors’ cultural heritage. Indeed, it needs

partnership between museum management, Office of

Culture and Tourism, and community around the

museum so that tourists will feel more comfortable

and it can also increase the number of tourists, efforts

in museum’s development will be effective if it can

be done collectively.

From the physical aspects, Yogyakarta Batik

Museum categorized as non-natural resources

destination with cultural potential which is batik.

According to Law No 10/2009, tourism attraction is

“anything that posses uniqueness, beauty, and value

in the form of natural diversity, culture, and the result

of man-made with the objective to be visited by

tourists.” Tourism attraction is something that has

appeal to seen and enjoyed that have feasibility for

market interest.

The legislation also stipulates that at least there

are four elements of tourism product or destination:

attraction, accessibility, amenities, and ancillary or

commonly known as 4A Tourism. Development of

tourism destinations at the level of the land site at

least take into account to those four key points.

The problem faced by Yogyakarta Batik Museum

is a classic problem that actually also faced by most

of museums in Indonesia. Private museum tend to be

passive in regards to its development since they

cannot utilize government’s budget which is limited

to the responsibility of maintenance and storage of

cultural and nation’s identity collections. Therefore,

there is impression from visitors that the museum

looks boring and it also answer the question why

museum always seemed empty.

Yogyakarta Batik Museum has documented the

history of batik which is the original culture of

Indonesia. As the one and only museum of batik in

Indonesia, it can be very potential. However, the

appeal has not been managed optimally as a result

people are not attracted to visit the museum. The

strategic role of Yogyakarta Batik Museum as a

cultural tourism destination should be realized by the

government, museum’s managers, and citizen. To

uphold the role of Yogyakarta Batik Museum as the

cultural destination, there are some efforts to develop

strategic plans that can uphold the sustainability of

tourism in Yogyakarta itself.

According to aforementioned problems, this

paper tries to explore formulation of ideas or concepts

in the development of cultural tourist destinations

based on Yogyakarta Batik Museum, studied with

SWOT (strengths, weaknesses, opportunities, and

threats) analysis.

2 RESEARCH METHODS

The type of research used in this research is

descriptive qualitative with SWOT analysis chosen to

collect the data and discuss the concept of Yogyakarta

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243

Batik Museum’s development as one of the point of

attraction in Yogyakarta. Besides of that, this kind of

research used to get broaden descriptive image

toward researched phenomenon (Moleong, 1995).

Since this research is deemed able to explore more the

meaning of the phenomenon in more depth (Creswell,

1994). The phenomenon in question regarding to the

potential Yogyakarta Batik Museum as acultural

tourist attraction, thereby obtained a good result for

the development of the museum. The primary data

was obtained through observation, interviews, and

documentation done by the Office of Tourism,

Museum Management and Visitors. While the

secondary data was obtained from Central Statistics

Bureau (BPS), Museum Management, and Library.

Creswell (2003) places the data-collecting procedures

in Qualitative Research into four categories:

observations, interviews, documents, and review of

documents. It provides a concise table of the four

methods, the options within each type, the advantages

of each type, and the limitations of each. So the data

collection in this research are interviews,

observations, documents and review of documents.

Therefore, to determine the development strategy we

did SWOT analysis with three informants from (1)

Office of Culture and Tourism of Yogyakarta City;

(2) Yogyakarta Batik Museum Management; (3)

Visitors of Yogyakarta Batik Museum.

The technique of analysis in this study could be

done through procedures or several stages as follow:

 Data reduction; reduction means as the process

of choosing, determining the attention or

simplifying, abstraction and basic information

gathered from the field. Data reduction was

conducted regularly during the study and it was

still conducted after the field study. Besides of

that, this technique is a kind of analysis which

sharping, grouping, steering, dumping, and

organizing the data so we can make a

conclusion,

 Data serving; data serving is a process where we

compile groups of information into one matrix

or configuration that can easily understand. The

serving of data can be narrative, matrix, graphic,

or some parts of of information that has been

organized and achieved the valid qualitative

analysis,

 Conclusion; after gathering the data and find out

what is the essence of it we should provide

conclusion, argument, comparation between

data and find the causality between one

component and the others to be conclude.

