Article Type: Research Article Article Citation: I Putu Susila, I
Ketut Sumantra, A.A Sudiana, and Ni Putu Pandawani.
(2021). TOURISM VILLAGE DEVELOPMENT STRATEGY BASED ON LOCAL RESOURCES IN AYUNAN
VILLAGE, ABIANSEMAL DISTRICT, BADUNG REGENCY. International Journal of Research
-GRANTHAALAYAH, 9(2), 108-119. https://doi.org/10.29121/granthaalayah.v9.i2.2021.3432 Received Date: 04 January 2021 Accepted Date: 25 February 2021
Keywords: Development
Strategy QSPM Analysis Tourism Local Resources Ayunan Village has a variety of tourism potentials, which are worthy of being developed as an attractive tourist destination in the future. To achieve this, an appropriate management strategy is needed to develop the tourist area of the Ayunan village. The objective of this research was: 1) Exploring and assessing local resources in Ayunan village, 2) Identify and analyze community perceptions about the development of tourist villages, 3) Formulating a local resource-based tourism village development strategy. The research method was used observation, interviews, and questionnaires. SWOT analysis is used to determine the tourism village development strategy and Quantitative Strategic Planning Matrix (QSPM) analysis was used to rank development priorities. There are eight alternative strategies to develop Ayunan village as a tourist destination: a) Destination planning, b) Development of tourist attractions, c) Development of tourist facilities, d) Travel promotion or marketing, e) Community approach, f) Mapping tourism potential, g) Establishment of Tourism village community groups, h) Increase in human resources. The priority strategies base on QSPM analysis were: rank 1st was marketing or promoting. The Rank 2st Approach to the community to participate in supporting the development of tourism villages. Rank 3st Planning tourist destinations and rank 4th were increasing human resources.
1. INTRODUCTIONTourism is Bali's leading sector. This sector occupies a very strategic position in determining economic growth (Puspitadewi and Rahayu, 2018). On the other hand, even though tourism has been recognized as a stimulator to drive the economy, mass tourism also hides several things that are rarely disclosed and calculated so that it is very difficult to trace their role or disadvantage (Arida, 2009). The reduction in paddy fields and at the same time influencing the existence of Subak (irrigation system for paddy fields on Bali island) is a side effect (Windia, 2013), as well as indirectly affecting food availability (Andayani et.al., 2018) and decreasing biodiversity (Primdahl et al., 2013). Realizing this fact, many countries that rely on the tourism sector have begun to look at tourism development that is small in terms of quantity but has good quality in terms of local communities and terms of tourists because it is based on local resources (Sati, 2018). The development of a tourist village based on local resources is in line with the three principles of sustainable tourism development developed by the World Tourism Organization (WTO) namely: ecological sustainability, socio-cultural continuity, and economic sustainability, both for current and future generations (Suwena, 2010; Maheswari and Sariani, 2019), thus the need for the development of a local resource-based tourism village in the Ayunan village to create a sustainable tourism village, can improve the economic welfare of local communities and also to protect, maintain and preserve local wisdom (Ruzic and Sutic, 2014; Wismayani et.al., 2019; Anggun et.al., 2019). Tourism is considered as an alternative in the economic sector to accelerate poverty reduction in Indonesia and it is believed not only to be able to become a mainstay sector in the effort to increase the country's foreign exchange but also able to alleviate poverty (Yoeti, 2008; Raju et al., 2019). This is in line with what is stated in the Law of the Republic of Indonesia No. 10 of 2009 on Tourism, that the implementation of tourism is aimed at increasing national income in the framework (a) Increase the welfare and prosperity of the people. (b) Expanding and equalizing business and employment opportunities. (c) Encouraging regional development. (d) Introducing and utilizing tourist objects and attractions in Indonesia. (e) Fostering love for the country and (f) Strengthening friendship between nations. A tourist attraction is everything unique, beautiful, and values in the form of the diversity of natural resources, culture, and