TOURISM DEVELOPMENT for TAMAN WISATA CANDI BOROBUDUR (TWCB) Komang Ratih Tunjungsari

TOURISM DEVELOPMENT FOR TAMAN WISATA CANDI BOROBUDUR (TWCB) Komang Ratih Tunjungsari

Sekolah Tinggi Pariwisata Bali Internasional

Diterima 07 Januari 2020 / Disetujui 16 Februari 2020

ABSTRACT

As one of the iconic Buddhist temple and touristic site in Central of Java, Indonesia, Borobudur has developed its status into UNESCO World Heritage since 1991. This means the project for Borobudur’s development become in continuity with the number of tourists visit each day. In one side, the development should not harm the site otherwise, it should be conserved the site and rethinking about carrying capacity of the tourists. The main concept of this paper used for development of Borobodur is as visitor attraction management, four realms of visitor experience that should be counted when developing a visitor attraction, namely entertainment, education, aesthetic and escapism. Literature review mostly used for the methodology of this paper and also explorative description from some sources. The author will develop the temple compounds of Borobudur and the image of the temple compounds will be seen as historical, religious and cultural values that can be enjoyed as the quality tourism toward the international visitors. The objectives of developing the temple compounds’ are not only to pursue the number of the visitors but also to expand the value of sustainable cultural to enhance the visitors’ experience. From the concepts, development should be delivered in the way of marketing, in dealing with the competitors, bringing the sustainable concept toward visitor’s experience and working with the ethics of UNESCO.

Keywords : development, stakeholders, visitors attraction management

*Korespondensi Penulis: E-mail: [email protected]

INTRODUCTION ‘manager’ that should be responsible for the Research Background specific tasks. Borobudur is one of the greatest Hindu- Buddhist temple located in the central of Identification Research Problem Java island, Indonesia. The temple was built As stated in Brockwell, O’Connor and from the 8th centuries within total covering Byrne (2013), the JICA’s zoning system 2520m2 areas. It was built in Syailendra provided the first zone is assigned by the dynasty and the style of it is influenced by conservation office, who have to maintain the Indian Gupta and post-Gupta art. the temple compounds from the damage of Nowadays, the temple compounds was the physic building and the second zone, is under the protection of UNESCO as a world managed by the management of the heritage site since 1991. The first Borobudur, PT. Taman Wisata Candi development of the Borobudur temple Borobudur (PT. TWCB). While the third, compounds after the it was first found in fourth and five zones developed by the local colonialism era, was the development by the government. As the multi-management Japan International Cooperation Agency system, Taman Wisata Candi Borobudur (JICA) in 1979. As cited in Hampton (2005), should generate innovation to some small the development of temple compounds development in the way of managing the divided into five zones. By the government temple compounds. Under the supervision of of Indonesia, each zones have it owns UNESCO, the management of Borobudur

FR-UBM-9.1.1.9/V0.R4 Versi Online: Jurnal Hopitality dan Pariwisata https://journal.ubm.ac.id/index.php/hospitality-pariwisata Vol.6 (No. 1 ) : no. 1 - no 55. Th. 2020 DOI : http://dx.doi.org/10.30813/.v6i1.2025 ISSN: 2442- 5222 Hasil Penelitian e-ISSN : 2655-8165 ______should obey the regulations of the World site. Due to the previous research by Heritage Site due to the standard established Boccardi Brooks and Gurung (2006), that by UNESCO. The future development of the the temple compounds could attract about 2 temple compounds have to comprehend the millions per year, that could be divided into value of the ethics set by UNESCO, while foreign visitors within 166,000 and domestic expanding the other potential values of visitors 2,2 million in the year 2011. Borobudur. The stakeholders that will be responsible to the whole of the management in Taman The Relationship of the Stakeholders Wisata Candi Borobudur (TCWB) will be Describing Taman Wisata Candi Borobudur the management of Perseroan Terbatas (PT) (TWCB) in brief would not represent the TCWB. It means, the PT. TCWB will be the temple compounds enough with the story limited body of the management of the behind the giant strong structure from the temple compounds that organize about how volcanic stones. Taking it ways back to 8th the maintenance done by the maintenance centuries, when Syailendtra dynasty ruled management, and the how the marketing the region. It is believed that the temple was management creating the image branding of built between AD 780 and 840 as stated in TCWB. It is formed as a limited liability the Borobudur History site. The building organization because it should be was abandoned for centuries and buried responsible down under the ministry of beneath layers of volcanic ash from Mount culture and education, ministry of Merapi that only local people knew its archeological site and UNESCO. existence. Then Sir Thomas Stamford UNESCO already engaged into temple Rafles, British ruler of Java, was appointed compounds as fundraiser and full supporter to investigate a hill that was the temple since 1968 when the temple compounds was compounds. Until 1835 the entire temple in restoration until 1983. UNESCO will was cleared and get the attention of the supervise the management of the capacity world in 1980s through the influence of building, monitoring and controlling the UNESCO as nowadays shown by the Figure physic of the temple compounds and 1. reporting the management and getting some resources to maintain the temple compounds. Here is Figure 2 to describe the relationship between the stakeholders of the PT. TCWB. It is clear that management of Borobudur is handled by PT. TCWB who will be reported the liability to the several ministries who maintains several aspects of the temple compounds for example, the physical sites (ministries of the public works) and the infrastructure toward going Figure 1. Borobudur Temple to the destination. While ministry of culture Compounds and education as Borobudur assigned in the Source adapted from: [online]. Last historical studies for the students in junior accessed 20 March 2015 at: high school and also the temple compounds http://www.bugbog.com/gallery/galleryindo as archeological sites. Borobudur nesia/indonesia_pictures_6.html Conservati on Ministry of Jogja Heritage Public Tourism Despite of create a new visitor attraction, the Office Works Board author would redevelop the existence of the Ministry of Manageme Culture nt of and temple compounds of Borobudur to help it Marketing will grow as a visitor attraction toward the Education Managemen Manageme t of world but the values of historical, religious UNESCO nt of Borobudur Finance and cultural keep engage with the temple (PT. TCWB)

