Community-Based Tourism Management Strategy In Serangan Tourist Village, Denpasar

Development of infrastructure and facilities in Serangan Tourism Village has indeed progressed rapidly, but several aspects such as culinary tourism management, utilization and conservation of mangrove forests have been polluted, and community participation remains low, thus requiring an inclusive management strategy. This study aims to assess the potential and management of tourism to formulate a community-based tourism management strategy in Serangan Tourism Village. The method used is a mixed methods approach, qualitative and quantitative, to obtain a more comprehensive strategy. Data were collected through structured interviews, field observations, literature studies, and questionnaires. The data were analyzed using qualitative descriptive analysis with IFAS, EFAS, and SWOT analysis to develop a community-based tourism management strategy. The research findings indicate that community participation plays a significant role in the creation of community-based tourism management, although the destination is still in the development phase of community empowerment, and the role of stakeholders remains crucial in collaboration. Based on the Internal-External (IE) matrix, it is known that the position of tourism management in Serangan Tourism Village is in Quadrant II, with the strategy used being the Growth & Build Strategy, such as market penetration, market development, and product development. SWOT produced five alternative strategies, which is: 1) Community-Based Marine Tourism Product Management Strategy and 2) Nature-Based Tourism Package Development Strategy  3) Strategy to Increase Community Participation through Improving the Quality of Human Resources. 4) Establishment of a Marine Ecotourism Forum (FEB-Serangan) 5) Collaboration and Cooperation Strategy between Stakeholders