Petanda : Jurnal Ilmu Komunikasi dan Humaniora

ISSN: 2614-5537 - Vol. 03, No. 01 (2020), pp. 40-53

Petanda : Jurnal Ilmu Komunikasi dan Humaniora

Univesitas Prof. Dr. Moestopo (Beragama)

Building Tourism Awareness Areas With Local Wisdom

Andriansyah1*, Watriningsih2, Radja Erland Hamzah3, Setya Ambar Pertiwi4
1,2,3,4
University of Prof. Dr. Moesopo (Beragama),
Jalan Hanglekir I/8 Jakarta 10270, DKI Jakarta, Indonesia.
*email: andriansyah@dsn.moestopo.ac.id

Abstract - The purpose of research writing is to provide input on government policies in building
tourism-conscious areas based on local wisdom. Indonesia's 70th ranking from 140 countries for
tourism and travel competitiveness index. Its position is below Singapore, Malaysia, Thailand. Even
though Indonesia has a very beautiful and enchanting wealth of nature and culture, it has even
implemented a visa-free visit and an ongoing visit year. The research methodology uses descriptive
qualitative methods, with a multidisciplinary approach. The reason, research is done naturally by
using various methods, theories, techniques and instruments. As a result, the Tourism Awareness
Program was launched since 2003, until now there needs to be an increase towards significant
changes and results. The things that need to be improved are, resentment, security and safety and
service as well as fostering local and creative industries to build awareness of people who have
entrepreneurial characteristics. This research is expected to be used as a Infinity area reference to
build a conscious character of community tourism in the destination through local knowledge, and
destination in the Indonesian region in general.
Keywords: Government policies, Building tourism conscious areas, Based on Local wisdom

Abstrak - Tujuan penulisan penelitian adalah memberikan masukan terhadap kebijakan pemerintah
dalam membangun daerah sadar wisata berbasis kearifan lokal. Peringkat Indonesia ke 70 dari 140
negara untuk Index daya saing pariwisata dan perjalanan. Posisinya di bawah Singapura, Malaysia,
Thailand. Padahal Indonesia memiliki kekayaan alam dan budaya yang sangat indah dan mempesona,
bahkan sudah menerapkan bebas visa kunjungan dan visit year yang sudah berjalan. Metodologi
penelitian menggunakan metoda kualitatif deskriptif, dengan pendekatan multidisiplin. Alasannya,
penelitian dilakukan secara alamiah dengan menggunakan berbagai metoda, teori, teknik dan
instrument. Hasilnya, Program Sadar Wisata yang diluncurkan sejak tahun 2003, hingga kini perlu
peningkatan kearah perubahan dan hasil yang signifikan. Hal yang perlu ditingkatkan adalah,
kebesihan, keamanan dan keselamatan serta pelayanan serta menumbuhkan industri lokal dan kreatif
untuk membangun kesadaran masyarakat yang berkarakter kewirusahaan. Penelitian ini diharapkan
dijadikan referensi daerah destinity untuk membangun karakter sadar wisata masyarakat di destinasi
melalui kerarifaan lokal, dan destnasi diwilayah Indonesia pada umumnya.
Kata kunci: Kebijakan pemerintah, Membangun daerah sadar wisata, Berbasis kearifan Lokal.

Introduction planned. Therefore it is possible because

The tourism sector has long been the scope of its activities is very broad,
known as a reliable economic sector, enlarging the multiflier effects including
according to Arevin, Ayat Taufik, (2007) the increase in income of farmers in
tourism area planning must be prepared as tourism locations, Adimihardja, (1999). So