The form of data model end to be narrative by

using SWOT matrix. SWOT matrix is a tool to

compile strategy for tourism destination

development. This matrix can figure out the

opportunities and threats clearly so that the strategy

can be contextualize with the strengths and

weaknesses of the tourism sector. By using this

matrix we can also determine the right development

policy. This matrix can provide four alternative

strategies, we can see it in the table 1 below:

Tabel 1: Matriks SWOT.

Strengths

(S)

Weaknesses

(W)

Opportunities (O)

Strategy

Threats (T)

ST Strategy

Strategy

Source: Freddy Rangkuti, 2004.

According to the table it can be said that SO utilize

all of the strengths by looking at the opportunities,

WO utilize weaknesses and look at the opportunities,

ST is the process of utilizing strengths and threats,

meanwhile WT is the process of utilizing weaknesses

by looking at the threats.

3 RESULTS AND DISCUSSION

3.1 Attraction

Based on our observation and interview result, the

attraction of Yogyakarta Museum is in the uniqueness

of batik from time to time that can be found in this

museum, besides Yogyakarta Batik Museum also has

the oldest collection and there is workshop for anyone

who want to learn how to draw a batik.

Figure 2: Batik workshop with students of happy bear

kindergarten, Yogyakarta.

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244

Figure 2 shows the activity in the museum where

students from Happy Bear Kindergarten joint the

workshop on batik. During the workshop, the

management also tell them the history, functions, and

benefits of batik by assuming it can arose student’s

love toward batik as original cultural heritage of

Indonesia.

3.2 Accesibility

Based on the observation and interview, the location

of museum which near with settlements and the street

ease people to find the museum. It is very strategic

since the museum also has positive ambience and not

too far with Yogyakarta City’s central. It only takes 5

minutes from Malioboro. Therefore, Yogyakarta

Batik Museum is one of destinations that must be

visited by tourists. In the Figure 3 below, we can see

how strategic the museum.

Figure 3: Condition of Sutomo Street, around Yogyakarta

batik museum in the day.

3.3 Amenities

The observation and interview shows that Yogyakarta

Batik Museum have proper facility such as hotel,

which is named after the museum, Hotel Museum

Batik Yogyakarta. The hotel has a thick cultural

overtone, especially batik. This makes the hotel

interesting to visit.

The specialty of museum’s hotel is not over yet.

There are many features and facilities of this museum.

Hotel Museum Batik can be an option when we visit

Yogyakarta since it is also located near with tourism

destinations. In addition, there are lot of facilities in

the hotel, including lobby convenient to take a break

or chatting with family. Around the lobby, there is

drug store for visitors to buy any related gifts to batik.

Figure 4: Hotel’s lobby.

For visitors who come for business agenda, Hotel

Batik Museum also can be alternative to conduct

meeting. It is because the hotel provides four meeting

room with AC, LCD screen, white board, sound

system, and other equipment.

For the room, this hotel has large size room. This

can make visitors enjoy their staying. There are also

four rooms for group size with facility in each room

such as wardrobe, TV, split AC, bathroom with

shower, and a beautiful park.

It is very easy to find hotel’s location since it is

near with the museum. The access toward this

location can be reach by riding motorcycle or car.

Besides there is a large parking area. Hotel Batik

Museum can be an option whenever you visit

Yogyakarta.

3.4 Ancillary Service

It is safe for us to say that the destination is lack of

ancillary services. ATM for instance, there is no such

of thing around the location so people face difficulty

whenever they want to purchase souvenirs. On the

other hand, in regards to the promotion of museum,

cooperation of museum management and Office of

Cultural and Tourism of Yogyakarta City is already

good enough. Visit Museum program from the office

increase the number of museum’s visitors every

month. However, there is a need to balancing the

facility and infrastructure of the museum. Yet,

museum management is lack of partnership with

other private sectors, such as tour and travel agency

to get more attention from them. Therefore, there is

lack of promotion outside Museum Visit by the

government office.

From those four tourism product elements, we can

create SWOT matrix based on the observation and

interview, therefore we know what are the strengths,

weaknesses, opportunities, and threats faced by

Yogyakarta Batik Museum. The strengths of this

museum is on the object of the museum itself, such

as: uniqueness and variety of batik from time to time,

the oldest batik collection, and batik workshop. Those

The Development of a Cultural Tourism in Batik Museum of Yogyakarta by a SWOT Analysis

245

can be attractions that can get more attention from

tourists who wants to know more about our ancestor’s

heritage.

