Development of the Potential of Wanagiri Kauh Village as a Tourist Atraction in the Frame of Sustainable Tourism through Brand loyalty

Abstract

This research is based on the importance of developing tourism
in rural areas, with artistic and cultural products as their uniqueness.
Tourism in Bali is currently still being developed based on the concept of mass tourism which has a negative impact on cultural commodification, urbanization and environmental degradation. From an economic point of view, tourist loyalty has a very important role as a revenue generator. The village is a provider that offers tourism products with attention to cultural and environmental preservation. This study aims to examine the development of sustainable tourism in villages in Bali by paying attention to economic, socio-cultural and environmental elements. Wanagiri Kauh Village, Selemadeg District of Tabanan Bali is a portrait of a village that has tourism potential that has not been touched by tourism. This study uses a mix method, namely qualitative descriptive to explore tourism potential, Structural Equation Modeling to determine tourist perceptions of destination loyalty. The results showed that i) Wanagirikauh Village has natural tourism potential in the form of a panoramic view of the mountains (Batu Karu Mountain and Yeh Le River and Yeh Otan River); (ii) the brand loyalty model is formed from the construct of destination awareness, destination image, service quality and customer satisfaction, in which customer satisfaction is the main trigger that determines customer satisfaction (tourists). Efforts that can be made include (i) forming pokdarwis, (ii) holding outreach and training on
tourism; (iii) the tourism development model must be well planned,
carried out in a sustainable manner, taking into account the uniqueness and side of the local community.