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that it will create employment For example, Bali-based community-

opportunities with agricultural products based tourism according to Putra, I
and create new business opportunities for Nyoman Darma. (2015), shows seven
farmers. So that the economic contribution community-based tourism models in Bali
can be felt by the community, (Budiwati, as an example of tourism attraction
Yulia, (2011). While the regional management (DTW) or tourism potential
government (tax / retribution), as well as that provides socio-cultural benefits,
the central government in the form of taxes Haryanto, (2009). And the economy for the
and foreign exchange (Damanik, 2005). , community, such as the management of the
open a wider space for the community Tanah Lot DTW by the Beraban
(especially: local community) to obtain community and Pandawa Beach by the
distribution and redistribution of tourism people of Kutuh Village. Two of the seven
resources, (Cabilos and Lascurian in examples show the ability of the
Linberg and Hawkins, 1995). community to manage tourism potential in
Tourism development in fostering the their villages and their ability to manage
creative nature of local communities, the economic benefits of attractiveness in
provides a stimulant in the form of order to improve people's welfare in
appreciation for how to package social and dealing with poverty in tourist areas
cultural activities into a label for (Ashley, C. and Haybom, G, 2004).
entrepreneurial lolal products, in addition The Indonesian government has also
to multicultural communities with tourism implemented a Tourism Awareness
development, Suparlan, Parsudi (2002). In Program (DARWIS) and Sapta Pesona
addition to the emergence of new conflicts (SWSP) which has experienced ups and
between tourists who come about the downs since 2003, then revived by
culture that comes with the local Minister Parpostel Susilo Sudarman, then
community, Pratiwi, S, (2008). It remains in 2015 by Arief yahya as Kemenpar. This
to be able to encourage the creation of a is the most effective promotional capital,
tourist market segment that can be which has been running for 27 years since
conducive to the local community or the the initial launch of the SWSP program in
system of local cultural communities that 1990. Early established decades of
really want the product uniqueness Indonesian visits (DUKUNI), (Arevin,
represented by local symbols and 2007).
intangible forms (Ashley and Haybom, The SWSP program is an extension
2004). program from the tourism ministry
The model for implementing tourism (Kemenpar) which is given to tourism and
development programs to advance local community business actors who are
communities is to improve the functions of destined (Tourism Awareness
community-based tourism businesses Implementation Guide). The aim is to
(Community Based Tourism or CBT). The improve service and comfort of tourists
CBT model is characterized by community when visiting a destination. So that the
involvement in planning, managing and Indonesian state can be equal to other
evaluating tourist attractions. In the process neighboring countries in the tourism
of involvement and management of market competition in Asia. It is expected
community-based tourist attraction, most that the target of visiting tourists (wisnu)
of the economic benefits of tourism and foreign tourists (foreign tourists) will
activities are enjoyed by the community, reach 25 million tourists in 2020. The
Putra, I Nyoman Darma. (2015). target is expected that tourists can visit
spread evenly across all destinations in

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Indonesia. An increase in foreign tourist in villages that had received tourism

arrivals and those entering Indonesia will awareness counseling with the main
increase foreign exchange earnings, as well internal Sapta charm: security, order,
as the Original Original Opinion (PAD), cleanliness, coolness, beauty, hospitality
(Yudananto, 2012). Especially for Wisnu and memories (Arevin. 2007).
and local tourists (wislok) traveling in the The implementation of the DARWIS
country will further foster a sense of unity extension program has been running for 27
and love of the homeland and enhance the years, and reviewing the results that have
image of Indonesia in the eyes of the been achieved to date has not provided
World. significant results satisfying tourists,
Conversely, if there are shortcomings (World Economic Forum), (2013).
in the tourism community, according to neighboring countries such as Singapore,
Pitana, I Gede, (1999), owned by each Malaysia, Thailand (The Travel & Tourism
region in Indonesia is not quickly repaired, Competitiveness Report 2013) To increase
then Wisnu will travel in droves to Indonesia's position on par with
neighboring countries. This, will result in neighboring countries in Asia and the
increasing demand for foreign currency World, efforts to increase awareness
(dollars). So that it will weaken the rupiah together as tourism business actors and
exchange rate (depreciate). Increased visits communities in Indonesian destinations and
of foreign tourists and wisnu to various communities in general, together in a
destination regions in Indonesia will holistic way the builders of tourism-
increase the income of businesses and open conscious characters or changing characters
opportunities for employment opportunities become aware of tourism.The characters
(Yudananto, Wisnu., Remi Sutyastie S., are mental or character and personality
Muljarijadi Bagdja, (2012). In addition, it (Wibowo & Gunawan, 2015) .Character is
is expected to open creative and innovative the main capital for carrying out
industries based In the end, it will lead to development or making mental changes.
the well-being of all Indonesian people personality original dian that has been
evenly.According to the noble ideals in the owned by each tribe in Indonesia as the
Tourism Law, Article 4, Number 10, 2009 local wisdom of the Indonesian people.
aims to increase economic growth, Based on the background above, this
improve welfare, eradicate poverty, study will focus on how "Government
overcome unemployment, preserve nature Policy in Building Regional Awareness of
and resources, advancing Culture, Tourism is a Delay Based on Local
elevating the image of Indonesia and Wisdom". Where the community of the
fostering a sense of the ideals of the kasunda is the largest tribe after Java in
homeland and strengthening the identity Indonesia. And consists of various kinds of
and unity of the nation and strengthening customs from the royal heritage of the
friendship. archipelago by having their own local
Ideas, and ideals, above, and some wisdom to build tourism conscious
things that are still lacking and weaknesses characters in their respective destinies.
that still exist in destinations such as Furthermore, the author will outline several
cleanliness, security and safety and service. study concepts related to the title of the
Seeing the relationship was determined as research below.
the decade of Indonesia's visit (DEKUNI)
1989-1990, as the beginning of the year of
tourism awareness. Subsequently a tourism
awareness group (Pokdarwis) was formed

