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Bongan Village was designated as a rural tourism in Tabanan Regency by Decree of the Regent of Tabanan Number: 180/457/03/HK & HAM/2018, Date 06 November 2018. By establishing Bongan Village as a rural tourism means that currently in Tabanan Regency there are 23 rural tourism who pocketed the Tabanan Regent Decree about the Rural Tourism. The village of Bongan is largely a stretch of lowlands with an altitude of 155-260 m above sea level, air temperatures ranging from 28 - 32 degrees celcius with average rainfall of 2,000 - 3,000 mm/year. Bongan Village has a variety of uniqueness that can be used as a tourist attraction, both natural, cultural, culinary, and spiritual appeal. Some of the uniqueness or attractiveness of the village of Bongan, namely: 1) Ngaben Tikus Ceremony, where this ceremony has been held for generations since the time of the Kingdom of Tabanan before; 2) Bongan Village also has a Bali Starling tourist attraction. This is supported by the existence of captivity of Bali Starlings; 3) Balang Tamak Temple, related to Pan Balang Tamak characters; and 4) Mesuryak Tradition which is a unique tradition that is still carried down through generations in the village of Bongan.
The tourist attraction of Bongan Village as a tourist village certainly requires several marketing concepts to be known and bring tourists, both domestic and foreign tourists. In addition to providing a variety of products and tourist attractions by packaging them into attractive and attractive tour packages, marketing channels and marketing strategies need to be planned to increase tourist visits.
A qualitative approach with a combination of Focus Group Discussion (FGD), SWOT Matrix, and Likert Scale Analysis is used to find models naturally according to the circumstances and potential of Bongan Rural Tourism to develop marketing strategies for Bongan Rural Tourism as sustainable community tourism in Tabanan Regency. The results of the data analysis will be presented in a descriptive qualitative way that presents marketing strategies (strengths, weaknesses, opportunities, and threat), observations, results of field studies, theories, and concepts found in the field which are then interpreted by the Research Team.
Keywords: Marketing Strategy, Tourism Village, Community Participation, Sustainable Community Tourism