The location of museum that near with settlements

and highway makes people easy to find it. It is very

strategic since the museum also has positive

ambience and not too far with Yogyakarta City’s

central. It only takes 5 minutes from Malioboro.

Therefore, Yogyakarta Batik Museum is one of

destinations that must be visited by tourists. In the

Figure 3 below, we can see how strategic the

museum.

The museum also has weaknesses that must be

considered. The weaknesses can be tool to evaluate

the development process of museum and destinations.

Yogyakarta Batik Museum is lack of proper public

facilities such as canteen and worship place. It makes

the visitors feel uncomfortable. This lack of public

facilities force visitors to go to other places to eat and

worship.

Limited access such as public transportation to the

museum makes it is a little inaccessible. Perhaps it is

also the cause why the number of visitors is still low.

Again, the museum is lack of professional staffs in

regards to management of the museum and it makes

the museum seems not interesting. Today, the

management of museum is handled by family and

relatives of Mr. Hadi and there is no such cooperation

with government office to manage the museum.

Based on writers’ experience, they do not perform

well in terms of managing the museum, it clearly

implies from the limited facilities there.

The limited attractions also make Yogyakarta

Batik Museum cannot compete with other

destinations. People will come and go after they see

the collections, most of them do not have any desire

to visit the museum again in a short time. That

becomes the obstacle for museum management, as

the visitors only visit the museum for the short time

there is no money circulation there. However, the

existence of museum still has no significant role for

the increasing awareness of community on the

functions and benefits of the museum. The

community does not help much to promote and

propose new programs to develop the museum.

Furthermore, the opportunities of museum such as the

capability of region to be utilized and developed in

the future. This opportunity aimed to encourage

tourism destinations within region. For Yogyakarta

Batik Museum, the opportunity is its location in

which placed in a strategic location if seen from the

environmental supports and functions. However, if

Yogyakarta Batik Museum is placed in a strategic

location, it should be included in the development

plan of region.

Partnership and cooperation between museum

management and government office which is

Museum Visit program in Yogyakarta is a very good

thing to increase the number of visitors. Besides of

that, the utilization of IT to deliver any information

pertaining to the museum such as social media

(Instagram and Facebook), website, and video

marketing are things to be considered to improve

index of visitors.

From opportunities, therefore threats appeared,

external threats can be harmful for the development

of Yogyakarta Batik Museum. Those kind of threats

are competition between other museums,

development of other museums, and competition

between other tourism destinations in Yogyakarta

such as Taman Sari, Keraton Palace. To compete with

those other destinations, Batik Museum should

conduct innovations to attract more visitors in which

it needs hard work of the museum management,

therefore they need more professional resources.

Lack of interest of the younger generation to learn

the history of nation, especially batik can be a threat

on the disappearing of our ancestor’s cultural

heritages. Youth’s awareness to preserve cultures is a

one important thing so there would be exchange of

information among them.

By using SWOT analysis, the development of

Yogyakarta Batik Museum can be seen as follow:

Table 2: Strength.

No.

(Strength-S)

Variety and uniqueness of batik collections

The oldest batik collection

Workshop for everyone

Strategic location

Those strengths could encourage the development

of Yogyakarta Batik Museum.

Table 3: Weaknesses.

No.

(Weaknesses-W)

Lack of proper public facilities

No canteen and worship place

Limited access for public transportation

Lack of professional resources

Lack of attractions that cause visitors only spend

a shorttime in the museum

There is no awareness from community

To deal with the weaknesses, we need more

cooperation between museum management and local

government to discuss the strategy to develop

museum by involving community.

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Table 4: Opportunities.

No.

(Opportunuties-O)

Museum Visit program by Office of Culture and

Tourism for students in Yogyakarta City

Utilization of IT to deliver any information

regarding to the museum

Table 5: Threats.

No.

