Promoting the Branding of Diponggo Village as a Tourism Buffer Zone for Bawean Island Indonesia
Budi Waluyo1*, Dhanny Septimawan Sutopo2, Lia Wulandari3, Wulan Tri Dayanti4, Daniary Ismail Faronny5, Sugiono6, Sukandar7
1Faculty ofAgriculture, Brawijaya University, Malang, Indonesia
2Faculty of Social and Political Sciences, Brawijaya University, Malang, Indonesia
3Sociology Study Program, Brawijaya University, Malang, Indonesia
4Physics Study Program, Brawijaya University, Malang, Indonesia
5Agroecotechnology Study Program, Brawijaya University, Malang, Indonesia
6Faculty of Engineering, Brawijaya University, Malang, Indonesia
7Faculty of Fisheries and Marine Sciences, Brawijaya University, Malang, Indonesia
*Corresponding Author: [email protected]
Accepted: 15 February 2021 | Published: 1 March 2021
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Abstract: Diponggo is a village located on the north coast of Bawean Island. Its strategic position encourages Diponggo Village to become a tourist buffer zone on Bawean Island by utilizing its tourism potential through a branding program. The Diponggo Village area and people who care about tourism in this area are the focus of this activity. The approaches used are observation and interviews, transect walks, tourism potential mapping, preparation of the branding program, consultation, and training. Branding attributes are generated by this activity, namely place branding, daily activity, branding facilities, culinary and food souvenirs, branding of organizations. It can be achieved via online social media in order for the media to disseminate knowledge about Diponggo branding. Thus, all branding for promotion and presence will essentially provide an overview of Diponggo's uniqueness on Bawean Island according to actual conditions, create a unique charm and impression on the public towards the region.
Keywords: Bawean Island, destination branding, Indonesia Ecotourism
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1. Introduction
Diponggo is one of the administrative villages in the district of Tambak, Gresik Regency, Bawean Island. Diponggo is situated in the north of the island of Bawean. This village is the centre of Bawean Island because of its position in the middle of the Bawean ring road when it is reached from the port of Bawean. This region, consisting of coastal areas, mountains, and forests, gives the Diponggo Village an abundance of flora, fauna and a potential natural landscape. The location of the village is therefore very strategic in the exploration of tourism in the whole of Bawean Island.
Diponggo has once been designated a tourist buffer zone on Bawean Island by local government through its micro, small and medium-sized business empowerment goods.
However, looking at the current potential for tourism, Diponggo should be feasible enough to become an alternate tourist destination on the island of Bawean. Consequently, tourists can visit and enjoy the atmosphere of rural natural beauty and the hospitality of the people in this area. Likewise, Bawean Island has been promoted by the Ministry of Tourism as the largest
maritime tourism destination in Gresik Regency and has managed to become a Wonderful Sail to Indonesia destination in 2018 and 2019. Bawean Island is a full ecologic and nature-based tourist destination that attracts international tourists, including forest and biological conservation tourism (Trimanto & Hapsari, 2016; Trimanto et al., 2016), ecology and conservation of Bawean warty pigs and Bawean deer tourism (Rode-Margono et al., 2020), coastal and marine conservation tourism (Wardani et al., 2017), and also religion (Setiawan, 2016), local traditional culture, business and local shopping, as well as festivals and events (Aesthetika & Febriana, 2017). The promotion of Bawean Island tourism destinations is targeted not only at local tourists but also at international tourists.
The economy of the Diponggo people, who are currently middle to upper class, is less concerned with developing their villages through tourism. Most of them, particularly the younger generation, prefer to work by commuting to big cities, working abroad, and being ship crews. The presence of tourism growth in Bawean and Diponggo as a buffer zone is expected to increase local revenues and increase the community's income from their own regions. Under these conditions, it is hoped that higher incomes would drive the growth of investment activities and the tourism services sector in the regions. However, much of the tourism potential in Diponggo still lacks the attention of interested parties.
