ASPECTS OF SELF-ESTEEM IN THE TOURISM DEVELOPMENT IN KARO REGENCY, NORTH SUMATERA, INDONESIA

Abstract

Due to its positive effects on the economy, tourism is a significant aspect in the development of a country. Therefore, it is necessary to improve facilities at tourism destinations as well as to especially increase the local people’s self-esteem in order to maintain such destinations. The study aims to examine self-esteem referring to the assessments given by tourists and residents in which such assessments can be used to improve the maintenance of tourist attractions in a region. As one of the regencies in North Sumatera Province, Karo owns great tourism potentials due to its various natural attractions as well as cultural richness. However, many of these attractions are not well maintained so self-esteem is considered as a solution. This study has measured four aspects namely evaluation, pride, attachment, and commitment which must become parts of Karo’s identity. This study used the mix method which utilized a combination of 360 questionnaires and in-depth interviews. The findings show that the aspects of pride, attachment, and commitment became the positive features by the local residents although the assessment to the aspect is poorly evaluated. Moreover, the quality of infrastructures available at main tourism destinations was proved to increase also the residents’ quality of life.

Keywords

• self-esteem
• tourism
• place identity
• karo regency.