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All Journal Pusaka : Journal of Tourism, Hospitality, Travel and Business Event
Wuri Handayani
Yogyakarta State University
Humanities Decision Sciences, Operations Research & Management Environmental Science Languange, Linguistic, Communication & Media Other

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From Catalyst to Disruptors: The Delegitimization of Tukang Ojeg as Intermediaries in Homestay Development in Borobudur Village Suci Iriani Sinuraya; Natta Sanjaya; Wuri Handayani
Pusaka : Journal of Tourism, Hospitality, Travel and Business Event Vol. 8 No. 1 (2026): February-July
Publisher : Politeknik Pariwisata Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33649/pusaka.v6i2.1463

Abstract

Community-based tourism (CBT) literature recognizes informal transport operators as important market facilitators, yet less is known about how digital transformation changes their legitimacy within community-owned accommodation systems. This study examines the changing role of Tukang Ojeg (local motorcycle-taxi drivers) as informal intermediaries in homestay marketing in Borobudur Village, Indonesia. Using a qualitative case study, data were obtained through observations, focus group discussions, and in-depth interviews with village, homestay, and transport stakeholders. The findings show a shift from a previously valued facilitation role toward a contested intermediary position. As homestay owners gain access to social media, online travel agents (OTAs), and other digital channels, dependence on Tukang Ojeg becomes differentiated by digital capability, room capacity, and business networks. At the same time, competition among drivers and the absence of standardized intermediary arrangements contribute to disputes over commissions and room-price authority. Reported intermediary fees range from approximately 10% to 30% in particular transactions. Theoretically, the study extends Intermediary Theory by conceptualizing delegitimization as a relational and context-dependent process in which digitalization redistributes information access, bargaining power, and market control. Practically, it recommends transparent commission rules, owner-controlled pricing, inclusive digital-literacy support, and institutional integration of Tukang Ojeg into destination governance.
Co-Authors Natta Sanjaya Suci Iriani Sinuraya