This is definitely a great opportunity for Diponggo to engage in the growth of tourism on the island of Bawean. In Diponggo, there are religious tourist attractions of the Mosque and Waliyah Zainab grave, historical tours of the Harun Thohir Museum, natural beach tourism of Tanjung Tutup, Tanjung Menang and Mayangkara Beach. This religious and natural tourism object has great potential and, if well established, can become the mainstay of the economic resources of the Diponggo Village.
2. Literature Review Branding Program
Branding is a reflection of the organization's goods and services. Branding is a smart attempt to create a regional identity so that it can be seen as distinct from other regions (Almeyda- Ibáñez & George, 2017; Rossiter, 2014; Sammut-Bonnici, 2015; Zebua, 2016). Branding often serves as an identifying mark in order to distinguish production results, as a promotional tool in such a way that it is sufficient to mention the brand that everybody will concentrate on one location, as a guarantee of the quality of the products, and to show the origin of the goods/services (Arismayanti, 2017). The introduction of the community service with this branding program is to explore the potential of tourism in Diponggo, which can then become a tourist buffer zone on Bawean Island. This aims to establish regional distinction from other regions so that Diponggo appears to be unique.
In carrying out this program, the characteristics and completeness of the branding that can create efforts to recognize the name of Diponggo so that it can be known as a tourist buffer zone on Bawean Island include:
1) Place Branding
In this position of branding, it explains the physical state and potential of village tourism, which can be an alternative destination (Almeyda-Ibáñez & George, 2017; Anholt, 2010; Nagaynay
& Lee, 2020; Van Assche et al., 2020; Wibawanto, 2015). The presence of Diponggo has a geographical area of 4,59 km2. Administratively, this village is situated in the district of Tambak, Gresik Regency, Bawean Island. The northern boundary is the Java Sea, the western boundary is the Tanjungori Village, the eastern boundary is the Kepuh Legundi Village, and
the southern boundary is the Peromaan Village (https://gresikkab.go.id/sidesa/desa_diponggo).
The ferry port of Sangkapura, Bawean, is 28 km away from Diponggo. The distance to the airport of Harun Thohir is 3 km. The distance to the sub-district of Tambak is around 7 km.
Diponggo Village consists of 8 sub-villages (Dusun), Dusun Doko, Dusun Walutumpo, Dusun Pagedangan, Dusun Balong, Dusun Petambanan, Dusun Sungai Wungur, Dusun Kampung Tengah and Dusun Kademangan. Demographically, the total population is approximately 1130 people. Topographically, the village of Diponggo consists of beaches, lowlands and hills. The height from the sea level is 170 masl. The temperature in this village is about 34.5 a.m.-36.9 a.m. (Village Government Administration Report (LPPDes) for the Fiscal Year 2018, 2018).
Even so, the wind is strong enough to allow residents and visitors enjoy the fresh air in Diponggo.
Figure 1: The landscape of Diponggo Village
Figure 2: Coconut trees on the beach are used as a means of installing a hammock to enjoy the view
Figure 3: Dhurung building in Diponggo Village
The location of the Dipong settlement stretches and is lined up between the forest and the shore.
The houses are lined up along the lane, facing the beach, to show a clear view of the sea. There is some vegetation in the form of coconut and palm trees on the roadside bordering the shore.
This coconut tree on the beach can be used as a natural pole for a hammock as a tourist attraction. Almost every resident house has a yard and a building named "dhurung" (Angelina
& Widigdo, 2017). The house yard is used by the community to meet their daily food needs, such as coconut trees, kaffir lime trees, pandanus, tomatoes, berries, and so on. Though dhurung is a word that comes from the local community of Bawean. Dhurung is described as a small wooden stilt house, typically built in front or beside the house. The space under the dhurung roof is generally used to store rice or agricultural products, and the space under it can be used for leisure, meeting, chatting and discussion. In addition, dhurung is also used by people in village cleaning activities. The dhurung is adorned with a snack hanger pack that the kids are fighting for. Entry to Diponggo Village is relatively simple because it is enabled by the state of paved roads and concrete pavements. This village can be found on the ring road that circles the island of Bawean. It can be done via the Gresik Ferry Terminal to the Sangkapura Ferry Port to enter Bawean Island. Sea trips will take the Express Bahari or Blue Sea Jet, which takes about 3 hours, and the Natuna Express, which takes about 4 hours. If you want to carry a car and supplies, it is advisable to cross from Paciran Ferry Terminal, Lamongan, using the Gili Iyang ferry, which takes around 8-9 hours to Bawean. Access to Bawean can also be rendered by plane. This is the solution when the waves of the sea in the Java Sea are high, because there are no sailing ships. People who have money tend to choose this alternative transport because it is considered economic and can enjoy the view of Bawean Island from a height. It takes about 45 minutes from Surabaya International Airport to Harun Thohir Bawean Airport. This aircraft is active in the round trip, but the aircraft can only handle 10-12 people with 20 kg of baggage.
