STRATEGI PENGEMBANGAN SUNGAI AYUNG SEBAGAI SALAH SATU DAYA TARIK WISATA DI DESA BONGKASA KECAMATAN ABIANSEMAL KABUPATEN BADUNG.
Bongkasa village is one of the tourist villages in Badung regency which provides Ayung River as the main tourist attraction. This river has many advantages and uniqueness because not only use for agricultural consumption and religious activity but also for rafting. The visitors who come for rafting are not only local people but also from overseas. This river is the border between Badung Regency and Gianyar Regency. There are some rafting operators which are operated in Badung regency, they are Bahama rafting, Mega rafting and Puri rafting. Based on the analysis conducted by SWOT, some strategies were produced to develop Ayung River as the main tourist attraction. The strategies are improving the marketing actively in Indonesia and outside Indonesia, the improvement of human resources quality, the quality of services, society participation or custom institution and maintaining the quality of service which are the key strategies of potential development.
Keywords: SWOT, Preservation of River
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