Foreign Cultural Literacy as a Strategy to Increase the Competitiveness of Tourist Villages

Abstract

This study aims to identify the role of foreign cultural literacy as a strategy to strengthen the competitiveness of tourist villages. This study uses a qualitative case study approach, collecting data through in-depth interviews with managers and stakeholders, observation, and documentation. The research involved 20 participants, comprising tourism village managers, traditional leaders, tour guides, and representatives from the local Tourism Office. Data analysis employed a thematic analysis model (inductive-deductive coding) to explore foreign cultural literacy practices. The study concludes that foreign cultural literacy is a key strategy for enhancing the competitiveness of tourist villages through strengthening service quality, cross-cultural adaptation, and expanding international market appeal. The study's findings recommend that stakeholders implement foreign language training programs, promote sustainable foreign cultural literacy, establish community participation mechanisms, and integrate foreign cultural literacy into destination marketing strategies.