The strategic and central position of Diponggo Village has the potential to be an alternate destination for tourists visiting Bawean. This is due to its position near to the airport and its location in the center of the Bawean ring road, making it easier for anyone to access the tourism around Diponggo. In this service, the community service team gave the tagline "The Hidden Paradise of Java" to Bawean Island, as beach tourism and natural tourism are no less interesting than Bali. It's as if Indonesia had Bali, then East Java had Bawean. Based on the tourism potential mapping carried out by the service team (Figure 4), alternate destinations in the Diponggo Village which can be visited are:
Figure 4: The strategic position of Diponggo Village on Bawean Island, surrounded by tourist destinations
a. Religious tourism Waliyah Siti Zainab: a tourist destination of great concern on the island of Bawean and visited every year by religious pilgrims. His grave is one of the destinations for pilgrims both locally and outside of Bawean. Waliyah Siti Zainab has an important history in the Diponggo Village. To be exact, his grave is on a plateau near the Waliyah Zainab Mosque. A yellow cloth bracelet is given to each congregation that comes and must be worn until it breaks or disappears by itself. This yellow cloth bracelet is used as a symbol that someone visited the tomb of Waliyah Siti Zainab.
b. Marine and beach tourism, including:
⎯ Tanjung Tutup. This is a land that juts out into the sea. During the Dutch colonial period, this place was used to store and cover arms in such a way that local people called it Tanjung Tutup.
⎯ A reservoir where freshwater meets seawater. Not far from Tanjung Tutup, there is a reservoir that contains fresh water and mixes with seawater. This reservoir can be used after the seawater has receded.
⎯ It's Tanjung Menangis. Waliyah Siti Zainab used this position in ancient times and cried when he arrived in Bawean, leaving Java so that people called it
"Tanjung Menangis"
⎯ Beach of Mayangkara. This beach was discovered for the first time by Waliyah Siti Zainab. This beach is a sign of the loyalty of Waliyah Siti Zainab to Sunan Giri's grandson.
c. Historical tour of the Harun Thohir Museum is the remains of a hero called Harun Thohir (which is currently the name of the airport). According to the government of Gresik Regency, the museum building is currently in the process of being cleaned.
d. Cultural heritage tourism. Every month of Islamic Muharram, residents parade carrying the heirlooms of Nyai Mbah Waliyah Zainab around Diponggo Village, this is done as a collective prayer to reject reinforcements.
Figure 5: Signposts and tourist map of Diponggo Village
The community service team initiated the construction of signposts and tourist maps in the village of Diponggo (Figure 5). This is to make it easier for visitors not to be confused about tourist destinations while in Diponggo.
2) Daily activity as an attraction of Diponggo Village
Life is closely connected in a way that is mutually constitutive. This seems rather clear, on the one hand, as the effect of the everyday life of local communities on tourism (Page, 2011; Stors et al., 2019). The Diponggo Village culture is currently dominated by women and children.
This is because there is a tradition of migration among men in the labor force, and they will return to settle in the village when they reach old age. This triggers the propensity to have more female inhabitants so that the island is also known as the Princess Island. The activity that can be seen while visiting Diponggo is that it can find a number of women selling items like ice, rujak, etc. The activities of women and children in this village are very interesting and enjoyable. Women typically look for chili, shellfish and other forms of sea animals when the sea recedes and then prepare them as a meal. In the meantime, children at low tide play soccer on the sand in the middle of the sea (local name kukup). Some of the youth are going to play volleyball in the afternoon. While we were in Diponggo, we also took part in the events of the Diponggo culture. Life in Diponggo Village can be a momentum for visitors who are willing to take a holiday to explore the environment of the village. Tourists who stay at Diponggo may therefore build connections with the local community through their daily activities.
