Traditional Community Value as Significant Aspect of Rural Tourism Sustainability in Daerah Istimewa Yogyakarta, Indonesia

Many rural areas in Yogyakarta have been transformed as tourism village. Some of them developed very well, while others did not reach. This study aims to assess the way of rural tourism transformation, focusing in the community value as the important aspect to sustain its traditional milieu. Two rural areas within Daerah Istimewa Yogyakarta were taken as case studies to further refine the result. The villages of Brayut and Pentingsari represent two successful rural case experiences with different potential tourist attractions. Qualitative empirical research approach was applied to explore the transformation process using the in-depth interview and observation. The study found the contradiction in the Javanese value such as avoiding conflict that had a good impact on the decision-making process to be the rural tourism, but it could be an obstacle to preserve their culture identity if there is indifference toward the sustainability of their assets. The implications of these findings are enriching theoretical understanding in the way to solve the contradiction within community values.