(Threats-T)

More developed museum destinations inside

Yogyakarta City

More interesting destination such as Taman Sari

and Keraton Palace as the alternatives for

tourists

Lack of interest among youth generation

In accordance with the strengths, weaknesses,

opportunities, and threats from the SWOT analysis,

museum management may perform some strategies

which are SO strategy (using strengths to maximize

the opportunities), WO strategy (minimize the

weaknesses to maximize the opportunities), ST

strategy (looking at the strengths to prevent threats),

and WT strategy (minimize the weaknesses to avoid

the threats).

3.4.1 Strengths and Opportunities Strategy

(SO)

The main idea of SO strategy is optimizing the

strengths to utilize the opportunities, the alternatives

of this strategy are build and renovate museum’s

means and infrastructure. Every destination visited by

the tourists, there must be proper infrastructures

besides the attractions of destination itself. Tourism

infrastructures can affect the increasing number of

visitors. It will be very memorable if the visitors feel

they need can be accommodated during the visit, as a

result they may think to come back to visit again in

the future. Therefore, there must be development and

establishment of infrastructure within destination

such as worship place, gazebo, renovate the building

and toilet. Furthermore, what we need to do is

maintaining the condition and infrastructures so that

it can last long.

Develop attractions, a good attraction shall

increase the visits, hold visitors, and give satisfaction

to the visitors. Besides batik workshop, Batik

Museum might create some kind of batik fashion

show, batik carnival, or other arts perform in

cooperation with government office and private

sectors. Establish and organize travel accessibility,

accessibility can ease tourists to visit the destinations.

The management of Yogyakarta Batik Museum can

cooperate with pedicab drivers around the museum to

tell and drop tourists. Another alternative is by having

direction board to the museum. So that people can see

where should they go if they want to visit the

museum. Since accessibility is the most important

thing to support travel development. With better

infrastructure tourists will feel more comfortable

without worrying that they might get lost in the city.

3.4.2 Weaknesses and Opportunities

Strategy (WO)

The aim of this strategy is to minimize the

weaknesses by utilizing opportunities. Some

alternatives that may be taken are:

 Improving promotion and innovative

development program to attract more visitors so

the Batik Museum will be ready to face

competitions among travel destinations in the

city. Promotion is a strategy from the

management to introduce their product to

people. Strategy to improve promotion is aimed

to utilize the opportunities to minimize the

weaknesses. One of promotion strategy that can

be taken with management is join in tourism

events held by local government. The other way

is promoting the museum through electronic

media, newspaper, banner, and brochure.

 Coordination with private sector to invest to the

museum. This strategy aimed to support

sustainable development of the museum, so the

management can build proper infrastructures,

accommodations, and other attractions or

professional suggestions. Therefore,

coordination with local government to attract

investors must be conducted. We can establish a

new cooperation scheme based on agreement to

improve capability in certain business sector.

 Empowering and socialization to improve

community’s awareness on the importance of

Tourism Awareness society. Tourism

Awareness society is a community that aware

and responsible to their involvement on

achieving development goals by mobilizing

their attitudes and behavior as a tourism host.

3.4.3 Strength and Threats Strategy (ST)

ST Strategy is a strategy that uses strength to

overcome threats, including:

 The optimization the natural potential and

uniqueness of museums by maintaining

museums continuously to face competition

among tourist objects.

 The development and construction of the

Museum by exercising strict control over the

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247

implementation of elements of tourism actors

that are inconsistent with the attitude and actions

of tourism actors that can threaten the damage

of tourist attraction.

3.4.4 Weaknesses and Threats Strategy

(WT)

WT strategy is a way to minimize the weaknesses and

avoid the threats, it can be achieved by:

 Improving the quality of professional workers

and maintenance of a sustainable attractions,

therefore reduce possibility of damaging the

collections due to lack of proper development.

 Conduct surveillance and maintenance of

existing facilities in the destinations.

4 CONCLUSIONS

According to this study we can conclude that

strategies to improve development of Yogyakarta

Batik Museum are improving existing facilities such

as toilet and improve the accessibility of public

transportation to reach the museum, create more

attractions and promote the destination in a more

innovative way, develop travel products, as well as

involving community to the management of the

museum. If the strengths and opportunities can be

improved, the weaknesses can be minimized, and the

threats can be avoided supported by the

implementation of a right development strategy,

therefore Yogyakarta Batik Museum will able to

compete with other travel destinations in Yogyakarta

City or even in the province.

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