TOURISM VILLAGE DEVELOPMENT STRATEGY IN INCREASING THE ATTRACTIVENESS OF TOURISTS IN RICE TOURISM IN BAJANG VILLAGE, PAKONG DISTRICT, PAMEKASAN DISTRICT

Abstract

The tourism industry is one of the country's sources of foreign exchange and its development is
expected to encourage national economic growth. This research aims to determine the potential for
rice field tourism and strategies for developing tourist villages in increasing tourist attraction for rice
field tourism in Bajang Village, Pakong District, Pamekasan Regency. The research method uses
qualitative descriptive analysis and sampling using the Purposive Sampling method because the
research informants were determined deliberately. The data analysis method uses the SWOT
analysis method to determine the strategy for developing rice field tourism. The results of this
research indicate that the appropriate strategy for developing Rice Field Tourism is the SO Strategy,
namely adding contemporary facilities by combining agricultural concepts such as building
agrotourism facilities, agricultural themed cafes or restaurants and agricultural-based recreation
facilities, creating agricultural-based events, publishing on social media.