DEVELOPMENT STRATEGY OF MELASTI BEACH AS A COMMUNITY-BASED TOURISM ATTRACTION IN UNGASAN VILLAGE, SOUTH KUTA DISTRICT, BADUNG REGENCY

Abstract

The beauty of Melasti Beach as a tourist attraction located in Ungasan Village, South
Kuta District, Badung Regency has long been known by the local community as a
place for the Melasti ceremony, an annual Hindu religious ritual carried out before
the Nyepi holiday. Management of tourist attractions by the Ungasan Traditional
Village has long made a real contribution to improving the economic welfare of the
local community. Even though it has contributed to the welfare of local communities,
there are still several shortcomings related to development and management
strategies that require further investigation. This study aims to analyze and evaluate
the most appropriate development strategy for Melasti Beach as a community-based
tourist attraction. The type of research is qualitative descriptive with a sample size of
100 people. Data collection techniques were carried out through observation,
interviews and documentation studies. Data analysis was carried out using the
SWOT method complete with internal factor evaluation summary (IFES) and external
factor evaluation summary (EFES) matrix analysis as well as the Internal-External
(IE) matrix. The results of this study indicate that the most appropriate choice of
development strategy for Melasti Beach as a tourist attraction is an aggressive
strategy that uses strength to take advantage of opportunities from its attractiveness
through product development, market penetration and market development.