man-made products that are the target or purpose of tourist visits. Development strategies through tourism components such as accessibility, accommodation, attraction, activities, and what is known as the 5A concept and the ultimate goal of achieving effective tourism development goals with the condition of developing quality products and services according to the timeframe, namely the short, medium and long term (Mistriani, 2019). Tourist attractions are grouped into three parts, namely: natural tourist attractions, cultural tourism attractions, and artificial tourist attractions. Tourism village development can be done through good promotion, further enhance cooperation with various related parties, conducting education and training programs in the field of tourism and languages for human resources (Astuti, 2017). Tourism development on the island of Bali began in 1980, initiated by several areas such as Kuta, Sanur, Nusa Dua, and Ubud, it continues to expand to other areas to remote villages with the term tourist village. It is evident from the table of the number of foreign tourist visits to Bali by month, from 1982-2019 (BPS, 2019) shows that the number of foreign tourist arrivals in Bali has increased every year with an average growth of 11.22%, with the highest growth rate occurred in 2004 amounting to 48.23%. This is due to the attractiveness of Bali which amazes tourists both because of its culture, customs, diverse arts, and enchanting natural beauty. Ayunan Village is located in Abiansemal District, Badung Regency, precisely between Taman Ayun and Sangeh attractions, which is 20 km from the city of Denpasar, the topography of the flat settlement extends along the main road with a building arrangement based on Balinese architecture (asta kosala kosali) and the downstream part is a rice field area (subak Ayunan) and the upstream part is a plantation (subak Abian) as the main life support for the community. To the west flows the Dangkang river which is a source of irrigation for the subak Ayunan and in the east, the Pendet river flows. The natural conditions are still beautiful, the neatly arranged terraced rice fields are the main attraction. These natural and cultural resources have the potential to be used as natural tourism or ecotourism. The majority of the livelihoods of the Ayunan villagers are agriculture and livestock in a broad sense. This research was conducted to raise the potential of Ayunan village to be developed into a local resource-based tourism village. However, until now, the local resource potential of Ayunan village is unknown. Likewise, how is the community's perception of the development of a tourist village, and what strategies are needed for village development. The purpose of this research was to formulate a development strategy and determine strategic priorities in the development of local resource-based tourism villages in Ayunan Village, Abiansemal District, Badung Regency. 2. MATERIALS AND METHODS
The
research location is in the village of Ayunan, Abiansemal sub-district, Badung
regency which was determined purposively because it is a strategic area located
between tourism villages that have been and are developing. This research was
conducted to explore and study the tourism potential in the Ayunan
village, including community perceptions of the development of tourist
villages, reality conditions in the observed research area are following
existing phenomena and are prepared based on scientific studies, and finally
formulating an alternative strategy. Data collection techniques used were
questionnaires, interviews, observation, literature study, and documentation of
stakeholders and community leaders. The analysis technique used in formulating
a local resource-based tourism village development strategy is a qualitative
descriptive analysis which includes: 1)
Analysis to explore and study local resources in Ayunan
village, Abiansemal district, Badung
regency. This analysis uses the Participatory Rural Appraisal (PRA) method by
involving the local community to determine the potential for tourism by
distributing questionnaires and interviews to community leaders. 2)
Analysis of community perceptions about the development of Ayunan village into a tourist village. In this analysis,
the result is the identification of community perceptions of the development of
Ayunan village into a tourist village based on the
opinions of stakeholders and the community regarding the aspects to be studied.
