STRATEGIES FOR VILLAGE TOURISM DEVELOPMENT IN COASTAL DURING COVID-19: CHALLENGES AND OPPORTUNITIES

Abstract

The Covid-19 outbreak has had a negative impact on the decline in the number of visits in the tourism sector, one of which is the tourist village. The recovery of tourist villages during Covid-19 relies heavily on the role of the Tourism Awareness Community (Pokdarwis). However, the role of the Tourism Awareness Community in the development of tourist villages during Covid-19 is still not clearly discussed. Therefore, this study aims to analyze the tourism village development strategy during COVID-19 by the Tourism Awareness Community in the Teritip Village, Balikpapan-Indonesia. This study uses the QSPM (Quantitative Strategic Planning Matrix) method, which is a method for determining the priority of alternative strategies obtained from a SWOT analysis (Strengths, Weaknesses, Opportunities and Threats). The results showed that the position of the Tourism Awareness Community was in quadrant V (Hold and Maintain), namely market penetration and product development strategies. That is, the professional management of tourist villages is crucial to increasing the number of tourist visits. The management of the tourist village must be able to optimize the resources they have to develop a tourist village in the Teritip Village. In addition, the development of attractive tour packages is also the key to attracting tourists. Therefore, strengthening human resources related to the professionalism of tourism village management is very necessary in order to advance tourism villages.