BLEBERAN TOURIST VILLAGE OF GUNUNG KIDUL: COMPONENT ANALYSIS OF ITS ATTRACTION, PRODUCT, MANAGEMENT AND MARKETING

The need to live naturally with the principal of ‘going back to nature’ has resulted in development of new tourist attraction: the tourist village. Village potentials such as varied natural attractions, friendly local people, unspoiled natural setting and fresh air are among attractions for the tourists. This research is aimed primarily at revealing tourist attraction elements of the products, the management, the product itself and its marketing in Bleberan Tourist Village of Playen, Gunung Kidul Regency, Yogyakarta Special Region. The primary data cover all activities from its launching in 2009 to the end of 2015, in which its development could be seen clearly. The theoretical approach applied in this research is tourist attraction component theory on the product, its management and marketing.


Among other four regencies in Yogyakarta Special Region, Gunung Kidul
Regency is experiencing notable increase in tourist visits (Keadulatan Rakyat, January 14, 2015:3). This is in part from the visits to Bleberan tourist village.
Below is the table summarizing the increase of tourist visits to Gunung Kidul:

Number of Visits and Direct Income from Retribution in Gunung Kidul
Regency 2010  b. How is the management of its tourism products?
c. How is its marketing?

Literature Review
In accordance with the research questions, namely on the products and their management, the theory that would be applied also corresponds to them.
They are: types of tourism, tourist village, types of tourism products, and tourism product management.
Types of tourism can be categorized based on its attractions. Based on this view, there are three types of tourism: nature based tourism, cultural tourism, and special interest tourism (cf. Pendit, 1994:71-73). Nature-based tourism is a type of tourism with nature as its main attraction, while cultural tourism is a type of tourism with culture as its main attractions. Special interest tourism, like those of Journal of Business on Hospitality and Tourism nature and culture tourism, is type of tourism based its attraction on special interests of the visitors or tourist (cf. Weiler & Hall, 1992:5).
Meanwhile, a tourist village is an integral form of attractions, accommodation and supporting facilities presented in a community living structure that are bound together with their customs and traditions (Nuryanti 1993:2-3 in Santosa et al., 2011:57). This type of tourism is an integration of all village resources as attractions combined with supporting facilities. Meanwhile, Pitana (1999) 2 explains that a tourist village a rural area with its pristine atmosphere and environment including: structure, landscape, architecture and social pattern shaping the lives of the community that are provided in order to fulfill the need of the visitors.
Tourism product is everything including goods, services, attractions or other supporting facilities offered or sold to tourists or market to get their attention (something to see), to be owned used or consumed (something to buy) that can satisfy the need of the tourists (Mak, 2004:8 cf. Ngafenan, 1991Kotler et al., 2002:14). Product line is goods or services offered by companies (including tourist village), whether it is single or varied products (Kodhyat & Ramaini, 1992:90).
Tourism attraction is everything which has uniqueness, beauty and values in forms of cultural diversity and human creativity as the object of travel (Act No. 10/2000 on Tourism Chapter 1 article 5). Attraction component is each of tourism attraction element inherent in its uniqueness, beuty and values on a tourism product being used as an object for travel (Marsono, 2011:8).
Management is an analysis of planning, organizing and implementing raw materials to be a final product to be sold in order to achieve organization's goals (cf. Kotler et al., 2002:12;Marsono & Wirjono, 2015:13). Tourism village in this case is such organization.

Component Analysis
The product of Bleberan tourist village covers both natural and cultural attractions. Both of them can be divided into two: primary and secondary Journal of Business on Hospitality and Tourism

c. Number of Visits
The aforementioned marketing and management efforts resulted in the increase of visits to Bleberan tourist village significantly since the launching in 2010. These numbers of visits from 2010 -2015 significantly contributed to the village revenues as described in the followings 5 : c) has increased village revenues due to the development of tourism, and therefore has also contributed to the people's welfare.