The method used is the descriptive method with questionnaires and in-depth
interviews with the community. 3)
SWOT analysis in formulating a local resource-based strategy for
village development of Ayunan based on the strengths,
weaknesses, opportunities, and threats that exist in the research area. The
results of the SWOT analysis will formulate an alternative strategy for
developing Ayunan village into a tourist village. 4)
QSPM matrix is used to evaluate and select the best strategy
that best fits the internal and external environment that is owned by the
tourism manager (David 2011). The alternative strategy that has the largest
total value in the QSPM matrix is the best strategy to be applied
to Tourism Village Management. QSPM analysis is the final stage analysis used
in determining the priority choice of marketing strategy. There
are 6 steps to create a matrix QSPM,
namely: 1)
Compile a list of strengths, weaknesses, opportunities, and threats
that are common to the SWOT Matrix. 2)
Give weight to strengths, weaknesses, opportunities, and threats. This
weight is the same as the weights assigned to the IFE and EFE matrices. 3)
Developing alternative strategies to be evaluated. Set the Alternactiveness Scores (AS) ranging from 1 to 4. The value
1 is unattractive, 2 = mildly attractive, 3 = fairly attractive, 4 = very
attractive. 4)
Calculate the total attractiveness value (Total Attractiveness Scores
- TAS), then multiply the weight by the value of attraction (AS). 5)
Calculate the total value of attraction value (STAS). The alternative
strategy that has the greatest total value is the best. 3. RESULTS AND DISCUSSIONS3.1. LOCAL RESOURCES OF THE
VILLAGE OF AYUNAN
Natural potential includes: 1) The
beauty of subak Ayunan with
views of Mount Agung and Mount Batukaru, of 51
respondents 47 or 92.16% of respondents agreed, only 4 or 7.84% of respondents
said they did not agree. At the subak Ayunan, educational tours were also developed, where
tourists could learn to hoe, plow, and plant rice. With a panoramic view of
cool rice fields, it is very suitable for developing eco tracking. 2) Jungle
tracking, 51 or 100% of respondents agree. Along the Munduk
Tebe river from the Bale Subak
to the Subak Ayunan dam,
tourists can enjoy attractions such as face painters, katik
sate craftsmen, Pancoran dedari,
Bukit Buung temple, and other attractions such as
fishing ponds and village reservoirs can be developed. 3) Honey bee farm, 51 or
100% of respondents agree. According to respondents, the development of honey
bee farms needs to be developed from upstream in the form of bee cultivation to
downstream, such as making packaging so that it becomes a special attraction
for tourists and marketing its honey so that it can increase community income
and open new jobs. b) Cultural potential includes 1) Tjok
Agung Tresna Museum, 51 or 100% of respondents
answered agree. In this museum, there are many paintings, sculptures, and
ancient agricultural tools such as tengale, lampit, tulud, and fishing tools
such as bubu, sau, and others. The entrance to the
museum is a very unique kori agung reaching a height
of 20 meters. In the back area, there is a stage for performance events. 2)
Bukit Buung Temple, 51 or 100% of respondents agreed.
This temple is a symbol of the failure of the forest expansion (niskala) because it was caught. This temple is also
believed to be able to ask for healing for fracture sufferers through the
stakeholders at this temple. 3) Pancoran Dedari, 51 or 100% of respondents agreed. This pancoran comes from springs that never dry out during the
long dry season and the water doesn't have much water during the rainy season.
The water remains clear even though there are rice field processing activities
around the Pancoran. This shower water is believed to
cure eye diseases. 4) Making ceremonial offerings by the Serati
Banten group, respondents' answers 43 or 84.71% agree, 8 or 15.69% of
respondents disagree, every banjar in Ayunan village has a group of serati
banten which produces banten
for use during ceremonies at temples and in people's homes. For people who
cannot or do not have time to make offerings, they can order from Serati at various prices depending on the size of the offering.
Making ceremonial offerings by the Serati offerings
to synergize the BUPDA (Badan Usaha Padruen Desa Adat) and the BUMDes. c) Potential crafts include: 1) Painter Group, 51
or 100% of respondents agreed. Painting craftsmen in Banjar Badung
are gathered in the “Dukuh Art Studio”, here there
are several streams of painting, such as face painting and modern art
(abstract, decorative, and others). 2) Wood carving art groups, 51 or 100% of
respondents agree. Every banjar in Ayunan village has a group of wood carving craftsmen,
starting from the carving of the saka, pementang, door, dedeleg, and
others. Especially in the Geriya Banjar, craftsmen
are carving Pratima statues. 3) Melela sand carving
craftsman, 51 or 100% of respondents agree. These craftsmen are centered in
Banjar Ambengan, buildings that use melela sand such as temples, objections, traditional bale
decorations, and bale bandung. This group of melting
sand craftsmen is well known throughout Bali, especially West Bali. Melela sand carving prices vary depending on the quality of
the carving. 4) Katik sate craftsmen group, 51 or
100% of respondents agree. Making katik sate using
machine tools so that it can produce more. The material of the katik sate is bamboo taken from the community's agricultural
products. The marketing of katik sate has spread to
Kalimantan and Lampung. d) Potential local wisdom includes 1) Traditional
institutions/organizations such as (subak, desa adat, banjar
adat, and sekehe-sekehe sebun), 50 or 98.04% of respondents
agreed, 1 or 1.96% answered disagree.
