Tourism Development Strategy in Mundeh Kangin Village Sub District Selemadeg Barat, District Tabanan Bali

Mundeh Kangin Village has natural resource potential that can be developed into agrotourism. The Mundeh Kangin Village farmer group transformed the village into a durian village. The unique nature and culture attract tourists to visit the village. In improving the quality of tourism, of course there needs to be an effective strategy so that the tourism ecosystem in Mundeh Kangin Village can become a leading tourism destination in Tabanan Regency, Bali. The focus and aim of this research is to formulate a development strategy for Mundeh Kangin Village. Using the SWOT analysis method (Strength, Weakness, Opportunities, Threats) in analyzing the strategic environment in the management of Tourism Villages. This research uses a qualitative research type using sources from Mundeh Kangin Village, namely the village head (perbekel), the Tourism Awareness Group (POKDARWIS) and farmer groups. Based on the IFE and EFE matrix tables, the total weighted scores are 2.75 and 3.12. This shows that agrotourism in Mundeh Kangin Village is relatively strong in overcoming weaknesses and taking advantage of existing opportunities to overcome threats. The internal strategic factor in Mundeh Kangin Village which is the main strength is that it is one of the horticultural commodities which has reached national and international markets and the garden products in the form of local fruits such as durian, salak, buni, chocolate, coffee, coconut, porang grow abundantly in Mundeh Kangin Village 0.64, while the main weakness is capital and infrastructure which is still lacking with a total value of 0.33. The external strategic factor in the development of Mundeh Kangin village which is the main opportunity is the lifestyle of the people who want to return to nature with a value of 0.57, while the main threat faced is the unpredictable climate with a value of 0.30. The research results show that the strategy that can be used by Mundeh Kangin Village is a Generic expansion strategy. Meanwhile, Strategy variations are, concentric diversification, market penetration, market and product development and backward integration.


