Strategi Pengelolaan Agrowisata Jambe Asri Coffee sebagai Daya Tarik Wisata Edukasi di Desa Batubulan, Kecamatan Sukawati

Abstract

The development of the global tourism sector is currently shifting toward the concept of quality tourism, emphasizing sustainable development, authentic experiences, and visitor engagement through educational tourism. Jambe Asri Coffee Agrotourism in Batubulan Village, Gianyar Regency, Bali, is one of the destinations offering coffee-based educational tourism. However, preliminary field observations revealed several management challenges, such as unstructured educational information delivery, limited tour guide competencies, underdeveloped digital marketing, and suboptimal management of educational programs. Therefore, this study aims to comprehensively analyze the management of Jambe Asri Coffee Agrotourism and formulate appropriate management strategies using SWOT analysis. This study employed a descriptive qualitative method. Data were collected through field observations, in-depth interviews, documentation, and literature studies. Informants consisted of the agrotourism owner, tour guides, local community members, and domestic as well as foreign tourists, selected using purposive and accidental sampling techniques. Data analysis was conducted through interactive data reduction, data presentation, conclusion drawing, and SWOT analysis. The findings indicate that the management has implemented fundamental management functions (POACM: Planning, Organizing, Actuating, Controlling, and Motivating), supported by empirical interview data and visual documentation of facilities and activities. However, the agrotourism still faces internal constraints regarding human resources, standardized educational materials (SOP/guiding guidelines), and digital promotion. The SWOT analysis identified the Strengths-Opportunities (SO) strategy as the most appropriate strategic approach. Recommended strategies include optimizing coffee-based educational tourism programs, establishing a structured content calendar and digital marketing, improving human resource competencies through training, developing supporting facilities, and enhancing partnerships and destination branding.