All of these
existing organizations are organizations from ancient times that should always
be preserved to maintain a harmonious life order in the village of Ayunan. 2) Norms such as (awig-awig,
perarem),
50 or 98.04% of
respondents agreed, 1 or 1.96% of respondents answered disagree. To bind the
community in carrying out daily life, it is regulated by awig-awig
or perarem. Awig-awig has
been made since ancient times and is made improvements every few years
depending on the current situation. 3) Ritual (religious ceremony), 50 or
98.04% of respondents answered agree, 1 or 1.96% of respondents answered
disagree. There are a lot of religious ceremonies in the village of Ayunan, such as galungan, kuningan, nyepi, temple rituals, and
others. This ceremony is very interesting if it is witnessed by tourists,
especially foreign tourists. Respondent data tabulation can be seen in Table 1 Table 1: Tourism potential in Ayunan Village
Source: 2020 research results Description:
A: Agree; NA: Disagree; Pot: Potential 1) The beauty of subak Ayunan with
views of Mount Batukaru
and Mount Agung 2) Jungle tracking 3)
Honey bee farm and culinary 4)
Tjok Agung Tresna
painting museum in Badung banjar 5)
Bukit Buung Temple 6)
Pancoran dedari 7)
Serati offerings group the making
of ceremonial offerings is managed by BUMDes 8)
Dukuh Art Studio with face painters 9)
Pretima carving group 10)
Melela sand carving group 11)
Katik sate
craftsmen group 12)
Traditional organizations/institutions (desa adat, banjar adat, subak) 13)
Applicable norms such as awig-awig, perarem 14)
Ritual (religious ceremony) Supporting facilities and
infrastructure for tourism in the Ayunan village,
such as public toilets and trash bins, are not yet available. Parking space is
available but needs a further arrangement. Traditional food stalls/shops still
need additional products sold. Lodging or homestay already exists but still
needs to be added. Accessibility in the form of main roads (district roads) in
good condition, supporting roads (environmental roads) in good condition, other
roads to destinations (papingization) are quite good.
Institutions such as pokdarwis
need to be established and existing institutions need to be fostered with human
resources through training in a language and on tourism.
Figure 1: Map of
tourism potential based on local resources in Ayunan
village 3.2. PERCEPTIONS AND ATTITUDES OF
THE COMMUNITY
To know for sure the public perception
of the development of Ayunan village into a tourist
village, namely using descriptive analysis by distributing questionnaires and
in-depth interviews. The respondent's answer shows that all (100%) of the
respondents agree and strongly agree with the development of Ayunan village as a tourism village according to the nine
questions submitted through the questionnaire, namely: a) Ayunan
Village is located at the Taman Ayun and Sangeh
tourist route, b) Can increase community income, c) Can empower local wisdom,
d) The younger generation can attend education or training, e) The policy of
the Ayunan village government is very large, f)
Institutions are very important in the development of tourist villages, g)
Customary institutions and service institutions must work together, h)
Supporting infrastructure needs to be equipped, i)
Promotion or marketing needs to be held. The development of the Ayunan village into a tourist village requires support from
all components, including the government, the business world, and the
community. The development of tourism villages in Ayunan
should pay attention to environmentally friendly and sustainable development
(Table 2). Table 2: Perceptions and attitudes of the Ayunan village community towards developing Ayunan village as a tourist village
Source: 2020 primary data analysis Description: A: Agree, SA: Strongly
Agree 1)
The development
of a tourist village in Ayunan is very suitable because it is located on the
tourist route between Taman Ayun and Sangeh. 2)
With the development of a tourist village in Ayunan
Village, it can increase community income. 3) The development of a tourist
village in Ayunan will empower local wisdom such as
the banjar adat, desa adat, subak,
sanggar-sanggar and sekehe sebun. 4)
In developing a tourism village in Ayunan
village, it is necessary to hold education or training for the young generation
to prepare local workers in the field of tourism 5)
The policy of the Ayunan village government
towards developing tourism villages in Ayunan is very
large 6)
Institutions are very important in developing tourist villages 7)
Official agencies and customary institutions must work together in the
management of tourist villages 8)
If the Ayunan is used as a tourist village,
supporting infrastructure needs to be equipped, such as parking, toilets,
