Strategi Pengembangan Daya Tarik Wisata Bali Ray Honey Bee Farm Sebagai Agrowisata di Desa Penglumbaran, Kecamatan Susut, Kabupaten Bangli

Abstract

Bali Ray Honey Bee Farm is an agrotourism destination that offers honey bee cultivation education and nature tourism in Penglumbaran Village, Susut District, Bangli Regency. However, the development of this destination still encounters several obstacles, including limited supporting facilities, suboptimal promotional efforts, and a need for improved tourism management. This study aims to formulate a sustainable development strategy for Bali Ray Honey Bee Farm. The research focuses on analyzing internal potential, tourist perceptions, and development strategies through a SWOT analysis integrated with Internal Factor Analysis Summary (IFAS) and External Factor Analysis Summary (EFAS) matrices. This study employed a descriptive qualitative approach complemented by quantitative data obtained from questionnaires distributed to 50 respondents. The collected data underwent validity and reliability testing prior to being analyzed with the IFAS and EFAS matrices, and the results were subsequently mapped into the Internal-External (IE) Matrix and a SWOT diagram. The findings indicate that Bali Ray Honey Bee Farm occupies a position that supports a growth-oriented aggressive strategy, specifically in Quadrant I of the SWOT diagram and Cell II of the IE Matrix. The formulated priority strategies involve optimizing interactive and unique honey bee educational activities, while leveraging government and community support through digital promotion. Additionally, upgrading supporting facilities, such as restrooms, parking areas, and directional signage, is essential to enhance visitor comfort and ensure the long-term competitiveness of this agrotourism site.