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BOROBUDUR TEMPLE WORLD HERITAGE SITE AUDIT Anggi Marisa Lubis

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BOROBUDUR TEMPLE WORLD HERITAGE SITE AUDIT Anggi Marisa Lubis BOROBUDUR TEMPLE WORLD HERITAGE SITE AUDIT Anggi Marisa Lubis Anggi Marisa Lubis, M.ISTM. candidate, Monash University, Australia Email: [email protected] ABSTRACT This paper examines the analysis of Borobudur Temple World Heritage Site Audit. The purpose of this paper is to provide an analysis, evaluation, and recommendation of the current Borobudur Temple product development. Identifying visitor experience, opportunities, and suggestions for prospective product development were also conducted. Secondary research was conducted to identify Borobudur’s current product development, visitor management strategies and marketing & promotion activities. Furthermore, the use of NVivo software was implemented in order to know the visitor experience through analysing 100 reviews from TripAdvisor comments. Therefore the opportunities and improvements can be offered. Borobudur Temple, located in Central Java Indonesia, is the largest Buddhist Temple in the world. From NVivo analysis, this paper concludes that many visitors have experienced positive time, but both issues of site management and of the product can become problems for the site as a cultural tourism product and sustainability. This indicates that there are opportunities to improve the product and solution. This paper finds the opportunities and improvement that can be implemented to enhance visitors’ experience and maintain the sustainability of the site. Visitor flow can be controlled through increasing the use of signage, awareness, and information, and premium product limitation capacity. Regarding site management, it can be maintained through increasing the amount of staff supervision on the site. This paper suggests that Borobudur Temple can create new product like a museum for elderly and children as a way out to solve stairs problem. The stairs have become a problem since the elderly and children are usually unable to reach the top of the site. Moreover, the allocation and more disperse placement of vendors stalls can be implemented to resolve the trader and exit route problems. INTRODUCTION Borobudur temple compound [BTC] is located in Central Java Indonesia, consisting of three temples: The Mendut Temple, The Tawon Temple, and The Borobudur Temple as the main temple and the largest Buddhist temple in the world (United Nations Educational, Scientific, and Cultural Organization [UNESCO], 2016). In this paper, the researcher’s main focus is only to discuss the Borobudur Temple. The Temple, consisting of three tiers and representing the Buddhist cosmology to attain nirvana, was built under the rule of Sailendra dynasty in 8th and 9th century. According to UNESCO (2016), the first tier is a base with five concentric square terraces. The base is called as Kamadhatu (the sphere of desires) and the five concentric square terraces are called as Rupadhatu (the sphere of forms). The second tier is the trunk of a cone with three circular platforms, and the monumental stupa at the top is the third tier called as Arupadhatu (the sphere of formlessness). © ICBTS Copyright by Author(s) The 2017 International Multidisciplines Research Conference in Berlin 61 Figure 1. The Borobudur Temple Layer Up Source: Taman Wisata Candi [TWC], 2015 Based on UNESCO (2016), Borobudur Temple was listed as a World Heritage Site [WHS] and one of the seven wonders in 1991, because it reflects as a triumph of Buddhist architecture and monumental arts, an outstanding example of Indonesian art and architecture, and a reflection of the central idea of indigenous ancestor worship and the Buddhist attaining nirvana that meets UNESCO’s Outstanding Universal Value (OUV). Regarding the integrity, even though there are a number of threats such as weak government regulation, the growing damage of the site either because the irresponsible visitor behaviour or the natural disaster reason – the Mount Merapi ashes and despite BTC wider setting, “...the dynamic function between the three monuments, Borobudur Temple, Mendut Temple, and Pawon Temple is maintained.” (UNESCO, 2016, para.10). Moreover, based on the UNESCO (2016) data, the authenticity of Borobudur Temple is still sustained through using enough original material for restorations and its reconstruction. However, if the existence of the site remains unsupervised and being left out with the lack of tourism management strategy, BTC will soon disintegrate. PROFILE OF TOURISM DEMAND IN INDONESIA According to World Travel and Tourism Council (WTTC, 2015) Indonesian Travel & Tourism sector contributed in generating a GDP of $US 80 Billion in 2014. It is the third largest GDP contribution after the Mining and Agriculture sector. Furthermore, based on Central