STRATEGI PENGEMBANGAN DESA WISATA BERBASIS MASYARAKAT DI DESA ADAT PENGLIPURAN BANGLI

Bangli Regency is one of regencies in Bali which has great tourism potential to be developed, in terms of natural beauty and culture of the art that has been rooted in the community based on the philosophy of Hinduism. One of the tourist villages in Bangli regency which has the attraction is the Village People Penglipuran culture. This village is a traditional village that is able to defend themselves with customs and culture. Penglipuran an ancient village which has characteristics such as social institutions such as the people of Bali Aga does not recognize the existence of caste. Because of the unique culture Bangli regency administration set Penglipuran village as tourism village since 1993. Since then the village was listed as one of the Tourism Village in Bali by offering a beautiful rustic charm. The research method used, among others, the quantitative and qualitative data types, primary and secondary data sources, using the research instrument guide interviews and observations and questionnaires. Data collected by observation, in-depth interviews, questionnaires, literature studies, and technical documentation. Data were analyzed by using IFAS and EFAS, SWOT analysis, prepared strategies and programs of community-based rural tourism development. Internal factors and external can be grouped into the analysis of Strengths, Weaknesses, Opportunities, and Threats (SWOT), among others: the beauty of a traditional house building uniform; their temples and monuments; craft making loose-cem cem and webbing; their bamboo forest provider woven craft materials; unique culture and history; still beautiful nature supported by the cool air and the friendliness of its people; unique culinary culture Penglipuran Village People; located on the tourist track and distance village people Penglipuran with tourism centers Gianyar, Kuta, Sanur and Nusa Dua; Penglipuran located in Gianyar tourism track, Kintamani, Tabanan. Facilities and adequate road infrastructure; an area that is wide enough for the development of rural community-based tourism; Hindu society which accepts the development of tourism, culture of mutual help in the traditional village Penglipuran, as well as public attitudes towards tourist arrivals; availability manager tourist attraction. The factors weakness Penglipuran Village development, among others: Human Resources in Rural Indigenous Penglipuran; The number of restaurants are limited to meet the demand of tourists; Homes of local residents who had to be a place to stay for tourists; Lack of information about the culture, history and attractions to tourists; and the absence of local guides who provide information to travelers bias, both in Indonesian and English study. Based on the SWOT analysis matrix produced four strategies in community-based rural tourism development in the Village People Penglipuran, include: Strategy creation of community-based tourism products; Strategy development of village-based travel package tours; Strategy creation of institutional and human resources professionals in the development of tourism village Penglipuran; Strengthening branding strategy and improving the quality of local human resources. Keywords: Community-Based Strategy Development, Village, and Traditional Village Penglipuran.