Increasing Globalization Business and Ecotourism Branding on the Beach of Delegan, Gresik, East Java

Developing and managing ecotourism is an effort to utilize local resources optimally. Delegan Beach in Gresik, East Java, is an area for the management and development of ecotourism. This study aims to determine the potential resources in the Delegan beach tourism object using the Analysis Hierarchy Process (AHP) method. Based on the analysis, Delegan Beach has potential ecotourism because of the sloping beach topography, calm waves, and white sand. However, the development of Dalegan Beach as ecotourism has several obstacles, including the lack of supporting infrastructure for tourist attractions, cooperation between village communities and local governments, and poor management so that ecotourism development has not been maximized. The main priority of the policy regarding management studies and the potential of the Gresik coastal area, according to stakeholder perceptions, is the empowerment of human resources 51%, then followed by the development of tourism branding by 26% as the second priority, followed by the development of tourist destinations by 16%, and the last is ecotourism-based management. by 8%. The study’s results also show that the determinants of the development of the Delegan Beach tourism area influence the forms of participation carried out by the local community. The resulting development directions include utilizing various resources, developing facilities as community business opportunities, empowering community skills, increasing area promotion, and efforts to preserve the environment.


Introduction
The influence of the role of globalization in the business world in any field feels very massive, including in the economic field.Increasing the speed of information also increases the speed of transportation in the world economy, namely in increasing the speed of transportation of goods and services.When talking about tourism services, it cannot be separated from beach and sea tourism.Even beach and sea tourism development is environmentally sound [1][2][3][4].ISOCEEN The beach is dynamic because it is a meeting place and interaction between land, sea and air [5][6][7][8].These dynamic conditions make coastal areas vulnerable to coastal damage, namely erosion, sedimentation, abrasion and shoreline retreat [9][10][11][12][13][14][15][16]-many efforts to protect the coast naturally and with artificial structures.Coastal protection can naturally be done with mangrove and bamboo plants [2,4,17].Another way is to build coastal structures, namely fixed breakwaters [18][19][20][21][22][23][24] and floating breakwaters [25][26][27][28][29][30][31][32].The vast coastal area has a role as a potential resource which is an essential source of income for both the region and the country.The beach undergoes different adjustments every year due to natural factors.Almost all parts of the coastline in Indonesia have the potential to be developed, including the potential for fisheries, tourism, plantations and other potentials.However, this will increase the need for land and other infrastructure so new problems will arise in coastal areas.In this new normal era, the tourism sector is still trying to recover due to the COVID-19 pandemic, which has required the tourism sector to stop entirely for a while.People prefer to be in places away from crowds to avoid spreading the virus.
Coastal ecotourism is an approach to tourism development that aims to maintain biodiversity, preserve local culture, and improve the welfare of local communities [33].In the context of developing the Delegan Gresik beach ecotourism, an in-depth understanding of the principles, strategies, and practices relevant to sustainable tourism management is required.The research conducted [3] identified several strategies for developing Delegans Gresik beach ecotourism.The management that has been carried out includes; empowering human resources, developing tourist destinations, tourism marketing, and developing the investment industry.Development efforts that have not been carried out in detail include; increasing accessibility, conserving biodiversity, and improving the skills of local communities.This effort aims to take concrete steps to balance the utilization of coastal natural resources.This condition is carried out while still paying attention to environmental sustainability and obtaining sustainable economic benefits, especially for the people around Delegan Beach.The ecotourism potential of Delegan Beach as a tourist attraction in Gresik includes the natural beauty, biodiversity, and cultural richness of Delegan Beach, which are essential factors in developing ecotourism.This potential creates opportunities to attract tourists and boost the local economy through sustainable tourism activities.Therefore, the importance of management in developing Delegan Gresik Beach ecotourism.
Effective management involves good planning, careful management of natural resources, close supervision, and community participation.In this context, good management will help ensure the sustainability of Delegan Beach ecotourism by maintaining a balance between economic, social, and environmental interests.Effective management also involves developing policies, working with stakeholders, and using appropriate technology to enhance the visitor experience.As a result, the ecotourism potential of Delegan Gresik Beach can be utilized as a source of developing local community economic income and a means of preserving and promoting existing natural and cultural wealth.
Delegan Beach is one of the tourism potentials in Gresik Regency, which is the area of this research.Figure 1 gives the research location.Delegan Beach has white sand with calm waves, so this beach has charm for tourists.To be precise, this beach is located in the waters of the Java Sea in the north of Gresik Regency.The distance from the city center of Gresik is approximately 53 km, with a distance of 1.5 hours by car.Access to this beach is quite good if we depart from downtown Gresik, can take directions to Sidayu through the Panceng teak forest, can follow signs to the beach area.
First, this study aims to identify important factors that influence the development of Delegan Beach ecotourism, including environmental challenges, financial sustainability, community participation, and effective management.Second, analyze the efforts that have been made in managing coastal ecotourism.Third, provide recommendations for further sustainability improvements in the future.Therefore, through this research, it is hoped that valuable solutions and recommendations can be found to develop Delegan Beach ecotourism and its surroundings.Thus, this research is expected to make a real contribution to environmental preservation, empowering local communities and improving the quality of the tourist experience on Delegans Beach.
Natural Resources Delegan Beach is one of the main assets in developing ecotourism.These resources include beautiful coral reefs, ecologically important seagrass beds, and abundant biodiversity around the coast [3] [33].Tourism is a continuous process activity that has an impact, so there must be efforts to prevent or reduce risks in tourism activity.Then efforts are made to increase and utilize the potential based on the results of field observations and surveys.This research method uses the Analytical Hierarchy Process (AHP), where data collection is obtained through field surveys, interviews with local stakeholders, and direct observation of the condition of Delegan Beach.Secondary data, such as government reports and related documents, are also used to support analysis and draw conclusions.

