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English Education Village Tourism "Kampung Inggris Pare-Kediri"

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 International Conference :
Education
» Conference room 4, : 101 «
100 years Building of Somdej Phrabudhajarn
(Ven. Aaj Asaphamahathera)

Commentator :
1. Assoc. Prof. Dr. Kanok-orn Somprach
: Khon Kaen University
2. Asst. Prof. Dr. Prayoon Sangsai
: Mahachulalongkornrajavidyalaya University
 การประชุมวิชาการระดับชาติ ครั้งที่ 5 และระดับนานาชาติ ครั้งที่ 3
The Fifth National and the Third International Conferences 2018 331

English Education Village Tourism “Kampung Inggris Pare-Kediri”

: An Ethnography Study

Dr.Budi Hermawan
Doctoral Student in Management Science at Brawijaya University
Jl. Veteran, Malang, 65145, Jawa Timur, Indonesia
Email: arjuna_budi75@yahoo.com
Petrus Tulit Resi
Buddhi Dharma University
Jalan Imam Bonjol No.41, Karawaci, Tangerang, 15115, Banten
Email: pietertr@hotmail.com

Abstract
Education Tourism offers a specific form of tourism and it excites some
parts of people. Tourism village is an alternative of educational tourism which is
increasingly fond of by millennial generation. One of the reason for educational
tourists to come to “Kampung Inggris” (Indonesian for English Kampong) is to
increase their own knowledge and competence. This research is aimed to understand
the development process of “Kampung Inggris Pare-Kediri” to become an English
educational tourism village. The research uses ethnography approach with
observation, in-depth interview and document analysis to obtain data. The branding
of “Kampung Inggris” has been successful in market demand growth especially from
millennial generation who are trying hard to increase their ability, competence, and
skill in English. Generally, the development of Kampung Inggris mainly focuses on
the increases of visitors (mass tourism).

Keywords: Tourism, Educational Tourism, Kampung Inggris

Introduction
Tourism is an economic activity which is economic crisis-proof (Dewan
Perwakilan Rakyat, 2015; Firdaus, 2015; Husodo, 2016; Indopos.com, 2015; Suranti,
2016).The activities have given multiple effect to other economic sectors. World
Travel and Tourism Council (WTTC) released a research result on the direct
contribution of tourism sector to the economy of a country. The following is the direct
contribution of Indonesian tourism sector to Gross domestic product (GDP) from
2007 to 2017, and the prediction up to 2027. See Figure 1.
Figure 1.
In many nations including Indonesia, inbound tourists attract more interest
than outbound tourists and domestic tourists. Data in Table 1 shows that domestic
tourists positively grows from time to time. The development of tourism destination
has become one way to boost society interest to become domestic tourists.
Government and other tourism stakeholders have put efforts to develop the existing
tourism destinations. The decision of 10 new excellent tourism objects in Indonesia is
 จิตอาสากับการพัฒนาสังคมที่ยั่งยืน
332 (Volunteer Spirit with Sustainable Social Development)