Figure 2. Relationship of the (1987). Reasoning to the concept of Stakeholders sustainability in a way of economical term, the government and the management of the Borobudur Conservation Heritage Site will TCWB could empower local communities, be the body that organize and manage the such as to develop some small-scale empowerment programs for local business such as through small shops, community and the youth to raise the roadside stalls, jewelry shop, and souvenir awareness of the existence of temple to shops. Also suggested by Hampton (2005) preserve the area. In addition, the Jogja that through stimulating the small scale Tourism Board (JTB) will be the window of tourism development, then the cake of the tourism site to be informed and economy in developing the temple marketed. While the management of compounds for the local community could marketing will do several marketing plan be established. and budgeting in marketing in order to target Augment the international tourist market the potential market of the international will need to enhance the experience of the tourist. Furthermore, the management of tourists within some values of quality in financial will gain the support of the fund several aspects according to Page (2003). raising, the income resources or the The aspects are the quality of staff maintenance budget for the temple experience, the quality of customer compounds and budget for the local experience and the quality of set business community development. practice which mixing the marketing strategy, knowledge and innovation. The Objectives of the Development In the project of re-developing the RESEARCH OF RESULT Borobudur Temple Compounds, the author Pathways of Development of Visitor’s will using the fourth category of Attraction development according to Swarbrooke Taman Wisata Candi Borobudur (TCWB) is (2002) in Adedamola D (2013), to increase clearly defined the imagescape of Wanhill the satisfaction of the visitor’s amenities and (2003), as a cultural heritage site that if we boosting secondary spending. Thus, the applied the concept of developing new objectives of the project not only pursuing product for tourist destination. As the main the number of the visitors, but it would be attraction for the TCWB is the temple focus in the term of quality as one aspect of compounds which is rich with the historical, the visitor’s satisfaction. Another concept religious and cultural values. In other words, that is taken in Pine and Gilmore (1999), the pathways of development’s concept there are four realms of visitor experience according to Wanhill (2008) of the that should be counted when developing a Borobudur Temple compounds will be: visitor attraction, namely entertainment, Imagescape (concept), then develop the education, aesthetic and escapism. Through location and define the target market. the pathways that has been created, the realm Creating the imagescape, as it is very that should be most engaged toward the popular as the domestic’s tourist destination temple compounds is education. when the school holiday is coming, and the In addition, using sustainable concept into students will be fascinated with the scenic the development of the temple compounds view of the architecture and trying to remind also suggested as Throsby (2003) as cited in their studies in history. The imagescape of Kausar, believed that the sustainable Borobudur has been based by its historical development specifically in the management and cultural sites because based on the of cultural resources and natural resources author’s observation, the history about should guarantee the next generation could Borobudur related into the history of the enjoy the same resource as we can enjoy our Indonesian Palace in the 8th centuries. Due to needs nowadays according to the Brundtland creating the imagescape of the cultural and