The people of Diponggo are unique because they have their own individuality compared to other villages on the island of Bawean. Among them, the language they use is semi-Javanese.
Language is the legacy of a female scholar who has spread the Islamic teachings of Java, namely Waliyah Siti Zainab. According to local residents, first-time visitors to Diponggo Village will presume that Madurese is the language they use. However, as time passes, tourists can understand the language has a distinct accent from the Madurese language. While not many people know Diponggo, the Diponggo group admits that they are distinct from Madura (Sofyan, 2010).
The Diponggo culture is also renowned for its hospitality and parenthood. Almost all of the inhabitants of this village have family relations so that, if there is activity, they are always united. The Diponggo group is very religious in nature since most of them come from an Islamic boarding house/pesantren background. This can also act as a reference for people to
continue to exercise the values of local wisdom and tradition and will not be easily compromised by outside factors. Diponggo is a village that is popular for having no telephone or internet networks on their SIM cards. Residents must go to the next village or in the middle of the sea at low tide to get the internet network on their phone card. However, the lack of a telephone network in this village should not be interpreted negatively, but rather gives a positive message, i.e. showing the essence of the village and building good community cohesion. Family and community ties will be more serious. This is illustrated by the many group events that often work together, such as reciting, searching for WiFi in neighbors, gathering in dhurung, and sharing knowledge. It is therefore not surprising that almost every house in this village has a WiFi link built to meet their connectivity needs. As a result, contact between tourists and local communities will increase. Thus, there is a relationship of connection that can give tourists insight.
When it was late at night, if there were no group events such as recitation or tahlil, we and the residents could sit in a kukup or dhurung enjoying the peaceful and dark atmosphere of Diponggo while watching the twinkling stars. The whole village road would look dark since only one or two lights are switched on. The atmosphere of the village will be more pronounced.
Under these conditions, it is presumed that the visitors who visit will still have to retain the traditions and norms of the current community.
In general, if viewed from a cultural and social point of view, they are genuinely happy to welcome visitors. The Diponggo group also includes outsiders in their activities because they are happy when people visit their villages. Especially if it coincides with a great day or a significant day, such as the cleaning of the village, after their community service, they will pray together as a form of thankfulness to God for the rice harvest and continue to eat together.
Newcomers would be considered to be their own kin. So that later, the visitors who come will be able to feel family relations and acquire new knowledge of culture and activities in Diponggo. The relationship between visitors and local communities is not only about guests and hosts, but about the family. They're supposed to have a unique story.
3) Facilities branding
The tourist buffer zone will offer local benefits to the communities involved in the provision of tourism facilities to participate (Ginting & Sasmita, 2018; Mandic et al., 2018). As a branding feature in the growth of tourist destinations in Diponggo, the community service team prepares facilities for visitors, including the following facilities and infrastructure:
a. Homestay is a tourism support instrument launched by a service team that aims to support the accommodation of international and local visitors. Based on the results of surveys and interviews, local homestays or inns are rarely available in Bawean, taking into account the numerous tourism potentials available. Given the large number of residents' homes whose owners have gone overseas and are left vacant without tenants, the community service team took the opportunity to use empty homes for homestays.