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Theoretical Framework individual can think and behave properly,

Local Wisdom within the family or in the community, a
The concept of local wisdom that country with a good and strong mentality
exists in the lives of Indonesian people has will be created.
social values that shape local wisdom and The term implementation of
have become part of everyday life. For character education for the community that is
example, mutual cooperation, kinship, right for adults is to build or change the
deliberation to reach consensus, and character of the community. While the term
tolerance. The presence of local wisdom used by President Joko Widodo is "Mental
cannot be separated from the religious Revolution". That Indonesia, with its current
values embraced by the Indonesian people. conditions, needs rapid mental changes, on
So that the values of local wisdom are all fronts of the government and builds a
increasingly attached to themselves, as noble character or mentality, which can
well as the local Batak people who today make people prosperous. The government
are growing very rapidly in their local and its ranks must be a model and role model
wisdom, Siregar, Parluhutan, 2008). Not for the private sector and society in general.
surprisingly, the values of local wisdom are According to Lickona, (1991), states noble
carried out not only to maintain character (good character) includes
harmonious relations between humans, but knowledge of goodness, then raises
also become a form of human service to commitment (intention) towards goodness,
the Creator (Suryadi, 2010). and finally really do good. Building
community character is not the same as
Character Building carrying out character education in adults
The concept of building community and children. Building and changing
character, etymologically explained, community characteristics is not as easy as
character originates from the Greek providing character education for adults and
charassein, which means to engrave children. Because the complexity that exists
(painting, drawing), is a pattern of behavior in the scope of society is more than adults
that is individual, mental attitude or human and children.
moral condition. Character also means According to Lickona (2014), "Good
personality or personality, character character components include:" 1) Good
psychology is a system of beliefs and moral knowledge, namely a. moral
habits that direct the actions of an awareness, b. know moral values, c.
individual. perspective taking, d. moral reasoning, e.
The concept of character according decision making, f. self knowledge. 2) Moral
to Paul (2016): "Character is defined as a feelings namely a. conscience, b. self-esteem,
typical way of thinking and behaving that c. empathy, d. likes kindness, e, self control,
individual has, within the family, f. modesty. 3) Moral action namely a.
community, nation, and state. Individuals Competency, b. progress, c. ability. "
with good character are those who can Stages of components are good
make decisions and be ready to account for characters, Lickona can be traversed by
any consequence of their decisions ". The someone when they have gained a variety of
definition has a broad understanding of the moral knowledge. A person can distinguish
individual's way of thinking and behaving or give an assessment of something that is
which is possessed in the family, society, considered right or wrong, so as to give rise
nation and state. With good character they to moral feelings. Moral feelings will
can make decisions by taking into account motivate moral action to accept or reject.
the consequences. That is, if every

