Strategy of Cocoa-Based Agrotourism Development in Melaya District Jembrana Regency

ABSTRACT The purpose of this study was to choose a strategy for developing cocoa commodity-based agrotourism in Melaya District, Jembrana, Bali Province. The hybrid SWOT-ANP model was chosen as a decision model to built of the agrotourism development strategy. This model allows the existence of dependencies and feedback, both between elements in the cluster (inner dependence) and between clusters (outer dependence). The research found that the choice of the strategy for developing the best cocoa-based agrotourism is the highest priority strategy, namely agrotourism product development (priority 0.39), followed by success in agro-tourism marketing (priority 0.19), increased agrotourism competency (0.18), strategic partnership (0.17), and development of agrotourism facilities and infrastructure (0.14). Continuously, it is necessary to do a model validation in order to produce a comprehensive model of cocoa commodity-based agrotourism development in Jembrana Regency. Keywords: Strategy, Cocoa Farmers, Agrotourism, SWO-ANP Hybrid Model and Jembrana Regency.