The initial goal of creating this local homestay was to allow tourists to mingle with the life of the people of the Diponggo Village. After performing an interior survey and consulting with the house keeper, three houses are ready to be used according to household specifications. Based on the outcome of the discussions between the community service team and the residents, the three homestays were called Pondok Kenanga, Pondok Bunga Menur, Pondok Bunga Tanjung. There is no question that the presence of this homestay would increase the source of the residents' economy so that it will always have a positive impact. In the meantime, it's very convenient and
inexpensive to remain in this village because a sign has been placed in front of the building.
b. Ojek or transport service: public transport on the island of Bawean is still insufficient, so it will be difficult for visitors to decide their journey if they do not have friends or relatives there. Diponggo will also provide transport facilities, such as motorcycle taxi, motorbike/car rental and boat rental. As a result, visitors would not be confused about traveling to tourist destinations.
c. Tour guides: Good visitors are those who do not insulate themselves in tourist attractions. Tours should include local residents to accompany and direct their journey while exploring the history of each location. Since each tourist area has its own past and charm, so as to avoid unnecessary items, it encourages residents to become tour guides. The community service team has also trained the people of Diponggo to be able to become tour guides to explore Bawean. International visitors do also not have to worry because in Diponggo, many people will speak foreign languages because of their work experience as crew members/migrating abroad.
4) Culinary and food souvenirs
Souvenirs and food are essential things on the journey. Tourist souvenirs are an essential element of travel for most people, particularly cultural tourists, and their products can be considered as important tourism assets in the region. Food is an integral part of travel experience, but it is also (increasingly) an object of primary or secondary interest to travelers (Buczkowska, 2014; Lin, 2017; Medeiros et al., 2017). Branding is extremely significant in the supply of tourism items (Zebua, 2016). One of them is food items specializing in Bawean as souvenirs for visitors. Diponggo Village's top items are fish crackers and dodol Ponggo.
Besides Bawean, the marketing of this commodity has also penetrated overseas. The explanation is that these food items have been indirectly marketed by the male population on Bawean Island who work to migrate abroad.
The production of fish crackers and dodol ponggo is in the house. In fact, according to information circulating, almost all Diponggo residents can make these food products. In the past, this food was always something to bring when they wanted to get out of town. But now, this habit has begun to decline as the price of staple food, dodol ponggo, has risen. In addition, its regeneration has also declined, with some people now opting to purchase or order. Now, only a few people remain steadfast in their business of making crackers and dodol ponggo to be sold to souvenir shops. These people are members of the SME Company Community under the auspices of the Village-Owned Enterprise (BUMDes). The presence of this community plays an important role in contributing to the typical food souvenirs of Bawean, particularly Diponggo.
In addition to processed products, the manufacturing of such food products has the potential to draw visitors. Tourists who stay in Diponggo will learn how to make dodol ponggo and fish crackers in the residents' homes, which can then be taken home as souvenirs. They just pay money to buy the products that are then processed along with the people. This is so that not only do visitors appreciate food, but they also know the process of making it themselves. So, when the visitors come home, they're going to have a different experience. They will tell the people around them about fish crackers and dodol ponggo food items so that they indirectly help to promote the Diponggo Village as an alternative destination on Bawean Island through these special foods. In addition to the seafood that culinary lovers will appreciate, the
traditional Diponggo food is sok-sok rice, cengkarak rice, amel-amel fish, pencek, credok, pempek. Tourists visiting Diponggo can try to taste the food while staying at home with the food packages as desired.
5) Organization branding
Based on surveys and interviews, Pokdarwis was formed in the Diponggo Village in 2015, but the formation was written only in the organizational framework. Implementation has not yet been able to run due to a variety of obstacles. Whereas in the management and life of tourism branding, Diponggo Village would be more successful as an alternative destination if there are pioneers as a generator of public knowledge of tourism. As a result, the Community Service Team has initiated the creation of a Pokdarwis or Group Tourism Awareness Group as a leader in the growth and development of tourism potential in Diponggo. This community includes young people and Diponggo residents who are volunteers and who are involved in developing the potential for tourism in the village. Symbolically, this Pokdarwis was inaugurated at Tanjung Tutup on Thursday, July 25, 2019 by the head of the Diponggo Village, reaching Kentongan and Gendang together. This organization is called "Pokdarwis Gading" the name of Gading itself is taken from a local language that cannot be distinguished from the past of Diponggo. Gading shows that Pokdarwi's success must be Guyub, Aspirational, Creative, Inventive, Nationalist, and Gagah (Brave).
