The Beauty of the Sumberawan Folklore in the Village of Toyomarto Indonesia as Tourism Branding

. Indonesia has a lot of folklore, including in the village of Toyomarto. Folklore can become oral history in a local society because it is able to record events that occurred in the past. Through folklore, this history is communicated from one generation to another. Over time, the function of folklore has also changed. However, the spirit in folklore can still be revived in various ways. The beauty of folklore and the beauty of the local community in communicating the memories of the times can be transformed into other media according to the demand of times. This transformation can be used as a tourism branding strategy. Toyomarto Village has a potential to become a natural as well as cultural tourism destination. The focus of the discussion in this article is (1) folklore in Toyomarto Village related to Sumberawan water sources and (2) folklore-based tourism branding. The results showed a wide variety of folklore variations that can complement previous research. The beauty of the folklore narrative can be used for tourism branding.