Abstrak Kabupaten Malang merupakan salah satu kabupaten di Indonesia yang sangat fokus terhadap pengembangan sektor wisata melalui konsep desa wsiata. Beberapa desa wisata tersebut telah cukup dikenal baik secara nasional maupun internasional. Namun demikian, masih terdapat desa-desa wisata lainnya yang belum banyak dikunjungi wistawan yang disebabkan oleh kurangnya promosi yang dilakukan oleh Sumber Daya Manusia (SDM) pengelola desa wisata setempat. Keterbatasan kompetensi SDM menjadi salah satu penyebab minimnya usaha promosi yang dilakukan. Di sisi lain, perkembangan teknologi menuju era digital seharusnya semakin memudahkan upaya pemasaran atau promosi wisata karena kemudahan akses dan jangkauan yang luas melalui media online digital (e-marketing). Berdasarkan kondisi tersebut, penelitian ini bertujuan untuk mengidentifikasi kendala yang dihadapi oleh SDM desa wisata di Kabupaten Malang dalam upaya promosi atau pemasaran khususnya dengan menggunakan e-marketing. Penelitian ini dilakukan dengan pendekatan deskripstif kualitatif untuk memaparkan keadaan SDM dan promosi di desa-desa wisata Kabupaten Malang secara faktual. Data dianalisis secara langsung dengan langkah reduction, data serving, dan verification. Penelitian ini menyimpulkan bahwa SDM desa wisata Kabupaten Malang memiliki kendala dalam melalukan kegiatan promosi atau pemasaran secara e-marketing. Berlandaskan kesimpulan tersebut, penelitian ini berimplikasi praktis bagi Disparbud Kabupaten Malang khususnya, sebagai salah satu acuan penyusunan langkah-langkah penguatan SDM dalam e-marketing agar upaya promosi melalui media online digital dapat dimaksimalkan. Dengan demikian, diharapkan kunjungan wisata akan meningkat sebagai dampak dari meningkatnya kompetensi SDM dalam melakukan upaya promosi atau pemasaran online. AbstractMalang Regency is one of the districts in Indonesia which is very focused on developing the tourism sector through the concept of a wsiata village. Some of these tourist villages are well known both nationally and internationally. However, there are still other tourist villages that have not been visited by many tourists due to the lack of promotion carried out by the local tourism village management human resources. Limited competency of Human Resources (HR) is one of the causes of the lack of promotional efforts undertaken. On the other hand, technological developments towards the digital era should make tourism marketing or promotion efforts easier because of the ease of access and wide reach through digital online media (e-marketing). Based on these conditions, this study aims to identify the obstacles faced by human resources in tourism villages in Malang Regency in promotion or marketing efforts, especially by using e-marketing. This research was conducted with a qualitative descriptive approach to explain the condition of human resources and promotion in tourist villages in Malang Regency factually. Data were analyzed directly with reduction, data serving, and verification steps. This study concludes that the human resources of the tourist village of Malang Regency have obstacles in carrying out promotional or marketing activities by e-marketing. Based on these conclusions, this research has practical implications for Disparbud Malang Regency in particular, as a reference for preparing steps to strengthen human resources in e-marketing so that promotional efforts through digital online media can be maximized. Thus, it is hoped that tourist visits will increase as a result of the increased competence of human resources in conducting online promotion or marketing efforts.

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Ethnoscience is a paradigm emerged in anthropology in mid-1950s, as a further result of the attempts made by some American anthropologists to redefine the concept of culture that will be in line with the new model they adopt for their study and description of culture that is descriptive phonology. For ethnoscientists culture is not a material or behavioural phenomenon. It is an ideational phenomenon. In Goode-nough’s word, “culture is not a material phenomenon; it does not consist of things, people, behavior or emotions. It is rather the organization of these things. It is the forms of things that people have in mind, their models for perceiving, relating and otherwise interpreting them as such..” (1964: 36). Culture is thus a system of knowledge. The culture of a people is their ethnoscience (ethnos = people; scientia = knowledge). Since culture is a very broad category, no anthropologist can do research on a peo-ple’s culture as a whole. He can only investigate and describe some parts of it. Thus, Harold Conklin (1954) focussed his research among the Hanunoo in the Phillippines on their knowledge about their environment, or their ethnoecology. Even then, ethnoecology is still a very broad category, for it encompasses flora, fauna and other material inanimate objects. Later ethnoscience researchers pay their attention to smaller parts of the phenomena. Several branches of study then sprouted from ethnoecology, focussing on some elements the environment, such as ethnozoology, ethnobotany, ethnoastronomy, ethnopedology, etc. From ethnozoology, new branches of study -narrower in scopeappeared, such as ethnoornithology, etnoichtyology, ethnoherpetology. These bran-ches show how the attentions of the researchers go deeper and deeper to the tiny details of the environment, of the nature, and how the people view, give meaning and relate themselves to them. These studies show that ethnoscience has helped humans to gain better understandings of and their relations to the nature. It is in this sense that ethnoscience has become a bridge to go “back to nature”.

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