DEVELOPMENT STRATEGY IN THE NEW NORMAL ERA: A CASE STUDY OF PINGE TOURISM VILLAGE BALI

Abstract

This study examines the development strategy of Pinge Tourism Village in the New Normal era. The application of health protocols, small-scale tourism activity is one of the alternative tourism activities during this pandemic. Pinge Tourism Village with its potential can answer current tourism needs. This study aims at formulating a development strategy for the Pinge Tourism Village in terms of what priority strategies are appropriate to be developed in the era of adopting new habits. This research used the mixed method. Qualitative data was collected through in-depth interviews with seven experts to develop priority strategies for the development of tourist villages. Quantitative data was obtained from the weighting results of the questionnaire. In addition, the preparation of aspects and criteria for prioritizing development in analytic hierarchy process (AHP) analysis. The results of the data analysis of this study showed that: The alternative strategy used in the Development of Pinge Tourism Village in the New Normal Era is the strategy with the highest value, namely the Strength-Opportunity strategy. The main strategy developed at Pingue Tourism Village is to develop community-based ecotourism. The conclusion in this study shows that the Pinge Tourism Village should be developed as a community-based Ecotourism Village which is expected to be able to create a creative economy business that has potential not only for increasing village economic growth but also maintaining local cultural values.