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The term character education is more provided by the community, businessmen,

appropriate for children, character education government and local government.
should be implanted since early childhood Tourism activity is a unity of elements of
(AUD), teachers and masters become models the economic movement in a multiplier
and role models for children's children. effect, (Azra, Azyumardi (2003). That is,
According to Lickona (1992) "Character tourism activities do not move on their
education is teaching activity that students to own, but are related to other activities and
help acquire universal core values that help activities. The wheels of movement and
them to develop in them moral moral rotation of the economy move from one
thinking promises, and moral behavior". element to the others have
Character education activities for interrelationships, to fulfill the services
students, help students to obtain universal and needs of tourists, Tourism Law,
values so students can develop moral Article, 1 Number: 10 of 2009, Tourists
thoughts and behavior. Ideal education is are people who travel or Tourism. Tourism
not just the transfer of knowledge from is a travel activity carried out by a person
teachers to students but teaches students to or group of people by visiting a certain
sincerely respect, respect themselves and place (destination ) for recreational
the diversity of differences that exist in purposes, personal development, or study
Indonesia (Wibowo & Gunawan, 2015). the uniqueness of tourist attractions visited
Character education, according to in the interim period. Destinations are
Ryan & Bohlin (1999), in fostering the geographical areas that are in one or more
community must contain three main administrative areas which include tourist
elements, namely the community knows attractions, public facilities, tourism
good (good), the values of society love facilities, accessibility, and people who are
good (loving the good), and society itself mutually related it and complete the
does good (doing the good). Character realization of tourism.
education does not only teach what is right To maintain sustainability and
and what is wrong, but more than that develop tourism in a sustainable manner in
character education instills good habits a destination, reliable human resources that
(habituation). So that understanding can be have character are needed "tourism-
planted in the community and the conscious and that are capable of
community is expected to be able to feel, internalizing Sapta's charm in him. Aware
and want to do good. So, character of tourism is the participation and support
education for the community can carry out of all components of society in encouraging
the same mission as the local wisdom in the realization of a conducive climate, for
the local area in developing the region. the growth and development of tourism in a
region. Aims to improve people's welfare,
Tourism Awareness Program Sapta accelerate economic growth and overcome
Enchantment (SWSP) income inequalities and equitable
The Sapta Pesona Tourism development outcomes. Sapta Pesona is the
Awareness Program (SWSP) is an elaboration of the concept of "tourism
extension program from the tourism awareness" related to the support and role
ministry (Kemenpar) that is given to of the community as the host. In an effort to
tourism and community business actors create a conducive environment and
who are destined (Tourism Awareness atmosphere that is able to encourage the
Implementation Guide). Tourism is a growth and development of the tourism
variety of tourism activities and is industry, through the embodiment of seven
supported by various service facilities elements namely safe, orderly, clean, cool,

