STRATEGI PENGEMBANGAN DESA WISATA BUGBUG KECAMATAN KARANGASEM KABUPATEN KARANGASEM PROVINSI BALI

ABSTRAK
STRATEGI PENGEMBANGAN DESA WISATA BUGBUG KECAMATAN KARANGASEM KABUPATEN KARANGASEM PROVINSI BALI
Desa Bugbug merupakan salah satu desa wisata yang berada di Kecamatan Karangasem, Kabupaten Karangasem, Provinsi Bali. Desa Bugbug memiliki potensi wisata berupa potensi alam, potensi budaya, dan potensi buatan yang dapat menarik minat wisatawan untuk berkunjung. Namun, pada proses pengembangannya Desa Bugbug banyak menghadapi permasalahan baik secara internal maupun eksternal. Berdasarkan latar belakang tersebut, maka permasalahan yang dikaji dalam penelitian ini yaitu : 1) Apakah potensi wisata yang dimiliki Desa Bugbug sebagai desa wisata di Kecamatan Karangasem Kabupaten Karangasem Bali?, 2) Bagaimanakah kekuatan, kelemahan, peluang, dan ancaman yang dihadapi Desa Bugbug sebagai desa wisata di Kecamatan Karangasem Kabupaten Karangasem Bali?, dan 3) Bagaimanakah strategi pengembangan Desa Bugbug sebagai desa wisata Kecamatan Karangasem Kabupaten Karangasem Bali? Tujuan penelitian ini adalah untuk mengetahui potensi wisata Desa Bugbug, kekuatan, kelemahan, peluang dan ancaman Desa Bugbug sebagai desa wisata, dan menentukan strategi untuk pengembangan Desa Bugbug sebagai desa wisata.
Penelitian ini merupakan penelitian kualitatif dengan menggunakan teori pengembangan pariwisata dan teori perencanaan. Data yang dikumpulkan melalui observasi, wawancara, kuesioner, dokumentasi dan studi kepustakaan. Kemudian data dianalisis dengan pendekatan deskriptif kualitatif, matriks IFAS dan matriks EFAS serta analisis SWOT.
Hasil penelitian menunjukkan Desa Bugbug sebagai desa wisata memiliki potensi alam seperti Pantai Virgin, Pantai Candidasa, Bukit Gumang, dan Pengalapan sebagai wisata pertanian (agrowisata), potensi budaya seperti tradisi tatebahan, usaba gumang, dan kesenian, potensi buatan seperti Taman Harmoni Bali Bukit Asah sebagai tempat camping. Dari potensi tersebut, maka dijabarkan kekuatan, kelemahan, peluang dan ancaman sebagai faktor pendukung dan faktor penghambat dalam pengembangan Desa Bugbug sebagai desa wisata melalui matriks IFAS dan matriks EFAS. Berdasarkan hasil analisis matriks internal eksternal (IE) menunjukkan bahwa pengembangan Desa Bugbug berada pada sel V yaitu memelihara dan mempertahankan dengan total nilai IFE 2,857 dan total nilai EFE 2,601 Strategi umum meliputi menjaga dan melestarikan sumber daya alam, membina sumber daya manusia, penetrasi pasar dan pengembangan produk. Pada analisis SWOT menghasilkan empat strategi alternatif yaitu strategi SO meliputi pengoptimalan potensi wisata Desa Bugbug, pemertahanan kualitas pelayanan, dan menambah lapangan pekerjaan di sektor pariwisata, strategi ST meliputi penentuan ikon produk pariwisata, strategi WO meliputi penambahan fasilitas pendukung dan penambahan pusat informasi dan strategi WT meliputi peningkatan sumber daya manusia dan penambahan akses internet.
Kata Kunci : Strategi Pengembangan, Desa Wisata.
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ABSTRACT
DEVELOPMENT STRATEGY OF BUGBUG TOURISM VILLAGE KARANGASEM DISTRICT KARANGASEM DISTRICT BALI PROVINCE
Bugbug Village is one of the tourist villages in Karangasem District, Karangasem Regency, Bali Province. Bugbug Village has tourism potential in the form of natural potential, cultural potential, and artificial potential that can attract tourists to visit. However, in the development process Bugbug Village faced many problems both internally and externally. Based on this background, the problems examined in this study are: 1) What is the tourism potential of Bugbug Village as a tourist village in Karangasem District, Karangasem Regency, Bali?, 2) How are the strength, weaknesses, opportunities, and threats faced by Bugbug Village as a tourism village in Karangasem District Karangasem Regency Bali ?, and 3) How to develop the strategy of Bugbug Village as a tourist village in Karangasem District Karangasem Regency Bali? The purpose of this research is to determine the tourism potential of Bugbug Village, the strengths, weaknesses, opportunities and threat of Bugbug Village as a tourist village and determine a strategy for developing Bugbug Village as a tourist village.
This research is qualitative research using the tourism development theory and planning theory. Data collected through observation, interview, questionnaire, documentation and literature study. Then the data were analyzed using a qualitative descriptive approach, IFAS matrix and EFAS matrix and the SWOT analysis.
The results of the research show that Bugbug Village as a tourism village has natural potential such as Virgin Beach, Candidasa Beach, Bukit Gumang, and Pengalapan as potential agricultural tourism (agro-tourism), cultural potential such as tatebahan tradition, usaba gumang, and art, artificial potential such as Taman Harmoni Bali Bukit Asah as a place for camping. From this potential, it can be explained the strength, weaknesses, opportunities and threats as supporting factors and obstacles factors in the development strategy of Bugbug Village as a tourism village through the IFAS matrix and EFAS matrix. Based on the results of the analysis of the internal external matrix (IE), it shows that the development strategy of Bugbug Village on cell V is maintained with a total value of IFE is 2,857 and total value of EFE is 2,601. Grand strategy involves of maintaining and preserving natural resources, fostering human resources, market penetration and product development. The SWOT analysis got four alternative strategies is the SO strategy that is optimizing the tourism potential of Bugbug Village, maintaining service quality, and increasing employment in the tourism sector, ST strategy that is determining tourism product icon, WO strategy that is additional supporting facilities and addition of tourism information center and WT strategy that is increasing human resources and increasing internet.
Keywords : Development Strategy, Tourism Village