Identifying Potentials and Challenges Through Tourism Mapping: The Case of Turgo Merapi Tourist Village

Abstract

Purpose This study aims to explore the application of virtual organization (VO) concepts as a strategic solution to the organizational challenges of community-based tourism, with a particular focus on Turgo Merapi Tourist Village in Indonesia. The research seeks to map organizational needs and potentials while assessing how VO can enhance adaptability, integration, and sustainability in rural tourism management. Methodology A participatory ethnomethodological approach was employed, combining in-depth interviews, participant observation, and group discussions with key stakeholders, including organizational leaders, unit managers, and community members. Data were collected from two pilot trials of VO implementation: the first focused on identifying organizational needs, and the second involved practical application using a web-based platform.

Findings The results indicate that Turgo Merapi faces challenges related to fragmented stakeholder involvement, limited digital literacy, and generational gaps in human resource capacity. However, the adoption of VO principles enabled more integrated coordination across homestay, culinary, and tourism units, while also improving administrative efficiency, transparency, and promotional outreach. Although some participants struggled with technology adoption, the VO framework was perceived as beneficial for recordkeeping, collaborative decision-making, and long-term sustainability. Practical Implications The study provides actionable insights for policymakers, community leaders, and tourism entrepreneurs on how VO can be tailored to rural tourism contexts. Integrating digital platforms into organizational structures can improve efficiency, transparency, and collaboration, provided that capacity-building programs address digital literacy and generational gaps. Originality/Value This research contributes to the limited literature linking virtual organizations to tourism organizational dynamics. By focusing on Turgo Merapi Tourist Village, the study demonstrates how VO can serve as a practical and context-sensitive model to strengthen resilience and sustainability in community-based tourism.

Keywords: Virtual Organization; Tourism Organization; Turgo Merapi; Community-Based Tourism; Organizational Dynamics; Digital Transformation;