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beautiful and memorable (Tourism a united part that is not separate), meaning
Awareness Implementation Guide). Aware that indigenous peoples assume that they
of tourism and sapta charm like fertilizer live "together" with nature, and not "in"
and water that will increase tourism in nature as the attitude of most members of
Indonesia. So that manpu is equal and modern society. Therefore, traditional
competes with destination countries in Asia communities have stronger solidarity with
and the World. nature; (2) "Leuweung ruksak, cai beak,
ra’yat balangsak" (Forest is damaged,
Local Wisdom Kasundur water runs out, people are miserable), or
Local wisdom, consists of two "Leuweung kaian, gawir awian, legok
words: wisdom or wisdom and local or balongan" (Forests planted with wood,
local. So local wisdom is a local idea that is cliffs planted with bamboo, troughs
wise, full of wisdom, good value, become ponds). HA, which is a human
embedded and followed by members of the relationship https: // images. search. yahoo
community. Local wisdom shows the com / search / images / downloaded
diversity of ethnic groups in Indonesia. 20/2/2017; (3) SUN is a Self, manifested in
Because each tribe has values of kindness personal and personal relationships with
and inspiration in its strategy of meeting the community.
and fulfilling life's needs, (Fitzgerald, Local wisdom related to SUN is as follows:
Alvin, (2012). Local wisdom as a cultural 1) My hade is talking, my fries are talking
heritage is passed down from generation to (everything should be discussed), meaning
generation, but lately local wisdom it has openness in personal relationships should
begun to diminish even disappeared eroded be discussed; 2) Katingali Undur punduk
by the current culture of globalization, comes katingali tarang (going to look nape
Hariyanto, IB Oda (2015). comes to appear temple) means that our
While the Sundanese are an ethnic behavior as members of the community
group originating from the western part of must be known by other community
the island of Java, also called tatar members; 3) Someah hade ka semah
Pasundan or Sundanese Tatars. The (Friendly and kind to guests) means to
Sundanese are the second largest ethnic whom we must be kind and friendly to
group in Indonesia, in Sundanese guests by providing the correct information
etymology derived from SUN DA HA, assistance, serving sincerely, and; 4) Mun,
each word has the following meaning: SUN if the wind is made of muntang kana kiara,
is self, DA is Nature, HA Lord. The it will vomit the sadist (if there is a
meaning of the word describes human whirlwind, do not hold on to the banyan
relations with God, Nature and fellow tree but on the sad grass), meaning that the
humans. That is, that Sundanese local grass is a small plant or grass with very
wisdom can be described by identifying the strong roots, expressed as people small.
three domains (places) where local wisdom DA is a human relationship with
applies. The first domain is SELF; nature, this is shown by the indigenous
relationship between humans and humans; Sundanese community, for example the
second, NATURE; human relations with Baduy community, Pancer Pangawinan,
nature; and the three LORD; human Kampung Naga, and with God not only
relations with God or the Creator. expressed in the behavior of those
Basically love for nature. Local communities, but also in expressions, as we
wisdom related to DA is as follows: (1) Suci read in the book Sang Hiang Siksa Kanda
Ing Pamrih Rancage Gawe. (The Ng Karesian (published in XVI century),
relationship between humans and nature is namely: 1) Tapa in the country (meditating

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in the midst of everyday life), meaning for agro-industry areas that can be developed
members of traditional communities, life or that can be managed by the government
itself is asceticism (worship). Life is to or the private sector, small and medium-
purify ourselves to be worthy of dealing sized industries based on local
with God the Holy One; 2) Choose communities, community farming areas,
Wawangi, meaning that the results will and maritime areas with coastal
provide optimal benefits to the community, communities. Almost all of the Kasundur
not only to the individual but also to the tourist area, to this day still has enclave-
community and nature itself (Fitzgerald, enclaves or poverty areas that require a
2012). touch of empowerment and gain access to
the use of resources around them..
Material and Methodology
Based on the problems and context Result And Discussions
of the research, by taking the theme of
Government policy in developing the The Concept of Building Tourism Policy
Kasundur tourism conscious area based on Tourism involves complex social
local wisdom, it is deemed necessary to activities, both in terms of tourists
explore the knowledge and development of consisting of various social and cultural
local and casuistic creativity, with the backgrounds, as well as the people visited
naturalistic paradigm, emic approach who have different social and cultural
(emic view) and ethical approach (ethic values. With tourist areas, the community
view / researcher interpretation based on will reintegrate into the local culture with
concepts / theories and relevant study the culture in Indonesia that is brought by
results, (Alvin Toffler. C, 2002). domestic tourists and it is not impossible to
The research method used in this become an acculturation of new cultures.
study is a descriptive qualitative method So that the diversity of various cultures can
with a multidisciplinary approach. The be well managed, Sitorus, Henry, (1999).
reason, this research is done naturally by In addition, there is also the involvement of
using various methods, theories, other tourism stakeholders such as travel
techniques and instruments, (Ratna, 2010). agencies, transportation, tour guides, and
The goal is to get factual data in the field. traders at DTW. This is where there needs
So as to produce accurate and valid to be harmony or complementarity between
research. All activities related to tourism the interests of tourists and meeting the
and multidimensional and needs of tourists by tourism service
multidisciplinary are emerging as a providers (Soekadijo, 2005). In addition to
manifestation of the needs of every person building tourism, it must also be supported
and country and the interaction between by regulations or policies that exist in the
tourists and the local community, fellow Kasundur area, in this case West Java
tourists, government, local government Province. The concept of policy according
and employers (Tourism Law Article 1, to Marlowe in Wicaksono (2006: 56):
Number 10 of 2009). "Policy is an attempt to create or engineer a
The location of the study is in the story in order to secure the goals of the
Kasundur area which currently exists in engineer. "The term policy contains the
the North Sumatra Provincial Government. same meaning as wisdom, as expressed by
Where an area that is rich in natural beauty an expert James in Wahab (2005: 2), which
and many tourist areas developed in the formulates:" Wisdom as the behavior of a
leadership of the Governor of West Java number of actors (officials, groups,
Ridwan Kamil. In addition to the many