FR-UBM-9.1.1.9/V0.R4 Versi Online: Jurnal Hopitality dan Pariwisata https://journal.ubm.ac.id/index.php/hospitality-pariwisata Vol.6 (No. 1 ) : no. 1 - no 55. Th. 2020 DOI : http://dx.doi.org/10.30813/.v6i1.2025 ISSN: 2442- 5222 Hasil Penelitian e-ISSN : 2655-8165 ______historical site, the management of TCWB the economy of the local people and also will show some traditional performances conserve the traditional culture. that is held in the area of the temple The show performance will be held in once compounds. As it is cited in Lopes (2011), to a day before the time for lunch. The show strengthen the image of the destination performance can take about the story of the should be established by the demographic Borobudur’s history, such as the Syailendra variables. It means, the local community dynasty history. Hereafter, the local people who live surrounding the temple compounds also learn about the history and spread the will be developed also. local culture. Special tours with the local While for location, the temple compounds people will be held surround the temple located in the central of Java and it takes compounds and because it is a whole about 1 hour from Jogjakarta City, which it package, the tourists will be brought into has the international airport. There already some local communities area to get close for public transportation to go to the temple the daily life of the local. The local compounds. However, the government community will be trained as the local guide should give some innovation to go with and to bring some fun activities for the some public transportation shuttle that is group. The village surrounding the more comfortable than nowadays. Borobudur also have been trained as a Regarding the reason above, the location village tourism then it can attract the tourist would not be a problem. To target the who want to learn become a local people. market, should be the domestic tourist in Beside, approaching the technology as one Java for students and family trip. Toward of the methodology to give the quality some international market, we have to service to the visitors could be another new develop a small bus shuttle that connect the product for the visitors. It also confirmed by cultural and heritage site easily and enhance Neuhofer (2013) as cited in Atembe and the service in the site through the Akbar (2014), that the key trend indicates technology. that technology co-creates and enhance Product tourist’s experiences. Furthermore, the According to the concept about cultural mobile devices technology will create a heritage tourism, it is said by Endresen whole range new tourists’ experience. So the (1999), the definition of the cultural heritage product should be included with use of the will concern the experience of the cultural mobile application that will be fit toward the environments including visual performing current situation where technology could arts, values, traditions and special lifestyles. enhance the quality of life. By downloading Moreover, the cultural heritage tourism the application of the temple compounds, the involves the intangible aspect of the sites, visitor can easily get the map, get the such as societal structures, values and schedule of the performance and plan the trip religions. The products that will be well organized. promoted to the visitors are related to the Potential Visitors concept of the sustainable development for In recent studies by Gaffar, Wetprasit, the community and the objectives of the Setiyorini (2011) stated that about 50 temple compounds. There are several percentages of tourist who come to cultural packages of the cultural tourism that can be heritage in Indonesia is youngster and their chosen toward the potential tourists such as; the age is under 25 years old, that they do an the cultural performance show from the local independent travel and have visited the site communities and special tours with the local. more than once. International tourists, who As the community should be empowered interested in heritage site in Asia, would be about having their own tourism product, we the type of serious visitors who seek the can teach them how to perform a dance. So experience with the local people and the that, there the show will perform regularly local culture. For the cultural performance and the income will be brought to develop show, it can be attract the Asian Tourists that

