MUSEUM GUNUNGAPI BATUR

Management Strategy of Batur Volcano Museum 

as a Tourist Attraction in Bangli Regency  

by : I Wayan Wiwin

Batur Volcano Museum is an attraction that is being developed in Bangli Regency having function as reservation, conservation, collection, recreation and education. However, in its development, the number of tourist visits  to the museum is still very low compared to other tourist attractions in Bangli Regency. It is, therefore  necessary to formulate appropriate management strategies so that it can  function optimally. This study aims to determine: (1) how the management of Batur Volcano Museum as a tourist attraction at present, (2) the factors driving and inhibiting efforts to improve the management of Batur Volcano Museum as a tourist attraction, and (3) strategies that can be applied to improve the management of Batur Volcano Museum as a tourist attraction in order to function optimally. Theories used in analysing  the three problems are:  the theory of management, SWOT theory, and theory of planning. Determination of informants / respondents for giving weight and rating was done by using purposive sampling as many as 15 persons from the government/managers, community leaders and practitioners, as well as  academics. While, in order  to know the perception of tourists as visitors (users), it was done by quota sampling technique as many as 25 people. Data was collected by the method of observation, in-depth interviews, questionnaires, and literature study. Techniques of data analysis in this study were  qualitative descriptive analysis, analysis of IFAS and EFAS matrix and SWOT analysis.

The results showed that the operational  Batur Volcano Museum is managed by a Management Board which is structurally responsible for the Regent of Bangli Regency as the trustee based on Bangli decree No. 13 of 2007. Driving factors of Batur Volcano Museum management efforts in this study are the various strengths and opportunities  belonging  to the management of Batur Volcano Museum, while inhibiting factors of management efforts in this study are the weaknesses and threats faced by the management of Batur Volcano Museum as a tourist attraction. The results of data analysis by matrix analysis IFAS-EFAS produce a general strategic management of Batur Volcano Museum as a tourist attraction, such as    defend and maintain or unchanged strategy of which strategies having been nowadays implemented must  be maintained and continued. Furthermore, the SWOT analysis matrix produces various alternative management strategies of Batur Volcano Museum as a tourist attraction, such as: tourist product development strategy, strategy to increase security and strengthen the potential that characterizes the Batur Volcano Museum, infrastructure development strategy, ancillaries around the museum, tourist market penetration strategies and promotion of Batur Volcano Museum, as well as strategies of development human resources of Batur Volcano Museum’s  management institution.

Key words: management strategy, Batur Volcano Museum, a tourist attraction.