STRATEGI PEMASARAN DESA WISATA TISTA KABUPATEN TABANAN DALAM MENINGKATKAN KUNJUNGAN WISATAWAN PASCA ERUPSI GUNUNG AGUNG BALI

Abstract

Tista Village has a very diverse potential to be developed into a tourist attraction, namely natural potential, cultural potential, culinary potential, spiritual potential, and of course the potential of Human Resources. These potentials that become the capital of Tista Village become tourism villages, where the Tista Village is designated as a tourist village by the Tabanan Regent Number: 180/319/03 / HK & HAM / 2016, October 26, 2016. Various potentials owned by Tista Village with packaging, management, creativity and innovation from the Tista Village community itself became the strength of the Rural Tourism of Tista. The tourist attraction of Tista Village as a tourist village certainly requires some marketing concepts to be able to be known and bring tourists, both domestic tourists and foreign tourists, so that tourism products produced by Rural Tourism of Tista can provide positive benefits to the Tista Village community and will also be able to withstand Tourist visits stay longer in Tista Tourism Village. In addition to providing a variety of tourist products and attractions by packaging into tour packages, it is also necessary to plan marketing channels and marketing strategies to increase tourist visits especially in the current situation, namely a decrease in tourist arrivals coming to Bali after the eruption of Gunung Agung. A qualitative approach with a combination of Focus Group Discussion (FGD), SWOT Matrix, and Likert Scale Analysis was used to find models naturally in accordance with the circumstances and potential of the Tista Tourism Village to develop marketing strategies to increase tourist visits after the eruption of Mount Agung Bali. The results of data analysis will be presented in a descriptive qualitative manner that presents marketing strategies (strengths,