INTRODUCTION
The contribution of rural populations to the development of tourist villages is essential to the success of tourism.Tourist village are developed to its full potential by maintaining the village's natural beauty, customs, and culture while also protecting the surrounding area and offering benefits to the locals who live close to the tourist sites.Tourist villages should sell their villages' distinctiveness.The province of Bali holds great promise for the development of tourism villages.This is demonstrated by the efforts made to realize the village's potential as a tourism destination.There are currently 156 tourist villages in Bali, dispersed among eight districts and one city.Six tourist villages can be found in Denpasar City; eleven in Badung Regency; thirty-one in Bangli Regency; twenty in Karangasem Regency; thirty-one in Buleleng Regency; twenty-four in Tabanan Regency; eighteen in Klungkung Regency; six in Jembrana Regency; nine in Gianyar Regency (Bali Provincial Tourism Office, 2023).The tourist village products in each district have their own characteristics (Lumanauw,2023).
Tabanan Regency is a district located in the southern part of the island of Bali.The boundaries of Tabanan Regency are divided into four, namely Buleleng Regency to the north, Badung Regency to the east, Samudera Indonesia to the south and Jembrana Regency to the west.Tabanan Regency has an area of 839.33 km2 with the distribution of tourism potential in each sub-district as the main factor in developing the tourism sector.There are excellent opportunities for Tabanan Regency to grow both its tourism industry and related services.
It has been proven that until now tourism in Tabanan Regency can be said to be feasible and very good.This is proven by the continued development of tourist destinations in the form of community-based tourist villages (Marwangi, 2019).Tabanan Regency has agricultural and tourism potential, and is trying to combine these two potentials.
Based on the above, tourism interests begin to explore the potential of the region and package it as much as possible into alternative tourism products.This is a good positive effort and also to make tourism sustainable, which means it lasts for a longer period of time.
Tourism Village Development based on Tabanan Regency Regional Regulation Number 11 of 2018 includes: a. Tourism Village Industry; b.Tourism Village objects; c.Tourism Village Marketing; and D. Tourism Village Institutions.Elements of tourism village marketing include joint, integrated and sustainable tourism village marketing involving all stakeholders as well as marketing that is responsible for building the image of the region as a competitive tourist village destination.
Mundeh Kangin Village in Tabanan Regency is known as an agricultural village and is able to amaze tourists both because of its enchanting natural beauty as well as its diverse culture, customs, agricultural products and arts.The potential for rural tourism development in Mundeh Kangin Village, Tabanan Regency, Bali is highlighted by Redianis (2023), who emphasizes the unique natural and cultural characteristics of the area.The study suggests that agro-tourism, particularly focusing on horticultural products like durian and mangosteen, could be a key driver for sustainable tourism.This aligns with the findings of Subadra (2012), who emphasizes the need for sustainable tourism development models in Bali, particularly in terms of economic, social-cultural, and environmental impacts.Kurniawati (2018) and Maheswari (2018) both stress the importance of community participation and the use of community-based tourism strategies in the planning and development of tourism villages, which could be relevant to the case of Mundeh Kangin Village.A range of studies have utilized SWOT analysis to assess and improve various aspects of local tourism and governance.Maulana (2021) and Apriandes (2013) both applied SWOT analysis to identify strategies for enhancing service quality and developing e-government plans, respectively.Kristini (2022) focused on factors influencing tourist satisfaction in the Riau Islands, while Pemasaran (2023) examined the marketing of salted fish in Krakahan Village.These studies collectively demonstrate the versatility of SWOT analysis in identifying and addressing key issues in local development and tourism.The concept of strategic management makes decisions taken by the organization as a form of long-term sustainability (Amir, 2012).In this case, the decisions obtained from strategic management become a guideline for what must be done to achieve the goals.The strategic management process is carried out through SWOT analysis to determine plans that can be implemented and evaluated (Sabariah, 2017).Through strategic management, internal strengths will be combined to provide a competitive advantage (Rijanto, 2021).
Besides, as a tourist destination, English also needs to be considered to support the success of communication with foreign tourists, English is an essential aspect of communication.English exists as a global language.Therefore English is widely regarded as a global language (Anggayana et al., 2016).It is even known as an international language (Asriyani et al., 2019a).English is an example of a language regarded as a foreign language in Indonesia (Anggayana, 2023).It is done to minimize errors in grammar or English grammar aspects, such as the use of tenses in sentences (Lindawati et al., 2018).
The skills and components of the language contained in them are still general and less relevant to the needs of student (Sudipa et al., 2020).Grammar is a set of rules contained in certain languages (Lindawati et al., 2018b).It is possible to develop their communicative competence in four language skills, namely listening, speaking, reading, and writing skills (Asriyani et al., 2019b).The primary energy source in terms of language sounds is the presence of air through the lungs (Anggayana et al., 2021).Languages studied can contribute to the Language Development and another researcher around the world (Anggayana et al., 2020).Even though Indonesia consists of various dialects, it is not an obstacle (Anggayana et al., 2013).
Speaking English has become a conversation that is often done by foreign tourists (Anggayana et al., 2019).In these services, facilities, and service quality spearhead in terms of giving a good impression of service (Anggayana & Sari, 2017).Produces rules relating to the use and use of language on hospitality students.It uses theories and other disciplines related to the use of language is essential (Anggayana, 2022b).In the cultural tourism industry is included (Redianis et al., 2019).Since Balinese people conduct many cultural and religious activities (Budasi et al., 2021).The tourism sector can provide economic, social and cultural benefits for all stakeholders of tourism stakeholders (Osin et al., 2019).
One of the developments in tourism is to open opportunities for the millennial generations to conduct tourism in tourism village synergizing different parties, namely, the community and the Government (Osin et al., 2021).Observing the growth and development of world tourism which continues to move dynamically and the tendency of tourists to travel in various different patterns is an opportunity as well as a challenge for all destinations (Suarthana et al., 2020).It is not surprising that the tourism industry is an important economic sector, where most people work in the tourism industry (Budasi & Anggayana, 2019).Bali is the center of tourism in Indonesia and one of the world's leading tourist destinations (Yanti & Anggayana, 2023).
Many language expressions can be used to greet and offer help to the customers.In using those expressions, choosing the proper expression that suits the situation and the degree of the formality is essential (Anggayana, 2022a).The interests of tourism began to explore the potential of the region and as much as possible to package it into alternative tourism products (Suryawati et al., 2021).The existence of the tourism industry today has increased significantly both in quantity and quality, which is able to make an economic contribution to the country's foreign exchange (Osin et al., 2020).Everyday hospitality students on campus attend lectures and practice according to their respective majors.There are still many found that errors in writing.This is very important to study, considering that hospitality students will often communicate with foreign guests, using English (Anggayana & Wartana, 2022).Technology in this era is increasingly growing, advanced and modern.This requires the existence of quality human resources.Qualified humans are expected to be able to participate in the development of a country (Sengkey et al., 2022).
A range of strategies have been proposed for the development of tourism villages.To develop Mundeh Kangin Village as a tourist village, planning and development strategies are needed.Good planning must be equipped with a tourism destination management strategy so that it has many positive impacts and minimizes negative impacts that may occur.So, a strategic analysis is needed which aims to analyze and describe various development strategies for Mundeh Kangin Village, Tabanan Regency through SWOT analysis.

