Pusaka : Journal of Tourism, Hospitality, Travel and Business Event
Vol. 8 No. 1 (2026): February-July

From Catalyst to Disruptors: The Delegitimization of Tukang Ojeg as Intermediaries in Homestay Development in Borobudur Village

Suci Iriani Sinuraya (Universitas Tidar)
Natta Sanjaya (Universitas Tidar)
Wuri Handayani (Yogyakarta State University)



Article Info

Publish Date
28 Jun 2026

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.

Copyrights © 2026






Journal Info

Abbrev

pusaka

Publisher

Subject

Humanities Decision Sciences, Operations Research & Management Environmental Science Languange, Linguistic, Communication & Media Other

Description

Pusaka: Journal of Tourism, Hospitality, Travel and Business Event. ISSN: 2656-1336 (Print) | ISSN: 2656-1301 (Online) is an international open access and peer-reviewed journal, published by Politeknik Pariwisata Makassar, Indonesia. It is published two times a year in February-July and ...