The Development Strategy of Tourist Attraction in Taman Ayun Temple, Badung, Bali

Ni Made Christina Gariyasa; I Made Sendra; Yohanes Kristianto

doi:10.59573/emsj.7(4).2023.6

Authors

Ni Made Christina Gariyasa
I Made Sendra
Yohanes Kristianto

DOI:

https://doi.org/10.59573/emsj.7(4).2023.6

Keywords:

development strategy, tourist attraction, temple

Abstract

This research aims to develop tourism that is friendly to culture and the environment through the concept of special interest tourism so that tourist attractions remain sustainable and have a positive impact on the welfare and happiness of the community. This research begins with identifying tourism, especially at Taman Ayun Temple, Badung Bali. This study uses qualitative methods, data collection is done by observation, interviews, document studies, and questionnaires. The results of the study indicate that there are internal factors that can influence the development of cultural festivals as a special interest tourist attraction at Taman Ayun Temple, namely professional staff. A strategic location is in the tourist attraction area of Taman Ayun Temple, while the external factor, which is the main weakness, is that the community is not aware of tourism, and the external factor, which is the main threat, is that there is no cultural festival tour package as a destination. The main opportunity is good road access that can be passed by various types of land transportation. The overall qualitative study shows that there is a great opportunity to develop a cultural festival that is used to attract tourism interest at Taman Ayun Temple, namely by opening good road access that can be passed by various types of land transportation wheels, which easily makes tourists feel comfortable and calm in making tourism trips.

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