The Development Strategy Batik Seng Village as a Community Based and Creative Tourism Destination in Malang District

The tourism sector is a leading sector for the Indonesian economy. The tourism sector is able to spur economic growth, such as opening business opportunities in the tourism sector, be it accommodation, transportation or souvenir centers and new tourist destinations, besides that the tourism sector also opens job opportunities in the tourism sector. Kampung Batik Seng, which is located in Kepanjen, has been established since 2014, this year is the 6th year Batik Seng is listed as one of the batik villages in Malang Regency. Kampung Batik Sengguruh is a tourist destination that is managed independently by the Batik Community in Sengguruh Village by empowering mothers, fathers and youth organizations to produce batik which is then displayed in galleries. In addition, there are packages offered to attract tourists to the production sites. This study is attempt to investigate and identify what are the internal and external factors related to the development of community-based creative tourism destinations and what are the suitable strategies for developing Kampung Batik Seng. The results of this study shows that Internal factors that exist in Kampung Batik Seng. Its strength is the existence of a solid community and the uniqueness of natural batik that characterizes batik in Batik Seng Village. Meanwhile, the biggest weakness in Kampung Batik Seng is the lack of promotion of Kampung Batik Seng. External factors in Kampung Batik Seng. Opportunities are the market that is still wide open, the number of visitors who have come to the location and easy road access. While the existing threats are the absence of guidance from the Tourism Office and the Tourism Village Communication Forum, competitors with the concept of education and the existence of the Covid-19 pandemic. And the strategy that is suitable for the development of Kampung Batik Seng is a diversification strategy, namely the community, community and village parties make plans for the development of Kampung Batik Seng with a different concept from competitors. Keywords: creative tourism destination, development strategies, diversification strategies DOI: 10.7176/JTHS/58-03 Publication date:August 31st 202