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government agencies) or a series of actors activities supported by facilities and

in a field certain activities." infrastructure in a water body such as
Whereas Friedrich in Winarno lakes, beaches, seas, rivers . Activities
(2012: 20) views policy as: "A direction of usually carried out are water sports in the
action proposed by a person, group, or form of sailing, diving, surfing, fishing,
government in a particular environment rowing, or activities to enjoy the natural
that provides obstacles and opportunities beauty of lakes, beaches and underwater
for policies proposed to use and overcome life. (b) Nature Reserve Tourism, namely
in order to achieve a the purpose or realize tourism with the aim of traveling to places
a goal or a certain purpose ". This that have been protected by law such as
definition involves a broad dimension nature reserves, wildlife parks, protected
because policies are not only understood as forests. This tour is carried out in relation
actions taken by the government, but also to the fondness for natural beauty, fresh air,
groups and individuals. Jones in Winarno the wonders of wild animals and plants. (c)
(2012: 19): "The term policy (policy term) Agro-tourism, which is tourism for the
is used in daily practice but is used to purpose of traveling to agricultural,
replace activities or decisions that are very plantation, nursery and so on projects,
different. This term is often exchanged where tourists can conduct study visits and
with goals (goals), programs, decisions reviews as well as look around while
(decisions), standards, proposals, and grand enjoying the variety of colorful plants and
design." the proliferation of various types of
So, according to the concept of the nurseries vegetables and pulses in the
policy above, the development of tourism locations visited. (d) Buru tourism, which
policy should carry out tourism activities is the type of tourism carried out in areas
not to ignore the benefits received by the that have been approved by the
local community. They need to be government as a place to hunt wild
empowered as parties that have local animals. Usually carried out in certain
knowledge, local resources, and local seasons and limited periods of time so as
accountability. Community empowerment not to interfere with ecosystem or
can be done through enabling awareness, environmental balance. (e) Pilgrimage
empowering and autonomy. The goal, so tourism, which is tourism which is
that local communities can become active associated with religion, history and
actors in tourism activities and build a customs. Usually done to holy places,
tourism business network. Local graves of big people or great leaders,
communities will have high moral guardians, or other sacred places. (f)
responsibility in the use of their resources, Cultural Tourism, namely a tour that is
because the activities carried out are carried out on the desire to broaden one's
directly related to the existence of these outlook on life by visiting or visiting other
resources which will affect their lives. places to learn about people's conditions,
(Pitana, 1999). customs, ways of life, their culture and art.
In developing the Kasundur tourism And other tours in the form of other types
area based on local wisdom by way of of tourism that are suitable for the
reviving the local industry and innovative development of the tourism industry such
creative with local products in the area. As as culinary tours, museums, conventions or
for some types of tourism industry shopping tours and others. With tourism, it
according to Pendit (1999: 211), what can can overcome poverty in the region
be developed are as follows: (a) Tirta because it creates local industries based on
tourism, which is a type of tourism with