one of these real efforts (Adiakurnia, 2017; beritasatu.com, 2015; Jpnn.com, 2015;
Purnamawati, 2016; Ruli, 2015; tempo.co, 2015).
Table 1.
One type of tourism developed and attracting many intentions in the last
decade is educational tourism. This kind of tourism has been around long time ago,
only in 2000s, Kediri, a regency in eastern Java developed this kind of brand
(branding) for a tourism destination which is now known as “Kampung Inggris”.
There are many research have been done concerning this destination. Most
of them focused on factors related to the operation of educational tourism.
(Abubakar, Shneikat, & Oday, 2014; Hayati, 2017; Petroman et al., 2016). This
research will describe the significant changes in the process of development of
English Education Tourism Village “Kampung Inggris Pare-Kediri”, hopefully will
attract domestic tourists massively.
Tourism
One’s journey/travel from a place to another place with various different
objectives can be widely categorized as tourism journey/travel. Tourism perspective
is extremely wide. To understand more on this perspective, a philosophical analysis
is needed. From the tourism philosophy point of view, tourism is related to all things
that support the movement of tourists, various society’s activities to create things that
fulfill tourists’ expectations and their positive implications for society, environment
and the sustainability of the tourism activity (Azahari, 2017).
From this tourism philosophy scope, the definitions of tourism activity
could be diverse. Goeldner and Ritchie (2012, p. 5) defines tourism as a process,
activity, and results of a relationship and interaction between tourists, tourism
suppliers, host government, host society, and surrounding environment involved in
attracting and hosting the visitors. Other definition concerning tourism includes time
limit of stay outside ordinary environment and explicitly stating other activities apart
of holiday goals (Goeldner & Ritchie, 2012).
Tourism is than grouped into inbound tourism, outbound tourism and
domestic tourism. Inbound tourism is a tourist visit from the outside border into a
destination country. This inbound tourism often becomes the main attention of a
country because of three advantages, economic advantage, social advantage, and
politic advantage. Outbound tourism can be defined as a tourism travel cross the
border of the country where the tourist permanently lives. Meanwhile domestic
tourism is a tourism travel within tourists own country.
Educational Tourism
A journey could be done with various goals namely to spend a holiday
time, for business purpose, or for education reason. From this huge scope of tourism,
a journey in search for an academic qualification or just an education experience have
become a part of tourism (Ritchie, Carr, & Cooper, 2003, p. 9).
Tourists will intercept with various new experiences in their travels. Seeing
tradition of society they just interact with, tasting their food, enjoying new places,
culture, and their life styles. These things have convinced may tourists that a tourism
travel includes a learning activity within it. Educational tourism is not a new concept,
 การประชุมวิชาการระดับชาติ ครั้งที่ 5 และระดับนานาชาติ ครั้งที่ 3
The Fifth National and the Third International Conferences 2018 333

but the development of this activity now is done in more various and interesting
ways. The core of educational tourism is experiential learning (Arsenault, 2001).
Tourism and education are two main components in education tourism as seen in
Figure 2.
Figure 2.
Educational tourism could be a tourism travel to various education and
learning places even though those places are not the main goals of their tourism
travel. Tourists that conduct a tourism visit could be from an education institution
such as school, university, religious groups or others, or from adult study tour, short
courses, school visits, even students exchange are several activities commonly done
in educational tourism. Educational tourism could be done informally or formally.
The scope could be national or international (Ritchie et al., 2003, p. 18).Educational
tourism is a specific form of tourism, different with child tourism, youth tourism and
school tourism although the last three are parts of educational tourism. Therefore
market share of educational tourism can be developed more broadly.
Figure 3.
Market share of the students of formal school has its own attractiveness.
Figure 2 shows data of students in Indonesia from Junior high school to tertiary
education level. This figure reveals the market potential for ”Kampung Inggris” as
English Education Tourism Village.
Table 2.
Methods
This research is done in Tulungrejo Village and Pelem Village (a.k.a.
Kampung Inggris), Sub-regency Pare, Regency Kediri. Observations, in-depth
interview and documentary analysis are used to gain data. The main sources of
primary data used in this research are the course participants, course tutors, course
management, and surrounding society. Secondary data is also obtained from notes,
websites, leaflets, and others. Data in this research is in form of in-depth description
based on subjective perspective of informants. Researcher conducts a subjective
reflection to informants based on attitude, saying, and action that forms an inter-
subjective interpretation.
Data analysis in this research is done in three steps. In first step, the
researcher analyzed secondary data from website before field research was carried
out. In second step, the researcher was in field. The researcher then analyzed the
results of observation and in-depth interview. In the third step, when the researcher
was outside the field. The researcher then re-reviewed the analysis results and
compared with theories used as references in this work. The re-review the validity of
this research is done in the way of credibility, transferability, dependability and
confirmability.

