DEVELOPMENT OF SAWARNA BEACH TOURISM OBJECT THROUGH ESTABLISHING CITY BRANDING

Abstract

Sawarna Tourism Village is a tourist village in Bayah Sub-District, Lebak District, Banten. The village area is directly bordered by the Indian Ocean, and therefore, it is in a coastal area. Of 204 tourism objects in Banten Province, the charm of the beauty of Sawarna Beach tourist destination has its own magnetism for
tourists. The beach beauty located in Bayah Subdistrict, Lebak is called as "Little Paradise" by foreign tourists from European and American countries and Australia particularly who like surfing. The location is far from the downtown and therefore, media access in Sawarna Village and its surroundings is relatively difficult. So far there are a few mass media whether they are print or electronic media that cover the natural beauty in Sawarna Village. This certainly affects the development of Sawarna beach tourism object as one of the mainstay tourist destinations in Banten Province. As a tourist object, Sawarna Beach is as good and attractive as similar tourist objects in Indonesia, such as those in Bali and Lombok. An important issue that Banten Provincial government should make the big concern relates to the City Branding Development. After participating in this counseling, it aims that Sawarna Villagers know and understand the importance of establishing the city branding to develop their beach tourism objects. Moreover, it is expected to empower the villagers around the Sawarna beach and
therefore, it will increase their income.