restaurants, homestays. 9)
For tourists to visit the Ayunan village, it
needs promotion or marketing. The results of this study are in line with the
findings of Maheswari, and Sariani,
(2019). 3.3. A TOURISM VILLAGE
DEVELOPMENT STRATEGY BASED ON LOCAL RESOURCES IN THE VILLAGE OF AYUNAN
To formulate a local resource-based
tourism village development strategy is carried out through a SWOT analysis
technique based on the strengths, weaknesses, opportunities, and threats that
exist in the research area that has been carried out (Table 3). Table 3: Strategies in developing tourism villages based on local wisdom
Source: Data Analysis, 2020 Based on the results of the SWOT
analysis that has been carried out, strategies for developing local
resource-based tourism villages are formulated,
namely: 1)
Planning for tourist destinations
based on local resources in Ayunan village (SO) 2)
Development of tourist attractions
in the village of Ayunan (SO) 3)
Construction of tourist facilities
that are not yet available (WO) 4)
Marketing or tourism promotion
through the website so that the Ayunan village is
more quickly and widely recognized by tourists (WO) 5)
Approaches to the community to
participate in supporting the development of tourist villages (ST) 6)
Mapping tourism potential to make it
easier for tourists to reach. (ST) 7)
Establishment of Pokdarwis and improvement of
existing institutions. (WT) 8)
Increasing human resources in the
management of tourism development (WT) 1)
Development strategies by using
strengths to take advantage of opportunities (SO) by using the following
programs: 1) Arranging and expanding the collection of paintings at the Tjok Agung Tresna museum and
holding dance performances every time there is a tourist visit. 2) Maintain the
management of the Ayunan subak
so that it is based on local wisdom and Tri Hita
Karana. Creating educational tours for tourists such as learning to plant rice,
hoeing, plowing, and others. 3) Developing honey bee cultivation to increase
the income of the breeders. Educate tourists so they can learn to cultivate
honey bees. 4) Holding regular cooperation to clean up trash and bushes along
with the jungle track. 5) Adding attractions along with jungle trackings such as fishing ponds and village reservoirs. 6) Serati offerings can educate tourists to learn to make
ceremonial offerings. 2)
Development strategies by minimizing
weaknesses to get opportunities (WO) by implementing programs, among others: 1)
Improve infrastructure such as the continuation of the Munduk
Kangin and Munduk Tengah
roads until they penetrate the asphalt road. 2) Improve the management of
existing infrastructure to benefit the people of Ayunan
village. 3) Efforts to add water sources to irrigate the subak
of Ayunan, among others, with the alternative of
making trowongan from the tukad
pendet, making reservoirs before the Ayunan dam, drilling wells, and others in the hope of
increasing agricultural output. 4) Complete tourism facilities such as culinary
delights, toilets, and lodging (homestay). 5) Propose funding to the government
or investors so that the tourism village in Ayunan
can be quickly realized. 6) Doing promotions or marketing such as:
collaborating with tour guides, Travel Agencies (BPW) and Association of Travel
Agents (ASITA), hotels and restaurants, establishing a TIC (Tourism Information
Center), cultural festivals, social media, print media, WEB Badung
Regency and others. 3)
Strategy development by using
strength to overcome threats (ST) by implementing the program: 1) Conduct
coaching and training for the young generation to have qualified abilities. 2)
Provide education to farmers not to sell their land or minimize land
conversion. 3) Maintain and preserve customs so that cultural degradation does
not occur. 4) Maintain traditional organizations complete with their norms and
rituals such as religious ceremonies. 5) Maintain a friendly, polite, helpful
attitude so that conflicts do not occur between residents and between tourist
villages. 6) Increase the income and welfare of the community so that security
and order problems can be guaranteed. 4)
Development strategies by minimizing
weaknesses to avoid threats by implementing programs including 1) Establishment
of Tourism village community groups (Pokdarwis). 2)
Maintain and develop organizations that are related to tourism so that tourism
in the village of Ayunan develops rapidly. 3)
Increase human resources by training and tourism education. 4) Outreach for
tourism awareness and charm. 5) Fostering and growing and developing local products. 3.4. QSP Matrix (Quantitative Strategic
Planning Matrix)
The
final stage in strategy formulation is the decision stage. The tool used at the
