STRATEGI PENGEMBANGAN PARIWISATA DESA MALINAU KOTA

Abstract

This study aims to analyze the potential, challenges, and development strategies of tourism in Malinau Kota Village, Malinau Regency, North Kalimantan Province. The village has an attractive artificial tourism potential, namely Kolam Desa, which is surrounded by natural scenery such as rice fields and rivers. However, tourism management still faces several obstacles in terms of infrastructure, human resources, and promotion. This research uses a descriptive qualitative approach with a case study method, and data were obtained through interviews with the Village Head, village officials, community institutions, as well as field observations and documentation. The data analysis technique used is SWOT Analysis, which is then developed into IFAS and EFAS matrices to determine the strategic position of tourism development. The results show that the main strengths of Malinau Kota Village lie in its natural beauty, the support of the village government, and the active participation of the local community in tourism management. Meanwhile, its weaknesses include limited infrastructure, inadequate facilities, and lack of promotion. Opportunities that can be utilized include government support, the growing trend of artificial and cultural tourism, and the potential for local economic development. Threats faced include competition among destinations, limited funding, and the risk of environmental degradation. The appropriate strategy is to improve internal weaknesses by utilizing external opportunities. The recommended strategies include improving infrastructure, enhancing human resources, developing digital promotion, and establishing a tourism management institution (Pokdarwis)