Analysis of Natural Potency and Role of Micro, Small and Medium Business and Local People of Sayang Heulang Beach in the Context of Development of Tourism Region on Southern Garut Coast

摘要

Sayang Heulang beach located in Coastal Tourism Region of South Garut. As one of the leading tourist destinations projected by Garut regency, Sayang Heulang should had leverage to attracts travelers. In the past 3 year, the development of infrastructure such as roads and electricity provision has been made but there no impact affecting significantly. According to data obtained from Disbudpar Garut, the highest number of visits is reached by Santolo Beach. It recorded that Santolo reached 300% more visits than the surrounding beaches, especially, Sayang Heulang. Thanks to the image and information access about Santolo that has spread across the Internet through blogs and a variety of popular media. This condition is certainly not a positive thing related to determination of Coastal Tourism Region of South Garut as a tourist destination because people tend to focus on one destination only. Thus the need to do research on the potential of nature and the conditions of the local people at Sayang Heulang Beach. The study use qualitative approach to seeks and explore the potential of nature and society associated with tourism activities by using 7 methods of marketing mix. Data were collected using observation and continued with focus discussion group involving local business, local people and Disbudpar Kab. Garut. Focus discussion group found that there is harmony between the local community's desire and Disbudpar's program as a results. The study also found that Sayang Heulang Beach has a very unique topography such as existence of a small islands, estuaries and exotic grass hill. Another things that occurs is the readiness of infrastructure and tourism community activists in the field of motel and culinary specialty. But all of that not packaged by good promotion, tourism activists still rely on word of mouth promotion traditionally.