Indigenous identity – Global grasp: The Road Not Taken Tours

The Association of Southeast Asian Nations (ASEAN) countries benefit from the growing tourism market but there are also detrimental effects, including a large influx of tourists, the oversupply or duplication of tourism businesses, and the deterioration of local cultures. The latter, sustaining local cultural identity, is the issue herein addressed with a distinctive tourism tactic. The Road Not Taken Tours (RNTT) pilot project in Lombok, Indonesia, offers new opportunities for tourism destinations and a potential model for tourism innovations in ASEAN partner countries. RNTT provides face-to-face exchanges between locals with meagre means and relatively affluent foreign tourists for short visits with simple activities. The pursuit preserves cultural identities locally and creates understandings and friendships globally. These unique excursions provide meaningful experiences transcending economic and cultural differences. A real-life experience in all its richness could be the best story of an exotic vacation where authentic experiences are esteemed. It is a lesson learned and social responsibility shared. It is the sustaining joy found in simple friendships. World peace is made in such ways. Furthermore, local underprivileged communities develop as local status changes from those who serve to those who lead. Additionally, local communities preserve cultural identity and develop from sustainable economic opportunities. This endeavour, RNTT, contrasts with existing cultural and social tourism excursions exemplified by a multitude of sightseeing centres, schools and villages that provide tourists with opportunities to experience indigenous cultures. These established enterprises, common in emerging economies catering to foreign guests, are tidy, but the experiences are essentially voyeuristic exhibits. RNTT’s authentic approach offers new opportunities and solutions in tourism destinations, addressing the need to preserve local cultural identities together with long-term business strategies. The objective of this paper is to explain the driving force behind this idea developed in Lombok Indonesia, define the type of tour and elucidate the marketing issues. This paper will provide a brief literature review of sustainable social tourism, and describe the objectives, scope and marketing plan of RNTT.Keywords: cultural identity, sustainable development, social tourism marketing, Indonesi