Figure 6: Pokdarwis Gading logo
The community service team has also developed the Pokdarwis logo (Figure 6). The essence of this logo is to describe the life of the Dipong culture. The shape of the logo depicts the sea- side landscape of the Diponggo Village, flanked by two headlands, namely Tanjung Menangis and Tanjung Tutup. Then, the light green leaf image shows that Diponggo Village is very important for promoting and encouraging tourism on the island of Bawean. Light blue and dark blue colors in the writings of Pokdarwis Gading are like colors in the depths of the sea, which means that while each member has different characteristics, there is still one goal, namely to promote tourism in Diponggo.
After the establishment of this Pokdarwis, it is expected that it will be able to become a bridge to solve problems in the village and facilitate the needs of tourists while exploring Bawean in Diponggo. The following is the division of the work desk for each sector of the Pokdarwis Gading system so that it can be properly carried out to make Diponggo an alternative destination, namely:
a. Documentation and publication: This sector is extremely relevant to the broader community in terms of its position in Diponggo marketing. They must offer the impression that they are interested in the tourism product to be promoted. They also design, maintain social media accounts and photography.
b. Homestay; this area is responsible for handling the homestay, maintaining and funding the homestay facilities.
c. Guided and regional potential; this area is planned to assist visitors visiting and to provide knowledge of both history and tourism potential.
After the framework was created, Pokdarwis provided assistance and training per sector related to tourism management in Diponggo. Training involves graphic design, development of social media accounts, selection of uploaded content and standardization of homestays. After training, repairs and plans for tourist sites or homestays will take place. At present, Pokdarwis Gading of Diponggo service can be reached via Instagram: gadingpokdarwis (Figure 7).
Figure 7: Pokdarwis Gading's Instagram Social Media
Online and offline branding media
The media in the branding of the Diponggo Village as an alternative destination is extremely significant for promotion purposes. If the media used are sponsored and well run on a continuous basis, the Diponggo Village would be known to the broader community. As a result, the presence of Pokdarwis Gading is becoming significant as a driving force and a leader in managing and establishing Diponggo Village tourism as an alternative destination on Bawean Island. Out of the results of the extraction of the branding attributes mentioned above, the efforts of the branding program can be made using online media. The online media used can be used by social media such as village websites, Instagram, Youtube, Facebook and Whatsapp.
Five characteristics of location branding, daily activity, branding, culinary and food souvenirs, and company branding must be included in online branding. It can be disseminated by uploading images, posters or videos accompanied by captions and interesting material, news and documentaries. Any tourism-related performance will be controlled and managed by
Pokdarwis Gading of Diponggo Village in collaboration with the Diponggo Village Government. Thus, after this branding program has been completed, the presence of the Diponggo Village will be recognized to the public through its uniqueness. By this way, this village can become an alternative destination and contribute to the growth of tourism on the island of Bawean.
3. Methodology
This community service project uses the Participatory Rural Appraisal (PRA) approach for qualitative study. Qualitative analysis is used when what is being studied is a group so that we can describe the problem as a whole with a simple definition and the object to be studied is a social and dynamic problem (Sugiyono, 2012). In the meantime, the participatory method is a method that is more geared towards the objectives of the democratic process and a bottom-up approach (Mikkelsen, 2011). This participatory approach is a crucial concept in the event that we explore mediation in social and cultural systems. This method is extremely important when used for empowerment, particularly in the Diponggo region. This project includes not only study but also the involvement of the group in addressing the issues found and offering solutions in the context of program initiation. The participatory rural assessment methodology is very fitting for this project to be carried out (Hudayana et al., 2019; Ling, 2011; Ridwan et al., 2019; Townsley, 1996).
On the basis of surveys and interviews, there are several items that may be of concern in the development of Diponggo as a tourist buffer zone in Bawean, namely (1) there are several potential tourist attractions but not optimally controlled, (2) there is no community tourism management group, (3) there is no public knowledge and concern about the exploitation of potential tourism opportunities, (4) Community and village government support for the growth of tourism is still restricted (5) The Internet network in the village area is very limited (6) There is a lack of awareness on the area and a lack of insight into the potential of the village (7) Tourism facilities and infrastructure are still insufficient (8) Inadequate use of technology to attract tourism.