FR-UBM-9.1.1.9/V0.R4 Versi Online: Jurnal Hopitality dan Pariwisata https://journal.ubm.ac.id/index.php/hospitality-pariwisata Vol.6 (No. 1 ) : no. 1 - no 55. Th. 2020 DOI : http://dx.doi.org/10.30813/.v6i1.2025 ISSN: 2442- 5222 Hasil Penelitian e-ISSN : 2655-8165 ______come to the temple compounds in-group and Tourism Board (JTB) can be applied in order surrounding the temple compound’s area. to find the clients and as a information Whereas, the special tours with the local can channel. fascinate the tourists in productive ages who Income Sources likely to explore and studying the As stated in Leask and Fyall, Alan, (2011), intangible’s factor. in order to maximize the revenue from the Market the Site protected site such world heritage site based The way to market the heritage site by set the on the quality-rice ratio for the service values of quality experience for the two received, elasticity demand and willingness types of visitors according to Page (2003) to pay and political considerations. In the and consist of three elements. There are the Borobudur case study, the domestic quality of staff experience, the quality of populations contribute low price and the customer experience and the quality of set regional populations even lower. The business practicess which mixing the entrance fee for foreign visitors doubled than marketing strategy, knowledge and the domestic one because reasoning of the innovation. According to Fyan et. al (2008), affordability of the domestic tourist to pay it is consider to use marketing mix strategy and the political considerations–Gross and adding the conventional strategy Domestic Product (GDP) of countries. The (product, place, promotion, and price) with other income source will be car parks, another P’s for instance, people, partnership renting venue, traditional shows or run and programming. The marketing mix also commercial operations while generating offers marketing strategy for planning the financial benefits for the site. First we destination and venues that will be consist of assume that the number of visitors expected product, place, price, promotion for the most per year: 2.5 million visitors within 300,000 common 4 P’s for the marketing planners as international visitors that we assumed they written in Davidson & Rogers (2006). Burke are all adults and 2.200.000 domestic & Resnick (2000) as cited in Davidson & visitors. While the 2.200.000 visitors will be Rogers (2006) believed that adding another divided until 50% that they are adult and the elements such as physical environment, other are children. Management of TCWB purchasing process, packaging and also expects the sponsors and funders from participation to explain the process of other countries or organization that are marketing services. related to conservation project of the temple Concluding the strategy mix that should compounds. Here is the breakdown of the adding some innovation, the marketing of plan of income source for the TCWB: the site will be developed through Price tickets: $25 for adults and child $15 Information, Communication and Technology (ICT). According to Valčić and Foreign Visitors : 300,000 visitors Domšić (2011), another advantages of Adult : 300,000 x $25 = $750,000 supporting the temple compounds through Price tickets for domestic visitors adult: ICT that ICT will enables the temple IDR40.000 ($4), for child IDR 25.000 ($2) compounds to expand their activities in the Domestic Visitors : 2.200.000 visitors per marketing and operational sense. Through year the website, and social media that nowadays 1.100.000 adult x $4 = $. 4,400,000 effectively encourage the customers to 1.100.000 children x $2 = $ 2,200,000 interact with the management. It is believed Cultural Performance Show will be by Williams and Chinn (2010), that social adding some $10 for foreigner tourists and media as a tools, platforms and applications IDR 30.000 ($3) for the domestic visitors that create the bond-relationship between within expected number of tourists per year: visitors and management, even collaborate 50.000 (40.000 domestic and 10.000 with others. Collaboration between the foreign). The calculation will be: management of TWCB with the Jogja 40.000 domestic x $3 = $120.000

10.000 foreign x $10 = $ 100.000 location of Taman Wisata Candi Borobudur Special tour with locals will be adding surrounded by two actives volcanic some $15 for foreigner tourists and IDR mountains. When one of the volcanic 40.000 ($4) for the domestic tourists, mountains erupted in 2010, the Mount including meals. Within the expected Merapi, the ashes cover the structure of the number of tourists per year: 20.000 (10.000 building that forced the management to domestic visitors and 10.000 foreign closed down the temple compounds and visitors). The calculation for foreign cleaned the ashes. visitors will be 10.000 x $15 = $150.000 Competitors for domestic visitors will be 10.000 x $4 = Swarbrooke (2002) believes that to find the $40.000 competitors for attraction by identifying the Souvenirs shops: $300.000 per year other attractions that offer similar product Renting Venue: $500.000 per year and similar market. Reasoning to the Parking the car: $10.000 per year geographical analysis and the term of the Donation and sponsors: $ 2.000.000 per year world heritage, one potential competitor of Total income source: $10,570,000 Borobudur in Southeast Asia region is Budget for maintenance: (minus) Angkor Wat in Cambodia within the number $ 2,000,000 per year of visitors in 2010 2,500,000 (400,000 Budget for marketing: (minus) $ 500,000 per domestic tourists and 2,100,000 foreign year tourists) within total income Budget for development: (minus) US$ 436,000,000 per year as recent study $ 2,000,000 per year from Economic impact on global heritage Budget for operational fee: (minus) tourism revenues (2010) The image of $400,000 per year Angkor Wat as a national symbol in Total for operational fee: $4,900,000 Cambodia during 11th and 14th centuries as GRAND TOTAL INCOME: $ 5,670,000 the center of Ancient Khmer. While the Limitations and Challenges historical timeline of Borobudur has started Geography before the Angkor Wat was built, that it was Borobudur has a very strong imagescape of from 8th until 9th centuries, then the statue cultural heritage site, however, it still have was built and flourishing until 14th centuries. some internal problems that need to be We can conclude that Angkor Wat still the solved due to some limitations of managing biggest competitor toward Borobudur as it the temple compounds. Such as, the problem gained tourist more than the other sites that inside the PT. TCWB and the physical are stated above. problems inside the temple compounds. The There are three types of conflict in challenge of the Borobudur to be well developing sustainable management of preserved and well conserved in the term of World Heritage. Firstly, the conflict of the physical building. The structure of the economic benefit and the protection, which building is threatened within the season, as is a demand-driven scheme when Borobudur we had two seasons in Indonesia, rainy needs to increase the number of visitors in season and dry season. So when we had the one side but the management of the site have rainy season, then it comes into water to struggle keeping the site in well- seeping through into the inner mound that it conditioned. Secondly, the conflict between cannot flow away naturally into the soil and social benefit and the protection that also evaporate through the joints. Another happened in Borobudur compounds when natural’s cause of damage that possibly the local communities live near the site and happened in Borobudur is the earthquake want to make profit in the site area, contrary that is very possible to danger the structure to the need to conserve the site. Thirdly, the of the building as cited in Groslier (1968). social and economic conflict that involving The phenomenon should be taken as a the local communities and the managers of consideration in purpose of considering the