Finding
A Brief History of Kampung Inggris Pare-Kediri
Kampung Inggris is a name of two villages namely Pelem Village dan
Tulungrejo Village, Pare, Kediri, East Java. In this area, there are hundreds courses
 จิตอาสากับการพัฒนาสังคมที่ยั่งยืน
334 (Volunteer Spirit with Sustainable Social Development)

especially English courses. Basic English Course (BEC) was the first English course in
this area. BEC was founded by Kalend Osen in June 15th, 1977. Up to know BEC has
graduated 22.000 students. The amount of courses increase and the founders mostly
related to BEC (its graduates). BEC is the pioneer of the Kampung Inggris and Kalend
Osen is known as the founding father Kampung Inggris. However, the branding of
Kampung Inggris for Tulungrejo Village and Pelem Village is not liked by Kalend
Osen. That branding is perceived as misleading, therefore Kalend Osen prefers
“Kampong of English Course”.
In line with the increases of the amount of courses institution, the
participants of English courses started to flow in from all over Indonesia. Even from
neighbor foreign countries such as Malaysia, Thailand and others. In 2000s, investors
from other towns started to aware about the market potential and heightened the
competition by opening their own courses institutions. The courses institutions now
in Kampung Inggris is not only for English but also for Arabic, Koreas, Mandarin,
Japan and others. And courses other than language also begin to exist there such as
courses for music, computer, math, and so on.

General Condition of Kampung Inggris

Kampung Inggris as the center of English learning has a well-managed
environment. This changes happens based on the demand for a better supporting
services for tourists from time to time. As a result, it is easy to find food stalls, café,
laundry, prayer places, book stores, parks, health services and many others. One of
the uniqueness is the using of bicycles as the main transportation maintained up to
now.
Accommodations in Kampung Inggris is easy to find and consists of many
types in line with the needs of the tourists. They are hotels, guest house, homestay,
dormitory and camps provided based on demands. Camp is a place to stay where
participants share a room. Usually shared by three or four, hence it is cheaper
compared to homestay. Some courses provide dormitory for their participants.
One thing that make Kampung Inggris different is that those who stay in
the camp should use English when they are in that area and it is compulsory. The
Camps that are tight with their rules of English Area have additional program during
early morning and evening. Many camps do not apply strict rules of English Area or
apply but not strictly enforced. This makes participants disappointed and loss the
opportunity to improve their English capability.

Centralisation of English education

The amount of Course institution and huge amount of English programs in
Kampung Inggris indirectly enhance the Branding of Kampung Inggris. Course
institutions that operate in Kampung Inggris are not as usual as other Course
institutions. Most of the course institutions in Kampung Inggris doesn’t have special
places (class rooms) where learning takes place. Learning takes place in many forms
of setting. Learning sometimes takes place in veranda or in the living room of the
society, in the park with the system of open learning, in the place made of wood or
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The Fifth National and the Third International Conferences 2018 335

bamboo, some others carried out in car garage and many others. However, several
big course institutions have representative rooms for learning and some have air
conditioners.
Learning programs offered are various in terms of time frame and skills to
achieve. Several course institution only offer very specific skills such as speaking or
grammar only. But many institutions offer grammar and speaking in various
packages make course participants can take them in parallel. Some course institutions
offer programs that very dense in terms of time such as programs that conduct 5
sessions a day. This makes participants more flexible in deciding what program to
take and when to take. Students then feel that in Kampung Inggris, everything can be
easily arranged according to ability and willingness of participants.
Many elementary, intermediary, and tertiary education institutions
conduct educational tourism travels to Kampung Inggris. Most of those institutions
cooperate with the existing course institutions in Kampung Inggris. This programs
last for various time duration from one to two weeks. During this period, the
participants stay in and follow the programs that have been arranged in advanced
based on their demands. These activities are usually carried out during school break
according academic calendar such as inter academic year break.
For educational tourists with main goal is to take English course in Pare,
they have to put attention to traditions in Pare. Majority of course institutions start
their learning period on 10th or 25th day every month. Therefore the choice of
appropriate institution is very important. There are several courses institutions have
good reputation. Course places which have certain specify create its own
attractiveness. For example, a course institution with specialty in speaking, provides
public speaking as its advantage program. Besides, the quality of teachers or tutor
international level, ”Toast Master”.

