Abstract
Tulungagung Regency is an area in which each village has tourism potential. Mbalong Kawuk, for example, was created as a tourist attraction and family leisure by Village- Owned Enterprises (BUMDes) Sumbermulyo, in collaboration with the administration of Sumberejo Kulon Village. Due to the high level of competition for tourist attractions and family recreation in Tulungagung, the management and village government must be able to devise strategies and innovations in the development of tourist attractions in order to compete for new market spaces where other attractions do not exist. The purpose of this research is to uncover internal and external elements in Mbalong Kawuk and to build tourist development plans in the face of commercial rivalry. The SWOT data analysis approach was applied in the case study. According to the findings of this study, Mbalong Kawuk is in quadrant I, indicating that the market has both strength and potential.
 Keywords: tourism development strategy, BUMDes, SWOT analysis
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