Methods
As mentioned in the introduction, this study uses the AHP method with more detailed specifications compared to previous research by Ikhwani et al [3,33].Questionnaire data obtained from respondents is processed through software expert choice to determine logical priorities and consistency.The most important thing is the calculation of weights on each of the necessary criteria.The steps performed in the AHP method are as follows: a) Define the problem and determine the desired alternative solution.b) Create a diagram of the hierarchical structure that begins with the primary goal.c) Determine priorities on each criterion and alternative solutions that are carried out in pairs.The equation of the solving matrix calculates the weight and priority.This equation is used in the calculation of the geometric mean as follows.
With aw = combined assessment, a1 = 1st respondent assessment, and n = number of respondents.Pairwise comparisons start from the highest level of the hierarchy, where subjects or actors are used as a basis for making comparisons.The form of the pairwise comparison matrix is given in Table 1.d) Measure Consistency Consistency has 2 (two) meanings, first objects that are similar and grouped according to uniformity and relevance.Secondly, the degree of relationship between objects is based on specific criteria.Consistency is measured by calculating the consistency index and ratio using the following formula. = ( max −)/ (2) With CR = consistency ratio, CI = consistency index, and IR = index random consistency.The random index value expresses the magnitude of the consistency of the reciprocal matrix that appears randomly on a scale of 1-7 and vice versa.Saaty [34] states that when random indices are expressed in matrices of order 1-10.Table 2 provides a random Index.The data judgment assessment must be corrected if the consistency index value exceeds 10%.However, if the Consistency Ratio is ≤ 0.1, the calculation results can be declared correct [35].Furthermore, the interview method has been conducted to explore all potential information, problems, aspirations, and needs of the community and other stakeholders.Interviews were also conducted to communicate alternative strategies from this study by considering the conditions of the research site.

Respondents Based on Perpetrators
Based on the results of a survey of actors participating in the management of the Delegans Gresik coastal area and stakeholders, it was determined that there were 30 respondents.The distribution of respondents was in the form of 20 local people (66.67%), the village government represented by the person in charge of the beach officers 2 people (6.67%), the beach manager Delegans 3 people (10%), and the tourists 5 people (16.67%).Figure 2 gives an idea of the distribution of perpetrators.As the primary user of marine resources, the surrounding community gets the largest percentage considering the success of the development of an area is influenced by community participation.

Respondents by Education and Employment Level
After the identification process of respondents based on the questionnaires distributed, it is known that the composition of respondents is based on education level, namely the distribution of education-based respondents.It is known that respondents are at the level of education the level; Bachelor (S1) 3 people (10%), Senior High School (SMA) 15 people (50%), Junior High School (SMP) education level 5 people (16.67%), and for elementary school level 7 people (23.33%).The job-based respondents only include traders 66.67% and others 33.33%.

The Process of Formulating the Ecotourism Development Strategy of Delegan Beach
The Analytical Hierarchy Process (AHP) structuring process begins with defining the problem or problem.Then decompose the problem by changing it into smaller components so that they cannot be separated into smaller ones.The next step in AHP is to determine its hierarchical structure.Figure 2 provides a hierarchical structure of the AHP diagram.The existence of a hierarchy allows solving complex or unstructured problems into sub-sub-problems.Then arrange it into a form of hierarchy.Namely, there are four levels or levels (hierarchy): goals, potentials, criteria, and alternative solutions.