Why ”English Education Village Tourism” not Kampung Inggris

Journey to Kampung Inggris is categorized as a tourism travel. This is
referred to broad definition of tourism, which is someone who travels outside of
his/her place where he/she lives is categorized as tourism travel. However, Ritchie et
al.(2003, p. 11) states that not all tourists who come to educational tourism places
have motivation to attend learning activities. Some others goals are purely tourism
while gaining other benefits. This is shown by some tourists who spend only little
part of their time to take part in English learning program. From interview with key
informants, it is known that some of educational tourists come to Kampung Inggris
just to enrich their socialization experience, friendshipness, and to escape from
routine fatigue.
Major changes in Kampung Inggris happened since Branding Kampung
Inggris was echoed in early 2000s. The rate of domestic tourist visit increase sharply.
This slowly changes the face of Kampung Inggris to Educational Tourism Village.
Many local residents sold their land to investors due to the soaring land price. Land
price in Tulungrejo Village has increased up to 20 times during the last 10 years.
Majority of the English course institutions throughout Kampung Inggris is owned by
 จิตอาสากับการพัฒนาสังคมที่ยั่งยืน
336 (Volunteer Spirit with Sustainable Social Development)

those who are from outside Pare. Only 10 percent is owned by those from Pare. Some
investors that own course institutions expand into other businesses such as café,
dormitory, camp, laundry, and others. Local residents of Tulungrejo Village who
survive and own enough capital, change their houses for business while remain
living their life as peasants.
Branding Kampung Inggris has built an image as English is used by those
live in the area as lingua franca. The fact is that only in certain areas, English is used
as compulsory such as in camps. Surrounding society remain use local dialect or
Indonesian Bahasa in selling their things. Mashudi’s report (2016) confirmed when he
met juice seller and taxi bike driver who spoke English well.
Fundamental changes for Tulungrejo Village and Pelem Village as ”English
Educational Tourism Village” of course needs participation and involvement of local
society. Investors that own course institutions in Kampung Inggris have involved
local society in several ways. The involvement could take form in cooperation in
renting veranda or living rooms for learning places. There are also many houses
owned by surrounding society used as camps by course institutions. Course
institutions also use society to work for them daily activities. The investors also
provide them the opportunity to improve their ability and skills in English. The
opportunity is given in various ways, but the most common way is by freeing society
of Kampung Inggris from course fees.

Millennial Generation as Main market of Kampung Inggris

Half of Indonesian population consists of young people aged between 18
and 34 years old. They are potential consumers who understand technology and
accustom with various social media for various activities mainly in search
information. This generation has good income growth but are very selective in
spending their money. The tendency of using online platform of this generation is
followed by the players in Kampung Inggris.
Couse programs and various information about Kampung Inggris now can
be found in many internet sites. Information from course institutions, their programs
and fees offered and accompanying products such as boarding house, cafe, fitness
center and so on are easily accessed. In fact, those information about Kampung
Inggris is intensely gathered and published by tour and travel providers who operate
in Kampung Inggris. The implementation of the concept of one point service assumes
that the providers have exposed all information needed and help registration in
course institutions and also finding dormitory or boarding house. Most of these
course institutions have owned websites which can provide direct (online)
registration and showing real time data. Course institutions with good reputation in
Kampung Inggris limits the class opening and the amount of learning participants of
each class in order to maintain learning quality.
Although the millennial generation is the users of internet and social
media, many of them are disappointed because what they see and understand in
websites is different with the fact. Such as there are significant changes that makes
the quality of a course institution is not as good as told in testimony, the reliability of
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The Fifth National and the Third International Conferences 2018 337

testimony is very low. The most reliable information is from traditional word of
mouth communication where the message receivers know that the message senders
are those who once lived in Kampung Inggris.