Bureau of Statistics [BPS] Yogyakarta (2014), the number of tourist who visited Yogyakarta as the city where the Borobudur Temple is located had increased significantly from 2010 to 2013. There were 3.81 Million visitors who are predominantly domestic tourist with 3.61 Million visitors, and the other 207.28 thousand are foreign tourists. © ICBTS Copyright by Author(s) The 2017 International Multidisciplines Research Conference in Berlin 62 Figure 2. Number of Domestic and Foreign Tourist who stay in Yogyakarta, 2010 – 2013 Source: BPS Yogyakarta, 2014 As for the number of tourists who visit the Borobudur Temple, there was approximately 11% slight increase on domestic tourist in 2015. Unfortunately, the amount of foreign tourist within the same year decreased slightly by 19.497 Thousand. Figure 3. Borobudur Temple Visitor Statistics Source: TWC, 2015 SITE AUDIT 2.1 CURRENT PRODUCT DEVELOPMENT McKercher and du Cros (2015) assert that there are three levels of cultural tourism product. The first one is the core product, the most important elements on how the site will fulfil consumers’ needs. Tangible product is the second level of product development, which is the purchased physical products or services. The third level is the augmented product that enhances the values of tangible product. The diagram below demonstrates the example of core product, tangible product, and augmented product that Borobudur Temple provides. © ICBTS Copyright by Author(s) The 2017 International Multidisciplines Research Conference in Berlin 63 Figure 4. Borobudur Temple Core, Tangible, and Augmented Product Furthermore, there are interpretations identified by the researcher such as the tour guide, signage, story board, Borobudur museum, Samudra Raksa ship museum, visitor centre and audio visual (Figure 5). Figure 5. Borobudur Temple Interpretations Source: Tripadvisor, 2016 Moreover, there are four types of facilities that can be found inside the site: infrastructure, information facilities, getting around access & transportation, and shops (Figure 6). © ICBTS Copyright by Author(s) The 2017 International Multidisciplines Research Conference in Berlin 64 Figure 6. Borobudur Temple Facilities Source: TWC, 2015 A lot of stairs to climb and local souvenir shop are facilities that visitors complained the most. Sadly, the souvenir shops that are supposed to fulfil the visitors’ needs, has been viewed as an inappropriate modification to the cultural site because its longer route has made it stressful and frustrating which are not compatible with the visitors’ expectation (Nagaoka, 2011). Borobudur Temple has several premium products, such as the sunrise and sunset tours, elephant safari tour, Borobudur Mahakarya (Javanese dance events) which only held once a year, and Vesak Day Festival as the holiest day of Buddhist year (Figure 7). Figure 7. Borobudur Temple Premium Product Source: TWC, 2015 © ICBTS Copyright by Author(s) The 2017 International Multidisciplines Research Conference in Berlin 65 2.2 VISITOR MANAGEMENT STRATEGIES Potential visitor management can be done through controlling the visitor behaviour as well as supervising both natural and built environment around the site; hence, the site could be preserved and sustained (Shackley, 2001). From the TripAdvisor (2016) comments, the researcher found that there is a “guard” who supervise the visitors’ behaviour especially the ones who have a direct effect to the site’s well-being. Due to the outnumbered guard that who are overwhelmed by the numbers of visitors visiting the site, consequently, warning signage needs also to be placed in order to inform the visitor on prohibited / undesired behaviour (Figure 8). Figure 8. Borobudur Temple Visitors’ Prohibited / Undesired Behaviour Signage Source: TripAdvisor (2016); Liz (2012) Controlling the visitor flow through premium product such as sunrise and sunset tours together with map and signage that explain how to explore Borobudur Temple was being identified (Figure 5 & 7). Unfortunately, there is no quota limitation for the sunrise and sunset tours, resulting in the effort becomes not quite successful. Furthermore, the spotted site hardening applies the use of iron steel covering on the stairs of the site; thus preventing the stairs to have direct impact on visitors’ climbing. 2.3 MARKETING AND PROMOTION ACTIVITIES TWC (2015) – the managing authority for Borobudur site has a website addressed http://borobudurpark.com/, which visitors can access. Moreover, it also conducts international marketing, such as participating in international exhibition (e.g. ITB Berlin), joint promotion (e.g., publishing brochures through Hana Tour International), and travel dialogue roadshow for domestic marketing in order to maintain existing markets and expanding new markets. Government joint cooperation can be seen through Borobudur Temple
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