Figure 2. AHP Diagram
The first level of ecotourism development of Delegan Beach is goal setting and is related to the aspirations desired by all stakeholders.The goal is to obtain a Delegan Beach ecotourism development strategy following the actors, aspects, and alternative strategies.Based on the questionnaire data processing results, a paired comparison value is obtained, and a geometric average is generated.These results are then processed to produce priority factors.
Based on the calculation results, it was found that human resources occupy the priority in ecotourism development by 58.9%.Natural resources followed it at 22.3%, economy at 12.5%, and infrastructure at 6.3%.Table 3 provides Priority Values Based on Ecotourism Development Aspects.The consistency ratio value is 0.09, meaning that the opinions given by respondents have been consistent because the CR value still meets the requirements, namely CR = 0.1.The magnitude of the priority value of human resources shows that almost all respondents want human resources should be paid more attention to or prioritized to be improved in each of these coastal ecotourism developments.The high quality of human resources is an essential aspect in supporting the development of ecotourism.The public expects increased knowledge of various things recommended and prohibited in coastal areas to develop Delegan Beach ecotourism.From the results of the recapitulation of respondents' perceptions, the priority of management policies and the potential of this coastal area is the strategy of empowering human resources (human resources) by 51%.It was followed by developing tourist destination branding at 26%, tourist destinations at 16%, and ecotourism-based management at 8%.Table 4 provides priority vector results from the recapitulation of respondents' perceptions.Stakeholders agreed that in developing Delegan Beach ecotourism, there should be assistance and provision of human resources first.In addition, there is also a need for cooperation between the government as a policyholder and the community as the subject of managing the potential and natural resources.Starting from planning to evaluating management so that 6 beach tourism can continue growing during tourism competition in East Java, especially in Indonesia and the World.A comparison of AHP results and manual calculations shows a minimal average error of less than 0.1%.This minimal error means that the results of the AHP analysis are very reliable with the standard reference manual calculation using the formula provided.Figure 3 gives the results of such a comparison.HR showed a figure of 58.9% in manual calculations, while in Software Expert Choice calculations, it was 61%, a difference of 2.1%.SDA shows a figure of 22.3% of manual mass while Software Expert Choice is 21.5%, a difference of 0.8%.On infrastructure, it showed a 6.3% and 5.3% difference, a difference of 1%.In economics, 12.5% and 11.9%, the difference is 0.6%.Some aspects that become criteria in the development of Delegan Beach ecotourism are all towards improving the quality of human resources through formal and informal education and improving people's skills to create crafts that characterize this area.Refers to the results of AHP that the main priority of developing coastal ecotourism, according to respondents, is the empowerment of human resources first.

Discussion
In this coastal ecotourism development strategy, a collaboration between several elements is highly recommended from secondary data studies, primary or survey data, interviews, and AHP results.Indonesia has policies and regulations that define collaborative management.This condition is contained in the Regulation of the Minister of Forestry No. P19 / Menhut-II / 2004 concerning collaboration in developing Nature Reserve Areas (KSA) and Nature Conservation Areas (KPA).Collaboration is defined as the implementation of an activity or handling a problem to help improve the effectiveness of developing and managing a conservation area jointly and synergistically.This collaboration is carried out by the parties based on mutual understanding and agreement following applicable laws and regulations.The critical word stated in the paper's title in this study is the desire of researchers to concentrate on efforts to improve branding and globalization.It is highly recommended for branding interests to arrange internal aspects, namely the optimization of the five potentials owned.Globalization aims to collaborate with relevant stakeholders to expose to the outside world, for example, by creating a contemporary website.This condition can be done by creating a site containing content that attracts potential visitors domestically and internationally.
Concerning the priorities generated by AHP, the idea of branding and globalization is recommended to prioritize improving the quality of human resources by including other potentials.For example, with the increase in the quality of human resources, the physical appearance and service of this beach tourist attraction look upgraded at a higher level and can even skyrocket by having specific new icons.Thus, the purpose of branding and globalization can be realized so that, in the end, it can improve the welfare of the surrounding community and, generally, Gresik.

Conclusion
In addition to the tremendous human resource potential in the coastal area, Delegan Gresik is a natural beauty with the uniqueness of white sand.The surrounding community has taken the initiative to provide facilities for providing food, beverages, and unique souvenirs from Gresik.This beach also has paved road access, other tourist facilities, and good government support.The results of the Analytical Hierarchy Process (AHP) method provide that the priority order of this coastal ecotourism development policy is; HR empowerment at 51%, branding development at 26%, tourism destination development at 16%, and ecotourism-based management at 8%.Associated with the brand and globalization of Delegan Beach, the recommended ecotourism development strategy directions include; Upgrading the tourism promotion system through the Internet network, developing facilities or facilities for tourist destinations, and ecotourism-based management.It is hoped that the direction of the strategy can help increase the attractiveness of domestic and international tourists globally, as well as the development of Delegan Beach's ecotourism potential in a sustainable manner.

Figure 1 .
Figure 1.Research location at Delagan Beach

Figure 3 .
Figure 3.Comparison of manual calculation results with expert choice software3.4Ecotourism Development Strategy of Delegan BeachDelegan Gresik Beach refers to all survey data in this study to prepare and determine the ecotourism development strategy, data of secondary, primary interview and questionnaire data, and AHP results to obtain the goals and results to be achieved.Some aspects that need to be considered in preparing this coastal ecotourism development plan are as follows: a. Results of Secondary and Primary Data Studies: From the results of this study, it is known that Delegans Village has the potential that be developed, namely:a.Considerable human resource potential b.Tourism potential from the beauty of the surrounding environmental conditions c. Support from the Gresik Regency Government

Figure 4 .
Figure 4. Potential and crowds captured in the condition and situation of Delegan Gresik-East Java beach tourism objects, Indonesia

Table 2 Random
[34]x for Each Order of Matrix[34]

Table 3 .
Priority Values Based on Ecotourism Development Aspects

Table 4 .
Priority Vactor Results from Respondent Perception Recapitulation Results