Tourism Destination around Kampung Inggris and the Offerings of Tourism

Package
Although educational tourists’ main goals are attending education,
refreshing is a need that can be fulfilled during spare time. The uniqueness of
Kampung Inggris is that there is no learning break during national holidays. The
breaks is only weekend, Saturdays and Sundays. During weekends the majority of
course participants enjoy their time with various activities.
There are many tourism objects around Kampung Inggris that can be
reached by bicycles that can be rented from other course participants. Those
destinations consist of the ruins of old buildings, caves, springs that form natural
ponds (Sendang) and Hindu’s temples in Surowono and Tegowangi. These
destinations are almost certainly visited by all course participants in Kampung
Inggris. Besides, Kediri Waterpark, Bukit Daun Kediri, Air Terjun Dolo, Simpang
Lima Gumul are also several other main tourism destinations.
Apart from these destinations, there are also tourism destinations need to
visit by educational tourists in Kampung Inggris. They bare mount Bromo and Ijen
crater. Costs to reach them are relatively cheap and they offer the view that have been
widely known. Even though the distance is quite away, weekend break can be used
to travel to these places. This educational tourists travels to many tourism places is
very easy to realize because almost all travel and tour agents offer these tourism
package.

Conclusion and Future Research

Kampung Inggris is formed because so many course institutions provide
English learning in Pelem Village and Tulungrejo Village, Pare, Kediri, East Java.
Huge market potential has pushed the terminology of Kampung Inggris becomes the
Branding for a destination. The goals of the majority of Educational tourists visiting
Pare are to experience learning and to improve their English competence. The time
frame of courses that relatively long makes possible for educational tourists to use
their spare time for other activities such as visiting tourism destinations around
Kampung Inggris even the packages of several well-known tourism destinations are
available. The availability of various facilities either for learning, health or for
entertainment such as cafe make Kampung Inggris is increasingly interested as ”
English Educational Tourism Village Inggris”.
The development concept of English Educational Tourism Village of
”Kampung Inggris” is still very limited. This is due to the focus of development of
English Educational Tourism Village of ”Kampung Inggris” is limited to the
increasement of visits of educational tourists. Kampung Inggris has not yet
developed as mass and sustainable tourism. Therefore, further research is expected to
 จิตอาสากับการพัฒนาสังคมที่ยั่งยืน
338 (Volunteer Spirit with Sustainable Social Development)

find more tourism potential that can be developed in the principle of sustainable
tourism.

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Table 1: The development of Domestic Tourists’, Outbound Tourists’ and

Inbound Tourists’ in Indonesia (in thousands)
 จิตอาสากับการพัฒนาสังคมที่ยั่งยืน
340 (Volunteer Spirit with Sustainable Social Development)

Year Domestic Outbound Inbound

2006 184159 4967 4871
2007 200178 5158 5506
2008 184751 5486 6234
2009 188154 5053 6324
2010 191960 6235 7003
2011 198019 6750 7650
2012 193656 7454 8044
2013 197554 8025 8802
2014 208703 8074 9435
2015 209279 8176 10407
Sources: World Tourism Organization Database (2017).

Table 2: The Amount of Students of Junior (SMP) and Senior (SMA/SMK) High
Schools and Tertiary Institutions (College/University)
College/
Year SMP SMA/SMK
University
2008/2009 8992619 6952949 4281695
2009/2010 9255006 7261844 4337039
2010/2011 9346454 7842297 4787785
2011/2012 9425336 8215624 5616670
2012/2013 9653093 8462379 5822143
2013/2014 9715203 8491945 5839587
2014/2015 9930647 8443817 6118733
2015/2016 10040277 8647394 5153971
Sources: Republik Indonesia (2015; 2015; 2013, 2015; 2016)

Figure 1: Direct Contribution of Tourism to Indonesian GDP 2007 – 2017 and the
prediction for up to 2027
 การประชุมวิชาการระดับชาติ ครั้งที่ 5 และระดับนานาชาติ ครั้งที่ 3
The Fifth National and the Third International Conferences 2018 341

Source: World Travel & Tourism Council (2017)

Figure 2: Two Main Component of Educational Tourism

Sources: Abubakar et al., (2014) and Ritchie et al., (2003, p. 13)

Figure 3: Two Main Component of Educational Tourism

Source: Jovanović (1981, p. 6)

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