PENGELOLAAN POTENSI WISATA PESISIR BERBASIS SOSIAL DAN BUDAYA MASYARAKAT DI DESA PURWAKERTHI KECAMATAN ABANG, KABUPATEN KARANGASEM
Keywords:
Keywords: coastal tourism, community socio-cultural dynamics, Purwakerthi Village, sustainable tourism, SWOT analysis.Abstract
Coastal tourism development contributes to regional economic growth but may also generate ecological pressures, social inequalities, and cultural changes within local communities. Therefore, sustainable coastal tourism management requires a balance between environmental conservation, community participation, and the preservation of socio-cultural values. This study aims to identify tourism potential, analyze existing conditions, and examine coastal tourism management based on community socio-cultural characteristics in Purwakerthi Village, Bali. This research employed a qualitative method with a case study approach. Data were collected through non-participant observation and semi-structured interviews with five informants selected through purposive sampling, including the Village Head, Head of Amed Hamlet, tourism business operators, local community members, and tourists. Data analysis employed the Miles and Huberman model and SWOT analysis. The findings reveal that Purwakerthi Village has significant coastal tourism potential, including the underwater beauty of Jemeluk Bay, black volcanic sandy beaches overlooking Mount Agung, and the traditional cultural product of Uyah Amed. The 4A tourism analysis indicates that natural attractions remain promising but face ecological pressures, limited accessibility, inadequate public facilities, and insufficient supporting services. Tourism management also remains fragmented. From a socio-cultural perspective, local communities demonstrate active participation, while customary institutions and awig-awig play an important role in safeguarding local values. However, unequal economic benefits and the declining continuity of traditional salt farming and fishing occupations remain significant challenges. This study recommends strengthening integrated tourism governance, customary regulations, community-based cultural educational tourism, and coastal pollution mitigation.
Keywords: coastal tourism, community socio-cultural dynamics, Purwakerthi Village, sustainable tourism, SWOT analysis.
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