FR-UBM-9.1.1.9/V0.R4 Versi Online: Jurnal Hopitality dan Pariwisata https://journal.ubm.ac.id/index.php/hospitality-pariwisata Vol.6 (No. 1 ) : no. 1 - no 55. Th. 2020 DOI : http://dx.doi.org/10.30813/.v6i1.2025 ISSN: 2442- 5222 Hasil Penelitian e-ISSN : 2655-8165 ______the site that is likely happened for the PT. can be enjoyed as the quality tourism toward TWCBP. Zhang et al. (2015) the international visitors. The objectives of Ethics developing the temple compounds’ are not As Borobudur has already on the list of only to pursue the number of the visitors but World Heritage Sites by UNESCO, there are also to expand the value of sustainable some criteria that need to be fulfilled in aim cultural to enhance the visitors’ experience. of the several inscriptions to evaluate the The stakeholders that mainly involve in the management system of the sites. As cited by development is the management of the Leask (2011), the inscription system purpose Taman Wisata Candi Borobudur (TWCB) is to encourage the conservation of the that will divided the management into temple compounds within the designated several management such as management of sites and surrounding buffer zones. Besides, marketing and finance and the Borobudur it also stimulates the international Conservation Heritage Office that is cooperation as a global responsibility to assigned to develop the local community. It support the maintenance of the temple will be also connected with the Jogja compounds. Tourism Board while under controlled by It is said the UNESCO in the report of Arthur several ministries, such as ministry of (2002) has its World Heritage to set the culture and education and ministry of public carrying capacity that will be measured in works. While UNESCO contribute to the term of number of maximum visitors in control and monitor the site development. order to safeguarding the temple compounds The concept of developing the temple and minimize the side effects of the tourism. compounds will apply the sustainable Besides the carrying capacity, nowadays the development so that it could affect the methodology is known as Limits of welfare of the local community. Acceptable Change (LAC) that set the Moreover, the objectives of the imagescape standards and monitoring indicators based of the temple compounds should be an on management and stakeholders concern. educational site for the students and foreign The examples of the standards of monitoring visitors about the past history. The pathways indicators such as: abrasion of monuments, to develop the temple compounds will be: increase in the number of crime reports, Imagescape (concept), location and define complaints from the community members the target market. Furthermore, technology on deteriorating community values as it is could be one of the solutions to enhance the written in Pedersen (2002). service and the marketing tools through Toward the ethics, we can not limit about the social media. number of the visitors toward their time of Several products that engaged with the visit, but we can limit from the schedule of sustainable concept and also to increase the the time when it comes to holiday season for income source such as traditional shows, the students that can reach about 40,000 special local tours, car parks, renting venue, visitors per day in special Islamic as it is traditional shows, sponsors and donations, written in Kompas (2014). Due to the time souvenirs shops. While the target market limitation, we can threshold from the will be the visitors who seek the experience opening hours of the temple compounds and with the local people and the local the management should set the best time to culture.The way to market the product will visit the temple compounds in the website be innovated through Information, and social media, thus the visitors will feel Communication and Technology (ICT). more comfortable. The limitation and challenges will be CONCLUSION divided into three such as geography, The author will develop the temple competitors and ethics. Geography because compounds of Borobudur and the image of the temple compounds surrounded by the the temple compounds will be seen as volcano peaks. The competitors such as historical, religious and cultural values that Angkor Wat in Cambodia that is more

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