PELUANG DAN TANTANGAN PENGEMBANGAN KOTA TUA AMPENAN SEBAGAI DESTINASI WISATA LOMBOK

Abstract

This study discusses the opportunities and challenges for the development of Ampenan Old Town as a tourist destination in Lombok. It should be noted that this study is important because efforts to develop a tourist destination require accurate analysis in order to formulate an appropriate strategy. Therefore, this study uses SWOT analysis combined with the 3A concept in tourism as a framework so that the analysis of opportunities and challenges in developing Ampenan Old Town can be identified comprehensively by looking at three important aspects in tourist destinations, namely attractions, amenities, and accessibility. On the other hand, the research method used in this study is descriptive qualitative with interviews, observation, and literature study as data collection techniques. In general, this study shows that Ampenan Old Town has strong potential derived from its strengths and opportunities, as well as challenges arising from its weaknesses and threats. Thus, this study suggests that the development strategy for Ampenan Old Town should focus on maximizing existing opportunities or potential and minimizing challenges. Future research is expected to further expand the variables of analysis, such as service quality, human resource quality, or tourist behavior, in analyzing the opportunities and challenges for the development of Ampenan Old Town.

Keywords:  Old Town Ampenan; Lombok; SWOT Analysis; 3A Concept in Tourism; Tourism Development