STRATEGI PENGEMBANGAN OBJEK WISATA AIR SUMBER GENTONG DI KECAMATAN PAKIS, KABUPATEN MALANG

The potential of a region and tourism have a close relationship, namely the potential of a region can be developed into a tourist attraction. Malang Regency has a very large tourism potential to be developed, one of which is the Sumber Gentong tourist attraction which has natural beauty in the form of a lake or pool with a very clear and clean water source. This study aims to determine the driving and inhibiting factors for the development of the Sumber Gentong tourist attraction and to determine the development strategy for the Sumber Gentong tourist attraction. The method used in this study is descriptive qualitative using data collection techniques in the form of interviews, observations, questionnaires and documentation. This study uses the SWOT Analysis method consisting of (Strength, Weakness, Opportunity and Threat) to see the strengths, weaknesses, opportunities and threats that have the most influence on the development of the Sumber Gentong tourist attraction. Alternative strategies that can be applied are carrying out maintenance and cleanliness in the tourist area, improving facilities that are still incomplete, increasing the use of information technology to introduce and promote tourism potentials to the wider community, so as to increase the number of tourists visiting the Sumber Gentong tourist attraction