THE ROLE OF THE GOVERNMENT AND TOURISM BUREAU IN DEVELOPING TOURIST ATTRACTION IMAGES IN TABANAN REGENCY

In accordance with the mandate of Law No. 10 of 2009 concerning Tourism stated that tourism development requires the participation of all interested parties, starting from the role of the government, the private sector, the community and also universities. The development of the tourism industry will be even better if all the components of tourism are synergized to develop tourism destinations and also tourist attractions. The government has an important role as a regulator in the development of destinations and tourist attractions. In addition, the Travel Bureau as an ambassador of the nation also plays an important role in attracting tourist visits as well as playing a role in building the image of the tourist attraction itself. The Travel Bureau acts as a mediation between tourists and tourist attractions in Bali. This is evidenced by the still many tourists who use the Travel Bureau (BPW) compared to taking care of their own tourist trips to Bali. This study aims to determine the role of the government and the Tourism Travel Bureau (BPW) in developing the image of tourist attractions in Tabanan Regency. This study uses a qualitative research design, which describes the role of government and BPW in Tabanan Regency. The location of the study is in Tabanan Regency, especially in the main tourist attractions, namely Tanah Lot, Bedugul Botanical Garden, Ulun Danu, and the Kedaton base. To find out the image of tourist attraction in the eyes of tourists, a focus group discussion (FGD) was conducted with the Bali BPW Association and the Hotel and Restaurant Association (PHRI) of BPC Tabanan, the tourism attraction association (GAHAWISRI), and the Tabanan Regency Tourism Office and the tourism education institutions in Bali . Besides FGD activities, a field survey was also conducted to determine the condition of tourist attractions and to conduct interviews with several foreign and domestic tourists. Data analysis using descriptive qualitative analysis using indicators of tourist attraction models Echtner and Ritchie (2003) and Mill and Morrison (2009).

Keywords: Role, Government, Travel Bureau, Image, Travel Attractions, Tabanan