METHOD
This research method is qualitative.Data collection in this research comes from observation, interviews, sampling methods, and documentation studies.Observations are carried out by researchers observing and recording various things and events found at the research location that are related to the research (Moleong, 2004).
Initial observations were carried out in Mundeh Kangin Village, Tabanan Regency with the aim of completing the data.Researchers also use secondary data from books, scientific journals and theses that support the research process.To collect data, researchers also used a questionnaire instrument.The purpose of data collection is to find out the main information needed regarding desires and hopes as well as suggestions related to the progress of Mundeh Kangin Village.This research is a qualitative descriptive research using SWOT analysis.SWOT analysis is a tool that identifies the external and internal environment of a business to formulate appropriate strategies for developing Mundeh Kangin village, which can maximize strengths and opportunities, but at the same time minimize weaknesses and threats.threat) in Mundeh Kangin village.Thus, strategic planning must analyze the strategic factors of Mundeh Kangin village starting from strengths, weaknesses, opportunities and threats in current conditions.

FINDING AND DISCUSSION
The village of Mundeh Kangin is located in Bali Province's West Selemadeg District, Tabanan Regency.This village is a part of Mundeh village's expansion.This settlement is situated geographically to the southwest of Mount Batukaru's base.The elevation is between 230 and 450 meters above sea level.Because there are forest gardens all around, the climate is fairly chilly.The majority of people living in Mundeh Kangin village work in agriculture.
Natural potential found in the garden produce of the area, including indigenous fruits like durian, mangosteen, salak, buni, and chocolate, indicates that Mundeh Kangin village has the capacity to support rural tourism packages.Mangosteen is one of the horticulture products that has gained traction on both domestic and foreign markets.Farmers in Bali cultivate this crop extensively; Tabanan District is one of the districts that serves as a hub for the mangosteen industry.Mangosteen fruit from the Tabanan Regency is shipped to Taiwan, Hong Kong, China, Singapore, France, and other nations in Europe and the Middle East.Aside from that, Mundeh Kangin Village is known for its rich growth of coffee beans, cloves, coconuts, porang, betel leaves, and orchid gardens.Other than that, further natural potentials are Tibu Sing Sing waterfall, Tibu Kentenan waterfall, Tibu Pangseg Malem waterfall.
Mundeh Kangin Village possesses the capacity for culture from the past (cultural legacy) and the potential for culture that is still present now (living culture).The sarcophagus is a cultural potential that has grown into a popular tourist destination.In the past, bodies were kept in stone sarcophagi, which served as storage.Most sarcophagi are adorned and sculpted.The sarcophagus's (tomb's) remains were discovered in 2018 not far from the Mundeh Kangin sub-district health center, where it is currently on display.Two sarcophagi, shaped like a pot with a cover.

Internal Environmental Analysis
This internal environment concerns the conditions that occur in agrotourism, which also influences the formation of agrotourism decision making.The internal environment consists of marketing, finance, production or operations, and human resources as strengths and weaknesses.