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the local area of the region, Soerjani, meaning (Rahmintama, 2009). The concept
(2005). of the creative economy industry is an
As an industry, tourism must have economic concept in the new economic era
tourism capital that can attract tourists that intensifies information and creativity
interested in visiting and returning to the by relying on ideas and stock of knowledge
same place again at a later time. So that the from human resources (HR) as the main
area becomes an eco-tourism area that is production factors in its economic
really needed by the community, Damanik, activities. The structure of the world
Janianton and Helmut F. Weber, economy is undergoing rapid
(2006).Government policy in building transformation along with economic
cash-tourism conscious areas as a logical growth, from what has been based on
part of the development of communities natural resources (SDA) to HR-based, from
that are aware of sustainable tourism, the agricultural era to the era of service and
requires approaches from various information industries. Toffler (1970) in
disciplines, careful planning (both his theory of dividing the wave of
physically and management) and existing economic civilization into three waves.
guidelines and regulations . It's just that The first wave is the wave of agricultural
through cross-sectoral involvement in economy, second, the wave of industrial
development, people who are aware of the economy, and third, is the wave of
kasunda tourism must really achieve its information economy. Then the fourth
objectives (Cabilos and Lascurian in wave is predicted which is a wave of
Linberg and Hawkins, 1995). creative economy oriented to creative ideas
and ideas (Santos, 2007).
Tourism by Building Local and Creative
Industries Tourism Awareness Characters in
Development of a tourism area Communities in Destinations in
according to Chambers, R, (1995), is the Kasundaan
most important thing too is how to build a Building a community of
local industry and creative industry that is characters, according to Lickona, Thomas,
supported by innovation to develop local (1991), is a society that has the character of
products in the tourist area, (Rahmintama, tourism awareness to be important in
2009). This is needed to build the tourism development carried out by the
characteristics of the community, central government and regional
according to Dadang Respati Puguh, governments in various provinces. So that
(2009), namely by mastering the lolal and must be built together with the community,
creative industries. So that the creative Dadang Sudiadi, (2009). In essence the
industry requires ideas and solutions and local community and tourism business
imagination that quickly follows the age of actors are at the forefront of the
a technology / product / design or trend destination, but as long as the community
that lasts not long, (Santos, Dos, 2007). or local government (the Kasundur area)
The creative and innovative local has not yet synergized, then all the
industry requires specific human abilities achievements of the development have not
that involve creativity, expertise and talent. been maximized. Since the beginning of
Therefore, local and creative industries are the emergence of SWSP in 1990 to 2015,
difficult to imitate. Because more involves the approach taken to tourism and
the ability of the human right brain, such as community business actors has been
aspects of art, design, play, story, humor, predestined with counseling only
symphony, caring, beauty, empathy and (Witrianto, 2010).

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Counseling for the development of the tree are described as main facilities and
policies in tourism areas according to supporting facilities. In order for large trees
Witrianto, Yenny Narny, Israr Iskandar & to flourish and develop into large must
Yudhi Andoni, (2010) is to build a have strong and sturdy roots and stems,
community that is characterized by then the tree must be maintained, fertilized
tourism. Including in the kasundur area, it and watered so that with the parable of the
needs to be given in one place in the big tree that becomes the foundation of
destination by inviting community leaders, how tourism and society become local
traditional leaders, several representatives values in the area, (Ridwan, N. A, 2007).
of business actors, and also a linear Tourism awareness and charm of sapta is
regional work unit, Paul. Arlin, (2016). At as fertilizer and a splash of water on the
the beginning of 2016. So it became an large tree so that it grows large and
additional activity besides the extension produces sweet fruit with dense. The
program on the first day, on the second day results will be felt by everyone, that is
an action program was demoted. The equal welfare for the people of Indonesia in
program of action in collaboration with accordance with Article 4 of the Tourism
business actors and the community and Law Number 10 of 2009. Tourism
representatives of SKPD in West Java resources where the people who have
Province on an ongoing basis and the grown in character according to Ratna,
Commitment of Regional Heads to develop NyomanKutha (2010) are natural resources
tourist areas must be in line with the and resources human, cultural resources
policies of the central government to bring and special interest resources. Natural
in 25 million foreign tourists to Indonesia resources, nature Indonesia has its own
and to domestic tourists dating to tourist dance power, diverse and very beautiful
areas. Cleanliness in tourist areas is one panorama compared to neighboring
element of the seven elements of the SWSP country destinations. Cultural resources,
program that must be implemented. While there is no doubt that Indonesia has 1,128
others, such as security, comfort and tribes with a very large amount of cultural
service for tourists, require maximum wealth possessed by each tribe in
touch. (Hariyanto, 2015). Indonesia. (Central Bureau of Statistics
Security is a very important factor (BPS) of the Republic of Indonesia).
for tourists during the trip, the security This special interest resource has
factor will create comfort for tourists. much to do with the geographical nature of
Safety factors are as follows: helping and Indonesia, located between two Pacific and
protecting tourists, showing friendliness Indian oceans, and flanked by two
towards tourists, maintaining continents of Asia and Australia. Indonesia
environmental security, helping to provide is also surrounded by ring road fire, very
information properly and correctly to high cliffs, rushing rivers and special
tourists, maintaining an environment free challenges for tourists to visit Indonesia.
from infectious diseases, minimizing the This is one of Indonesia's strengths in
risk of accidents in the use of public natural resources that will create a superior
facilities. and creative creative industry from existing
local wisdom (Sartini, 2004).
Sundanese Local Wisdom in Building The existing gaps are human
Tourism Awareness Characters resources as managers of tourist
Philosophically tourism can be destinations, which need to be built on
described as a large tree which is a tourism tourism conscious character, with a local
resource, many branches and branches of wisdom approach. Educating adults in