decision stage in this study is the QSPM matrix. This QSPM matrix will select
the priority strategy to be recommended to the Ayunan
village manager. To find out which strategy is prioritized, the TAS value is
used, which is the highest score of total attractiveness. The TAS value is
obtained from the multiplication of the weight of each internal and external
factor with the attractiveness score (AS). The attractiveness score itself was
obtained from the results of the brainstorming between researchers and
community leaders (Ayunan village officials) as
decision-makers in developing Ayunan village as a
tourist village. The QSPM matrix that has been compiled by researchers can be
seen in Table 4. Tabel 4: Matriks QSPM
Source: Data Analysis, 2020 Note: AS Alternactiveness
Scores. TAS: Total Attractiveness Scores From the QSP Matrix (Tabel 4), it can be concluded that from the 8 (eight) alternative strategies, priority strategies are selected which must be prioritized by tourism managers in the Ayunan village in the following order: 1) Marketing or promoting tourism through the website so that the Ayunan village is more quickly and widely recognized by tourists with a total attraction value of 5.547, 2) An approach to the community to participate in supporting the development of a tourist village with a total attraction value of 4.569. 3) Planning a tourist destination based on local resources in the village of Ayunan with a total attraction value of 4.074 4) Increasing human resources in the management of tourism development with a total attraction value of 4.022 4. CONCLUSIONS & RECOMMENDATIONS1) Tourism potential in Ayunan village based on local resources were: · Natural tourism potential was: 1) Beautiful and sustainable panoramic view of the subak Ayunan rice fields, 2) Jungle tracking with attractions of face painters, katik satay craftsmen, pancoran dedari, Bukit Buung temple, 3) Honey bee farm. · Cultural tourism, namely: 1) Tjok Agung Tresna Museum, 2) Bukit Buung Temple, 3) Pancoran Dedari, 4) Making ceremonial offerings by the Serati Banten. · Potential for handicraft tourism, namely: 1) Dukuh Art Studio with face painters, 2) Pretima carving craftsmen, 3) Fine sand carving craftsmen, 4) katik satay craftsmen group. · The tourism potential of local wisdom, namely: 1) Traditional organizations or institutions such as subak, desa adat, banjar adat, and sekehe sebum, 2) Applicable norms such as awig-awig, perarem, 3) Ritual (religious ceremony). 2) The community strongly agrees that the village of Ayunan was developed as a tourist village for the 9 reasons stated, namely: a) The location of the village is strategic, b) It can increase community income, c) Empowers local wisdom, d) Opportunities for the involvement of the younger generation to build the village, e) Government support, f) Institutions are very important in the development of tourist villages, g) Customary institutions and service agencies must work together, h) Supporting infrastructure needs to be completed, i) Promotion or marketing needs to be held. 3) Based on the results of the SWOT analysis, strategies for developing a tourism village based on local resources in Ayunan village are formulated, namely: a) Planning for tourist destinations based on local resources, b) Development of tourist attractions. c) Construction of tourist facilities that are not yet available. d) Marketing or promotion of tourism through the website. e) Approach to the community to participate in supporting the development of tourism villages. f) Mapping tourism potential to make it easier for tourists to reach. g) Establishment of Tourism village community groups. h) To increase human resources in managing tourism development. The priority strategies base on QSPM analysis were: rank 1st was marketing or promoting tourism through the website. The Rank 2st Approach to the community to participate in supporting the development of tourism villages. Rank 3st Planning for tourist destinations based on local resources and Rank 4st was increasing human resources in managing tourism development. The results of these findings can be recommended that the tourism village manager immediately did tourist destinations and develop tourist attractions as well as carry out tourism promotions or marketing. The village government of Ayunan should conduct outreach to the community and provide training in tourism management and development. SOURCES OF FUNDINGThis research received no specific grant from any funding agency in the public, commercial, or not-for-profit sectors. CONFLICT OF INTERESTThe author have declared that no competing interests exist. ACKNOWLEDGMENTThank you to the Director
of Postgraduate Program at Mahasaraswati Denpasar
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