External Environment Analysis
The external environment is the environment that exists outside the business which is an opportunity and threat to the development of Mundeh Kangin Village.This external environment consists of macro and micro environments.The macro environment includes economics, social culture, natural environment and technology.Meanwhile, the micro environment includes competitors, threats of new entrants, and consumers as an opportunity and threat.

Stages of Input Analysis
The following is an overview of the internal conditions of mundeh kangin village:

Quality Ratings Score
1

Strengths
A One of the horticultural commodities that has reached both national and international markets 0,16 4 0,64 Based on the analysis of internal and external strategic factors in Mundeh Kangin Village, the internal environmental position is in an average position with a value of 2.75 and the external environmental position is in a high position with a value of 3.12.Combining the two EFAS and IFAS matrices will produce a general strategy (grand strategy) for the development of Mundeh Kangin village which will be plotted in a nine cell diagram, as in Figure below.Based on the nine cell matrix in the table above, the meeting between the total EFAS and IFAS scores is in the second cell position (II), namely growth (concentration with horizontal integrity).Cell II is categorized as a growth strategy where strategies that can be implemented include increasing access to a wider market, developing new products and improving the services offered.So the strategy that can be carried out in an effort to develop new products, in this case is to utilize and manage the potential so that it can become a new tourist attraction or attraction.

Alternative Mundeh Kangin Village Development Strategy
Based on the conditions of internal and external factors in Mundeh Kangin Village, through the SWOT Matrix you can determine alternative strategies that can be used.

CONCLUSION
Based on the IFE and EFE matrix tables, the total weighted scores are 2.75 and 3.12.
This shows that agrotourism in Mundeh Kangin Village is relatively strong in overcoming weaknesses and taking advantage of existing opportunities to overcome threats.The internal strategic factor in Mundeh Kangin Village which is the main strength is that it is one of the horticultural commodities which has reached national and international markets and the garden products in the form of local fruits such as durian, salak, buni, chocolate, coffee, coconut, porang grow abundantly. in Mundeh Kangin Village 0.64, while the main weakness is capital and infrastructure which is still lacking with a total value of 0.33.The external strategic factor in the development of Mundeh Kangin village which is the main opportunity is the lifestyle of the people who want to return to nature with a value of 0.57, while the main threat faced is the unpredictable climate with a value of 0.30.
The strategy used is a growth and development strategy, which consists of intensive (market penetration, market development, and product development) or integrative (backward integration, forward integration, and horizontal integration) strategies while based on alternative strategies obtained from the SWOT matrix. is expanding marketing by utilizing developments in information technology, maintaining the quality of fruit produced and services to visitors in order to increase visitor interest, developing tourism concepts that are more attractive to visitors, implementing diversification of durian agrotourism activities that are more attractive to visitors, improving the quality of human resources, improve management and service systems to withstand competition, and improve the quality of agrotourism to increase visitor satisfaction.
Therefore, suggestions that can be given are to improve or build supporting infrastructure in order to improve the quality of services to agrotourism visitors by developing attractive tourism concepts while preserving the surrounding nature.
Chahyani (2022) suggests a generic expansion strategy for the Pampang cultural tourism village, while Okparizan (2021) emphasizes the need for collaboration and coordination among various stakeholders in Bintan.Kasian (2019) highlights the importance of government involvement, human resource development, and infrastructure improvement in Selong Belanak, and Rahman (2021) identifies the need to enhance human resources and supporting facilities in Samangki.These studies collectively underscore the significance of collaboration, government involvement, and infrastructure development in the sustainable development of tourism villages.The analysis process involving SWOT factors in the organization can support the organization in achieving its goals (Iskandar, 2021).The internal and external factors in the SWOT analysis according to Akbar (2021), namely: 1) internal factors related to conditions close to and within the organization that influence the formation of decision making regarding strengths and weaknesses, and 2) factors External consists of conditions outside the organization that influence decisions related to opportunities and threats.
Figure 1 Internal-External Matrix Results

Table 1 .
Internal Environmental Analysis The following is an overview of the external conditions of mundeh kangin village:

Table 3
Swot Matrix Analysis Results