In order to solve the issue, the community service team, through the Doctor of Service Program-Universitas Brawijaya, launched the Diponggo branding program by leveraging the potential of the village as a tourist buffer zone on Bawean Island. The purpose of this program is to promote the existence of Diponggo. The use of Diponggo branding allows us to explore the potential of tourism with attributes that support branding. It is therefore hoped that the Diponggo Branding program would be able to present a full explanation of the uniqueness of Diponggo according to the actual conditions. To help village branding, various attempts to brand the rural travel industry have been completed. Right now, several initiators of the travel industry are trying to get an image on the network by adding holiday destinations. A brand can be defined as a set of tangible and intangible attributes designed to establish awareness and identity and to grow the credibility of a product, service, person, location or organization, and the purpose of the branding strategy is to create brands that are distinct from competition, thereby reducing the number of alternatives on the market (Almeyda-Ibáñez & George, 2017;
Rossiter, 2014; Sammut-Bonnici, 2015). Branding is a push to give personality to the local and can be used as a method of advancement, so it is sufficient to refer to the brand so that everyone can be zero on one location (Zebua, 2016). This branding effort is extremely suited to the existing zones that can be heard and identified to the entire network.
Deciding the region of this administration is based around the village of Diponggo, as this place is a territory with potential for travel industry items, and the village is purposely situated around other travelers' objections on the island of Bawean. The location of Dipong is at the end of the northern coast of the island and is in the middle of the path around Bawean so that it can be used as a strategic place for tourists to stay. In addition, this village has a range of unique features that deserve to be preferred, namely that the majority of people process food items as traditional Bawean souvenirs, a semi-Javanese language not found in other villages, religious tourism, beach and marine tourism, and the everyday life of people who are very pleasant. In this place, the mobile phone signal is restricted so that tourists can enjoy a quiet and safe holiday in a rural atmosphere.
Data collection in this service operation shall be carried out using the purpose of sampling, i.e.
the data source or sample chosen on the basis of consideration and purpose of the service (Ames et al., 2019; Etikan, 2016; Guarte & Barrios, 2006). Previously, we set out requirements for informants and searched for informants who could represent the data. We do not restrict the number of informants on the basis that they meet the requirements and help research data plus informants. Informants in this service are Head of Diponggo Village, Chairman and members of Pokdarwis (Tourism Awareness Community), Homestay Owners, Tourist Gatekeepers and Bawean Food Product Managers.
Data collected on the basis of (a) observation, namely the conduct of a group behaviour survey, the status of the Diponggo Village area and the identification of possible tourist objects; (b) interviews with key informants and the assistance of open-ended informants; (c) area mapping, carried out to incorporate and improve field data. This mapping is done to explicitly define the condition of the region. Mapping is achieved by walking or riding a motorbike with informants looking around; d) mapping the potential for tourism; (e) the preparation of a branding program based on knowledge and all ideas generated from the conversation are used to explore the qualities of branding that encourage tourism; (f) group counselling, events and socialization services in order to recognize and execute it well; g) Preparation after socialization, the service team will provide assistance to the community in the management of tourism. We also triangulated a variety of informants to gain data validity.
4. Conclusion
The community service team is making a branding effort at this time; the community feels helped to manage the Diponggo Village as a tourist buffer zone on Bawean Island through the Pokdarwis organization. The effects of extracting these branding attributes come from place branding, daily activities, branding, culinary and food souvenirs, and organization branding, while media branding can be achieved online. Branding qualities and branding media are critical to the growth of tourism in the branding program and will continue to be developed to prepare Diponggo tourism on Bawean Island. The goal of the Diponggo branding promotion program is to provide a complete picture and unique impression of Diponggo Village under actual conditions. Therefore, if the group discusses the characteristics of one of the branding attributes, they will concentrate on the Diponggo Village. Once the branding of Dipong has spread widely, it will create tourist attraction and automatically increase the curiosity of tourists to visit. Thus, steadily, through the branding of Diponggo as an alternative destination, tourism on Bawean Island is gradually known by the broader community as the paradise of East Java.
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