The cultural landscape heritage sustainable strategy: integration of agriculture and tourism in Bali

The existence of the cultural landscape and Subak system in the Jatiluwih area has received recognition as a world cultural heritage from UNESCO (United Nation Educational, Science and Cultural organization). This recognition indicates a responsibility to preserve Subak, especially in agricultural areas that carry the concept of ecotourism. Until now there is no special institution tasked with managing this world cultural heritage as recommended by UNESCO, so its development is relatively stagnant. This study aims to describe the uniqueness and formulate a strategy for developing the subak cultural heritage area in Jatiluwih so that there can be inclusive and integrated development between agricultural and tourism activities. This research was conducted at the Jatiluwih world cultural heritage site using focus group discussions. The number of informants was 52 people from the management and members of the Jatiluwih Subak chosing purposively and 90 tourist chosing accidently. This research used the analysis of Strengths, Weaknesses, Opportunities, Threats (SWOT) and Analytical Hierarchy Process (AHP). Strengths-based development strategies to increase opportunities can be implemented, such as improving the quality of attractions and services, managing natural potential, and developing tourist icons and tour packages. Meanwhile, development strategies with efforts to reduce threats were implemented, such as offering quality local products, developing local tourist attractions, increasing the role of key persons, and reducing the negative image of the village. This research provides a contribution to the development of rural institutional economics in determining sustainable development strategies.