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building character is different from outsiders, even the government itself must
character education in children. In adults, it respect the values that live in the
is necessary to use effective straetgi, community as long as it can provide
namely 1) not much teaching by benefits in an integrated and optimal
counseling 2) but real action by giving manner.
examples of collaboration. 3) Continuously Second, building a tourism-
providing assistance as evaluation, 4) conscious area based on local wisdom in
perceived results, 5) and using the wisdom the land of delay is the most important
approach of local culture, Sundanese for thing is how to build a conscious character
the West Java region. of community tourism in the destination
In accordance with the ranking through Sundanese local wisdom. Because
position 70 of (140 countries) weaknesses the SWSP program carried out on the land
that still exist in terms of implementation of delay has begun from 1990 to present
make tourist areas safer, more comfortable 2017. During the 28 years running, there
and service and what is meant by safety have been ups and downs, even though the
factors on tourism awareness. The success needs to be increased as a whole.
approach of Sundanese local wisdom that Stakeholders in this case the local
can be applied is the meaning of SUN government of West Java Province and its
which is Self, manifested in personal and course of course try as much as possible,
personal relationships with the community. together with business actors and the
Especially "Someah hade ka semah" community to be destined to improve and
(Friendly and kind to guests), how do improve SWSP together.
business partners and community relations
with tourists, this can be done to the Recommendations
community through exemplary by The results of the study also
community leaders, adat, and stakeholders recommend two things, namely, first,
if they want to succeed. government policy in developing tourism
awareness in the land of delay that needs to
Conclusion be built primarily is to build the character
From the results of research and of the community so that tourism is aware.
discussion on Government Policy in So that the overall improvement role is
Developing Tourism-Conscious Regional needed to build tourism conscious areas.
Development Based on Local Wisdom in Especially is building the character of the
the conclusions of writing in this study, community that gives example from
namely the first development of community leaders, adat and stakeholders
government policy in building conscious in carrying out continuous assistance, not
knowledge of local wisdom-based tourism just one time. It must touch the hearts of the
is appropriate. Because the cashunda people and feel the results by providing
community is the owner of basic values opportunities for employment opportunities
about the conservation of biological natural or business capital and providing the widest
resources and ecosystems that exist in their opportunity to develop local creativity.
environment, contained in indigenous local Adopt and bring back the existing local
values from generation to generation from significance of the area.
their ancestors. The meaning of Secondly, tourism local government
preservation of local wisdom begins policies must explore expertise in
through extracting stories of elders, developing traditional artistic values and
traditional understanding of the village with creativity that many local residents have
their local wisdom values. Not from with their natural instincts and talents

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