THE FORMULATION OF RURAL BEACH TOURISM DEVELOPMENT STRATEGIES IN MALANG REGENCY, EAST JAVA, INDONESIA

SWOT ANALYSIS APRROACH

Abstract

Ungapan Beach, located in Gajahrejo Village, Malang Regency, East Java, is a 1-kilometer coastal area surrounded by small islets that serve as lobster breeding grounds and offer direct access to the Muara Gunung Getun mangrove conservation area. The beach provides various recreational activities for visitors, such as swimming, kayaking, and river boating. This study investigates the current status and potential of rural beach tourism of Ungapan Beach. Data were collected in 2023 through focus group discussions, field observations, and interviews with 10 key stakeholders. A SWOT analysis was conducted at the local level to evaluate tourism potential, acting as both a research and assessment tool. Although rural beach tourism in Gajahrejo Village is still in its early stages, the findings reveal significant internal challenges, including limited human and institutional capacity and insufficient government support. External threats such as safety concerns, financial support instability, social conflicts, and natural disasters further complicate development efforts. Nevertheless, Ungapan Beach benefits from strong natural attractions, openness from the local community, government backing, and promising opportunities for growth. These strengths offer a solid foundation for sustainable tourism development, provided that the identified challenges are effectively addressed through strategic planning and community engagement.

Keywords: Beach tourism; rural tourism; sustainable development; SWOT analysis; rural development