The research highlights a growing phenomenon known as inbound internationalization, where small businesses become internationally connected without physically expanding abroad. Instead of business owners entering foreign markets, international visitors travel directly to local destinations and interact with community-based tourism businesses. In Gili Lampu, this process is reshaping how local homestay owners view tourism, technology, culture, and their own identities.
Located in Sambelia District, East Lombok Regency, Gili Lampu is known for its marine biodiversity and community-based tourism potential. The destination has increasingly attracted domestic and foreign travelers because of its snorkeling, diving, and coastal tourism experiences. However, despite its tourism potential, the area has long faced challenges related to limited promotion, digital literacy, tourism management skills, and infrastructure.
The study was conducted between December 2025 and February 2026 using a qualitative case study approach. The researchers interviewed eight homestay owners who had experience hosting international guests. Additional data came from participatory observation, digital platform documentation, guest reviews, and field notes collected over two months in Gili Lampu.
According to the findings, becoming “international” means far more than earning money for homestay owners in Gili Lampu. The researchers identified three major dimensions of meaning: economic value, social recognition, and cultural transformation.
Economically, foreign tourists provide more stable and profitable income opportunities. Several homestay owners explained that international guests are less likely to bargain over prices compared to domestic tourists. For many families, hosting foreign visitors has become an important survival strategy in a coastal economy with limited employment opportunities.
Socially, the ability to host foreign tourists has increased confidence and social status within the local community. Homestay owners reported feeling proud when neighbors recognized their ability to communicate with and serve international guests. In many cases, successful homestay operators became informal role models for other villagers interested in tourism businesses.
The cultural impact was equally significant. Interactions with tourists from Europe and other regions expanded local residents’ global knowledge. Homestay owners learned about foreign food preferences, languages, travel behavior, and international cultures. Some participants described how their “world became larger than Gili Lampu” after regularly interacting with international visitors.
Digital platforms emerged as one of the most influential factors in the internationalization process. Booking applications and online travel agencies allowed small homestays in remote island communities to appear alongside hotels and accommodations from around the world. For many participants, these platforms acted as “magic doors” connecting local businesses to international markets.
At the same time, the study found that digital dependence also created new forms of anxiety. Many homestay owners did not understand how platform algorithms worked. When bookings suddenly decreased or listings disappeared from the first page of search results, operators felt powerless because they could not identify the reason. The researchers described this condition as algorithmic opacity, a situation where digital systems shape business success without transparency.
Online review systems also had a strong influence on daily business practices. Guest comments about cleanliness, communication, hospitality, and food encouraged homestay owners to improve services continuously. Some participants began learning English through YouTube after receiving feedback from foreign guests about communication difficulties. Others adjusted room hygiene, cooking styles, and hospitality practices based on international reviews.
The research further revealed how local communities negotiate cultural values while serving international visitors. Homestay owners adapted food portions, spice levels, room privacy, and guest experiences to match global tourism expectations while still preserving Sasak cultural traditions.
For example, traditional dishes such as Ayam Taliwang continued to be served to guests, but with milder spice levels and Western dining utensils. Meanwhile, family members maintained traditional eating practices in private spaces. Researchers described this as a balance between “front stage” hospitality for tourists and “back stage” preservation of local identity.
Cultural tensions also emerged in several situations. Differences related to privacy, dress styles, and religious values occasionally created discomfort within the local Muslim community. Some homestay owners struggled to balance hospitality with cultural boundaries when foreign guests behaved in ways considered inappropriate by local norms. However, these situations also encouraged dialogue and collective reflection among community members about how tourism should be managed responsibly.
One of the most important findings of the study involves personal transformation among homestay owners. Many participants who previously identified themselves as ordinary fishermen or housewives began to see themselves as “international hosts” and cultural ambassadors for their village and even for Indonesia.
The study documents significant changes in self-confidence, knowledge, aspirations, and cultural awareness. Homestay operators became more willing to communicate with foreigners, more aware of global geography and cultures, and more motivated to invest in their children’s education. Some families even encouraged their children to study English so they could participate in tourism-related careers in the future.
Yuyun Kristianingsih and the research team from Universitas Negeri Malang argue that internationalization in community-based tourism is not simply an economic process. It is also a social and cultural transformation that changes how local communities understand themselves and their place in the world.
The researchers recommend improving digital literacy and algorithmic understanding among tourism MSMEs to reduce dependence on online platforms. They also encourage local governments to strengthen homestay associations, provide cross-cultural communication training, and develop ethical tourism guidelines that respect local cultural values while welcoming international visitors.
Author Profile
Yuyun Kristianingsih is a researcher and postgraduate student at Universitas Negeri Malang specializing in SME internationalization, digital tourism, and community-based tourism development. The study was conducted together with Sudarmiatin and Heri Pratikto from Universitas Negeri Malang, whose academic expertise focuses on business management, entrepreneurship, and MSME development.
Source
Kristianingsih, Y., Sudarmiatin, & Pratikto, H. (2026). Becoming International without Leaving the Island: Inbound Internationalization of Homestay SMEs in Gili Lampu, Nusa Tenggara Barat. Asian Journal of Applied Business and Management (AJABM), Vol. 5 No. 2, pp. 427–446. DOI: https://doi.org/10.55927/ajabm.v5i2.39, URL: https://journalajabm.my.id/index.php/ajabm
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